評(píng)論
打印
The world’s 100 biggest brands still command a significant premium over others and that value increased by 3 per cent to $3.4tn this year, according to the latest BrandZ rankings compiled by Millward Brown, the research agency.
根據(jù)研究機(jī)構(gòu)Millward Brown編制的BrandZ最新排行榜，全球100個(gè)最具價(jià)值品牌的品牌價(jià)值仍遠(yuǎn)遠(yuǎn)領(lǐng)先于其他品牌，今年它們的總價(jià)值上升3%，至3.4萬(wàn)億美元。
Over the past 10 years, the value of the top 100 brands has more than doubled — increasing by 133 per cent. That value (see box on page 3 for methodology) is calculated in terms of financial measures such as revenues and profitability combined with surveys of how consumers view brands.
過(guò)去10年，全球最具價(jià)值品牌100強(qiáng)的品牌價(jià)值增長(zhǎng)一倍多，增幅達(dá)到133%。品牌價(jià)值是根據(jù)收入和盈利能力等財(cái)務(wù)指標(biāo)，結(jié)合消費(fèi)者品牌認(rèn)知調(diào)查計(jì)算的。
Elspeth Cheung, head of BrandZ valuation at Millward Brown, says: “The top 10 used to be dominated by consumer goods. This year, it’s technology.”
Millward Brown的BrandZ估值主管Elspeth Cheung表示：“排行榜10強(qiáng)過(guò)去由消費(fèi)品主宰。今年是科技。”
Here are some of the trends that emerge from this year’s BrandZ rankings:
以下是今年BrandZ全球最具價(jià)值品牌百?gòu)?qiáng)榜出現(xiàn)的一些趨勢(shì)：
Star risers
價(jià)值增長(zhǎng)最快的品牌
Amazon, Starbucks and Facebook have seen their brand values shoot up in 2016 compared with 2015. Amazon’s 59 per cent rise in value to $99bn and seventh place ranking, is partly due to its ability to create demand and not just satisfy it, according to Elspeth Cheung, head of BrandZ valuation at Millward Brown. She says Amazon’s one-hour delivery service has put pressure on other retailers to speed up delivery times while the online retailer’s move into logistics poses a threat to courier services UPS, FedEx and DHL.
與去年相比，亞馬遜(Amazon)、星巴克(Starbucks)和Facebook今年的品牌價(jià)值飆升。亞馬遜的品牌價(jià)值增長(zhǎng)59%，至990億美元，排名第七，Elspeth Cheung表示，這在一定程度上源于其創(chuàng)造需求、而不僅僅是滿足需求的能力。她表示，亞馬遜的一小時(shí)送貨服務(wù)對(duì)其他零售商加快送貨速度構(gòu)成壓力，同時(shí)這家在線零售商進(jìn)入物流領(lǐng)域?qū)β?lián)合包裹(UPS)、聯(lián)邦快遞(FedEx)以及DHL等快遞公司構(gòu)成威脅。
Facebook, up 44 per cent, has added new features including disaster alert, which lets users quickly inform family and friends that they are safe. Such innovations add to the media group’s importance as an integral medium for worldwide connection and enhance its value to advertisers, Ms Cheung says.
Facebook的品牌價(jià)值增長(zhǎng)44%，該公司增加了新的功能，包括平安信使(Safety Check)，讓用戶迅速通知家人和朋友他們是安全的。Elspeth Cheung表示，這些創(chuàng)新提高了這家媒體集團(tuán)作為一個(gè)不可或缺的全球聯(lián)絡(luò)媒介的重要性，同時(shí)增加了其對(duì)廣告商的價(jià)值。
Starbucks, up 49 per cent to 21 in the ranking, has evolved from a café to a place where people can hang out all day since it now sells breakfast, lunch and evening meals, accompanied by alcohol in some places.
星巴克的品牌價(jià)值增長(zhǎng)49%，排名第21位，該公司已從咖啡館發(fā)展到人們可以逗留一整天的地方，它現(xiàn)在供應(yīng)早餐、午餐和晚餐，一些地方還供應(yīng)酒水。
Sectors: what’s in
熱門行業(yè)
The fastest-rising sector is apparel, driven by Nike in sportswear as people pay more attention to health and fitness, and Zara, whose fast fashion is becoming increasingly popular in China.
品牌價(jià)值增長(zhǎng)最快的行業(yè)是服裝，由運(yùn)動(dòng)服飾耐克(Nike)和快時(shí)尚品牌Zara引領(lǐng)，因?yàn)槿藗兏嗟仃P(guān)注健康和健身，同時(shí)Zara的快時(shí)尚在中國(guó)變得越來(lái)越受歡迎。
Technology and telecoms are on the up as are some fast food companies, including Starbucks, which BrandZ puts in this category, and McDonald's, whose brand value is risen by nine per cent even though its ranking is unchanged.
科技、電信企業(yè)與一些快餐集團(tuán)的品牌價(jià)值均出現(xiàn)增長(zhǎng)，后者包括星巴克（BrandZ將它列入這一分類）和麥當(dāng)勞(McDonald's)，麥當(dāng)勞的品牌價(jià)值增長(zhǎng)9%，盡管排名沒(méi)有變化。
Sectors: out of favour
失寵行業(yè)
The biggest falls in brand values include oil and gas companies, still suffering from low commodity prices, and banks, which face growing competition from rival payment systems such as PayPal — whose brand value increased by 35 per cent (see story page 2).
品牌價(jià)值降幅最大的包括油氣公司（仍因大宗商品價(jià)格處于低位而受到影響）和銀行（面臨著PayPal等支付系統(tǒng)日益激烈的競(jìng)爭(zhēng)，PayPal的品牌價(jià)值增長(zhǎng)35%）。
Regional
地區(qū)
There are 15 Chinese brands in the top 100, one more than last year and a sharp rise on a decade ago, when China Mobile was the only Chinese brand.
在全球最具價(jià)值品牌百?gòu)?qiáng)榜上，有15個(gè)中國(guó)品牌上榜，比去年多一個(gè)，較10年前大有增加，當(dāng)時(shí)中國(guó)移動(dòng)(China Mobile)是唯一上榜的中國(guó)品牌。
Their inclusion has come at the expense mainly of European companies, signalling the shift in economic power towards the east. There is only one Indian brand in the top 100 ranking — HDFC Bank. Russian, Mexican and Brazilian brands have fallen out of the ranking in the past few years — a sober reflection of the changing fortunes of these emerging markets.
中國(guó)品牌上榜主要是擠掉了歐洲企業(yè)，這表明，經(jīng)濟(jì)實(shí)力正向東方轉(zhuǎn)移。只有一家印度品牌登上百?gòu)?qiáng)榜：HDFC Bank。過(guò)去幾年，俄羅斯、墨西哥和巴西品牌紛紛落榜，這殘酷反映出這些新興市場(chǎng)的命運(yùn)正發(fā)生變化。
The US remains home to the biggest brands and the value of its top 10 increased by 10 per cent to $1.3tn in 2016. The top 10 UK brands, headed by Vodafone, lost 8 per cent of their value. Those in continental Europe — led by Germany’s SAP software group — rose 5 per cent. Finally, the $360bn value of Asia’s top 10 brands, headed by Tencent, China Mobile and Alibaba, was only 10 per cent lower than the value of the top 10 in continental Europe and the UK combined.
美國(guó)仍是最具價(jià)值品牌大國(guó)，2016年該國(guó)10強(qiáng)品牌的品牌價(jià)值增長(zhǎng)10%，至1.3萬(wàn)億美元。以沃達(dá)豐(Vodafone)為首的英國(guó)10強(qiáng)品牌的品牌價(jià)值縮水8%。以德國(guó)軟件集團(tuán)SAP為首的歐洲大陸10強(qiáng)品牌的品牌價(jià)值增長(zhǎng)5%。最后，以騰訊(Tencent)、中國(guó)移動(dòng)和阿里巴巴(Alibaba)為首的亞洲10強(qiáng)品牌的品牌價(jià)值達(dá)3600億美元，僅比歐洲大陸和英國(guó)10強(qiáng)品牌的品牌價(jià)值總和低10%。
Local champions
本土冠軍
Consumers in many parts of the world have a preference for buying local which has helped boost the value of local brands.
全球很多國(guó)家的消費(fèi)者都傾向于購(gòu)買國(guó)產(chǎn)貨，這幫助推升了本土品牌的品牌價(jià)值。
These brands are close to their domestic markets, helping them to gain market share at the expense of global brands, and they are also winning share in new regions, according to BrandZ.
BrandZ表示，這些品牌靠近國(guó)內(nèi)市場(chǎng)，這幫助它們從全球品牌手中奪取市場(chǎng)份額，它們還在新地區(qū)贏得市場(chǎng)份額。
Huawei, the Chinese technology group, has taken market share from both Apple and Samsung, according to BrandZ.
BrandZ表示，中國(guó)科技集團(tuán)華為(Huawei)已從蘋果(Apple)和三星(Samsung)手中奪取市場(chǎng)份額。
Its brand value has increased by 22 per cent to $19bn and it has climbed 20 places up the ranking to number 50.
華為的品牌價(jià)值增長(zhǎng)22%，至190億美元，其排名上升20個(gè)位次，至第50位。
Brands vs the market
品牌VS市場(chǎng)
The biggest brands outperform financial markets, according to BrandZ, which says this illustrates their financial power and value to shareholders.
BrandZ表示，最具價(jià)值品牌的表現(xiàn)超過(guò)金融市場(chǎng)，這說(shuō)明了它們的財(cái)務(wù)實(shí)力和對(duì)股東的價(jià)值。
Since April 2007, the value of the top 100 brands has increased by 106 per cent. That compares with a 61 per cent rise in the S&P 500 and growth of 21 per cent in the MSCI world index over the same period.
自2007年4月以來(lái)，全球最具價(jià)值品牌100強(qiáng)的品牌價(jià)值增長(zhǎng)106%。同期標(biāo)準(zhǔn)普爾500指數(shù)(S&P 500)和MSCI明晟全球指數(shù)(MSCI world index)分別上漲61%和21%。
