世界品牌实验室发布2020年世界品牌500强
亚马逊、谷歌、微软排前三,美国入选最多,法国、日本、中国、英国为第二阵营
 
World Brand Lab Releases“2020 World’s 500 Most Influential Brands”
Amazon, Google and Microsoft claimed the top three slots; The United States had the most representation, with France, Japan, China and the UK following closely behind.
 

由世界品牌实验室(World Brand Lab)独家编制的2020年度(第十七届)《世界品牌500强》排行榜于12月16日在美国纽约揭晓。得益于“疫情消费红利”,去年的亚军亚马逊(Amazon)一举击败谷歌(Google)荣登榜首;谷歌退居第二;2020财年净利润大增的微软(Microsoft)名列第三。美国占据500强中的204席,稳居品牌大国第一。法国、日本、中国和英国分别有45个、44个、43个和40个品牌入选,为世界品牌大国的第二阵营。特别是, 中国品牌入选数今年首次超越英国,在所有国家中位列第四,并且有继续上升的趋势,其中表现亮眼的品牌有国家电网、腾讯、海尔、中国人寿、中国平安、五粮液、青岛啤酒、中化、中国南方电网、周大福、中国光大集团、恒力、徐工和北大荒。

 

The 2020 World’s 500 Most Influential Brands (17th edition) list — exclusively compiled by World Brand Lab — was released on December 17 in New York. Thanks to the consumer increases brought about by the pandemic, last year’s runner-up, Amazon, defeated Google to top the list; Google fell to second place; and Microsoft, whose net profit increased significantly in fiscal 2020, took third. The United States occupies 204 seats in the top 500, holding first place in major developed nations. France, Japan, China and the United Kingdom have 45, 44, 43 and 40 brands listed respectively, establihing them as the second camp globally. In particular, China surpassed the UK for the first time this year, ranking fourth among all countries, in a continuing trend.

 
 

连续十七年发布的《世界品牌500强》(The World's 500 Most Influential Brands),其评判依据是品牌的世界影响力。所谓品牌影响力(Brand Influence),是指品牌开拓市场、占领市场并获得利润的能力。按照品牌影响力的三项关键指标,即市场占有率(Market Share)、品牌忠诚度(Brand Loyalty)和全球领导力(Global Leadership),世界品牌实验室对全球约15000个知名品牌进行了综合评分,最终推出了世界最具影响力的500个品牌。

 

Based on global influence, World Brand Lab’sWorld’s 500 Most Influential Brands listing is in its 17th consecutive year. Brand influence refers to the ability of a brand to enter a market, capture market shares and earn profits. Following three key indicators of brand influence, namely market share, brand loyalty and global leadership, World Brand Lab tracked more than 15,000 leadingbrands around the globe and to pioneer the World’s 500 Most Influential Brands list.

 

2020年《世界品牌500强》排行榜入选国家共计30个。从品牌数量的国家分布看,美国占据500强中的204席,依然以较大优势占据保持世界品牌第一强国位置;法国、日本、中国和英国分别有45个、44个、43个和40个品牌上榜,是世界品牌大国的第二阵营;德国、瑞士和意大利是品牌大国的第三阵营,分别有27个、18个和15个品牌入选。由此可见,即使受疫情影响欧洲经济出现历史性衰退,但欧洲国家的超级品牌依然坚挺。

 

The 2020 World’s 500 Most Influential Brands list includes brands from 30 countries. Judging bybrand distribution, the United States represents 204 out of the top 500, retaining its position as the global brand superpower. France, Japan, China and the UK boast 45, 44, 43 and 40 brands, respectively, to establish a strong footing as the second camp among across the globe. Germany, Switzerland and Italy make upthe third tier of brand powerhouses, with 27, 18 and 15 selected brands, respectively. This shows that even if the European economy has experienced a historic recession due to the pandemic, the super brands in European countries are still strong.

 
 

今年《世界品牌500强》共覆盖了50个行业。其中,汽车与零件行业共有35个品牌入榜,排名继续保持第一;食品与饮料行业今年有32个品牌上榜,排名第二;传媒行业受到印刷媒体不景气的影响,相比去年减少了2个,今年共有28个品牌上榜,和能源行业并列第三。其他入选数量排名靠前的行业有互联网(24个)和零售(23个),分别位列第五和第六。

 

This year, the World’s 500 Brands list covers 50 industries in total. Among them, the automobile industry remains leads with a total of 35 brands listed. The food and beverage industry, with 32 brands on the list, ranks second. Affected by the slump in paper media, the media industry was represented by 28 brands this year, down from 30 last year, to tie for third place with the energy industry. Other top-ranked industries are the Internet (24) and retail (23), ranking fifth and sixth respectively.

 
 

今年新上榜的品牌总计有42个。新上榜的品牌中,排名最高的品牌为德国的T-Mobile电信,位于总榜213名,该品牌在全球拥有1.09亿用户。宝格丽(BVLGARI)、梵克雅宝(Van Cleef & Arpels)等著名品牌也榜上有名。中国新上榜的品牌有周大福(CHOW TAI FOOK)、宝武钢铁(BAOWU)、中国海油(CNOOC)、北大荒(Beidahuang)以及招商银行(China Merchants Bank)。受新冠疫情影响,零售、旅游和航空品牌成了输家,梅西百货(Macy's)、维珍航空(Virgin Atlantic)和爱彼迎(Airbnb)排名大幅度下滑,英国航空(British Airways)、日本航空(JAL)更是直接跌出了榜单。

 

A total of 42 brands are new to the list this year. Among the new brands on the list, the highest-ranked is T-Mobile from Germany, in the 213th position. T-Mobile boasts109 million users worldwide. Other notablebrands such as BVLGARI and Van Cleef&Arpelsalso made the rankings. Newly listed brands from China include Chow Tai Fook, BAOWU, CNOOC, Beidahuang and China Merchants Bank. Affected by Covid-19, brands from the retail, travel and aviation sectors were this year’s biggest losers. Macy’s, Virgin Atlantic and Airbnb fell sharply, and British Airways and Japan Airlines dropped off of the list altogether.

 
 

2020年度《世界品牌500强》的平均年龄为96.76岁,相比去年的101.94岁有所降低。其中100岁及以上的“百年老牌”多达213个,美国以81个占比达到近4成。法国的老牌公司圣戈班Saint-Gobain(355岁)是企业界拥有最长历史的品牌,英杰华(Aviva)、茅台(Moutai)位列品牌年龄二三位,均有超过300年的悠久历史。中国入选的43个品牌中只有茅台(Moutai)、青岛啤酒(TSINGTAO)、五粮液(WULIANGYE)、中国银行(Bank of China)超越百龄。依行业来看,食品与饮料类品牌最古老,100岁以上的入选品牌占到了28个。

 

The average age of the brands in the 2020 World’s 500 Brands list was96.76 years old, slightly lower than last year’s average age of 101.94 years old. Among them, there are 213 time-honored brands that are more than a century old. The United States accounts for 40% of these with 81 brands. France’s Saint-Gobain is the longest-running brand in the business world with 355 years in operation. Aviva and Moutai are ranked second and third in brand age, with a long history of more than 300 years. Among the 43 brands from China, only Moutai, Tsingtao Brewery, Wuliangye and Bank of China can boast more than 100 years in business. Brands in the food and beverage industry earned the title foroldest brands, contributing28 brands over the age of 100.

 
 
 

世界品牌实验室和超级财经(Superfinance)的联合团队研究发现,品牌价值和ESG绩效关联。对此,即将出席12月22日举行的世界经理人峰会暨世界品牌500强发布会的哈佛商学院工商管理教授乔治·塞拉芬(George Serafeim)认为,“以前很少有投资者关注环境、社会和治理(ESG)数据,包括公司的碳足迹、产品安全、劳动政策、董事会构成和其他类似主题的信息。如今,这些数据被投资者广泛使用,并日益成为许多国家、行业和公司竞争力的决定性因素。在一个越来越多地以ESG表现来评判公司和品牌的世界里,必须寻求更基本的驱动力,特别是战略,来取得真正的成果并因此获得回报。企业领导者需要一种新的管理模式,考虑将ESG因素嵌入到战略和运营中”。

 

The joint research team of World Brand Lab and Superfinance found a relationship between brand value and ESG performance. In this regard, George Serafeim, Professor of Business Administration at Harvard Business School, who will attend theWorld Executive Summitand the World’s 500 Most Influential BrandsConference on December 22, believes that, until recently, few investors paid attention to environmental, social, and governance (ESG) data (information about companies’ carbon footprints, product safety, labor policies, board makeup, and other such topics). Today suchdata is widely used by investors and increasingly defining issues for the competitiveness of many countries, industries and companies. In a world that is increasingly judging companies and brands on their ESG performance, they must look to more fundamental drivers—particularly strategy—to achieve real results and be rewarded for them.?Our research points to the need for a new management paradigm for corporate leaders, one in which ESG considerations are embedded in both strategy and operations.

 

同样即将出席世界经理人峰会的欧洲工商管理学院营销学教授皮埃尔·尚登(Pierre Chandon)也对“品牌向善”表示关注,“世界各地的人们越来越多地要求采取有利于可持续发展的行动,并自己做出重大改变。在世界范围内,新冠疫情只会加强对可持续性的兴趣。这种转变也带来了商机。一项对36个消费类别的研究发现,在过去5年里,以可持续发展为营销理念的品牌尽管只占16%的市场份额,但增长率达到了55%。这种增长已经转化为品牌价值。事实上,近年来,品牌价值与其环境、社会和治理(ESG)表现之间的正向关联性不断增强,尤其是对于表现优异的品牌。为了在对抗全球疫情的过程中实现双赢,品牌应该借助一切可以利用的手段”。

 

Pierre Chandon, Chaired Professor of Marketing at INSEAD, who will also attend the World Executive Summit, also expressed his attention toward “Brands for Good”: People around the world are increasingly demanding action in favor of sustainability and making big changes themselves. Around the world, the Covid-19 pandemic has only intensified interest in sustainability. This shift has opened business opportunities. A study of 36 consumer categories found that sustainability-marketed brands have accounted for 55% of categor growth in the past five years despite representing only 16% of the market. This growth has been converted into brand value. In fact, the positive association between the value of a brand and its ESG performance has increased in recent years, especially for top performing brands. To achieve a win-win in the fight against the global pandemic, brands should draw on all available means.

 

世界经理人集团首席执行官、世界品牌实验室专家团成员丁海森认为,品牌不仅仅要对消费者负责, 还需要对利益相关者负责。新冠疫情已加速了消费者的价值观转变,他们不仅希望品牌为自己提供价值,而且希望品牌在ESG(环境、社会和治理)的问题上有自己的立场。品牌需要根据消费者目标的变化,转变其价值框架, 从而进行“品牌向善”方向的营销创新。自2003年开始,世界品牌实验室就对世界60个国家的8万多个主流品牌进行跟踪研究。作为全球领先的品牌咨询、研究和测评机构,世界品牌实验室(World Brand Lab)由1999年诺贝尔经济学奖得主罗伯特·蒙代尔教授(Robert Mundell)担任主席,全资附属于世界经理人集团。世界品牌实验室致力于品牌估值、品牌战略、品牌保护,专家顾问来自哈佛大学、耶鲁大学、麻省理工、牛津大学、剑桥大学等世界一流学府,其研究成果已成为许多企业并购过程中无形资产评估的重要依据。

 

Haisen Ding, CEO of the World Executive Group and member of the World Brand Lab expert panel, believes that brands need to be accountable not only to consumers, but also to stakeholders. Covid-19 has accelerated the shift in values among consumers who want brands not only to provide value for them, but also to take a stand on ESG (environmental, social and governance) issues. Brands need to change their value framework according to the change of consumer targets, so as to carry out marketing innovations in the direction of “Brands for Good.” Since 2003, World Brand Lab has tracked more than 80,000 major brands in 60 countries. This leading brand consulting, research and evaluation firm, is chaired by Professor Robert Mundell, the 1999 Nobel laureate in Economics, and is wholly owned by World Executive Group. World Brand Lab is dedicated to brand valuation, brand strategy, brand naming, brand design and brand protection. Its experts and consultants come from world-class universities such as Harvard University, Yale University, MIT, Oxford University and Cambridge University. World Brand Lab’s significant research findings have been applied by many enterprises as important references of intangible asset evaluation in mergers and acquisitions.

 
 

编制说明:

 

Notes:

 

1.本排行由世界品牌实验室(World Brand Lab)独家编制,评判依据是品牌的世界影响力。品牌影响力的三项关键指标,即市场占有率(MarketShare)、品牌忠诚度(Brand Loyalty)和全球领导力(Global Leadership)。

 

1.This list is exclusively compiled by World Brand Lab based on the global influence of brands and its three key indicators: market share, brand loyalty, and global leadership.

 

2.合并后的联合品牌, 以合并前的品牌中的年长品牌为准,如路透社1850年成立,汤姆森集团 1953 成立,那么合并后的汤森路透的品牌年龄应从1850年算起。

 

2.The brand age of ajoint brand after merger is calculated asthe age of the older brandbefore merger. For instance, Reuters was established in 1850 and Thomson Group was established in 1953, sothe 1850 is the year used to calculate the age of the brand.

 

3.被跨国兼并的品牌,以被兼并前的诞生地所在国家为“品牌国籍”;设立多国总部的品牌,以诞生地所在国家为“品牌国籍”

 

3.Brands resulting from multinational mergers arelisted as originating from the country where the company was located before the merger; abrand with multinational headquarters is located in the country of origin.

 

4.横跨多种行业的品牌,以收入最多的主营业务所在行业为准。

 

4.For a brand with variety of sub-sectors, the sector category is selected based on that company’s core business (the source of most its revenue).

 

5.外国品牌的中文名称以中国大陆的约定俗成翻译为准,没有中文名称的外国品牌,世界品牌实验室将视情况进行翻译或不翻译。

 

5.Chinese names of foreign companiesare based on the translation in mainland China. Foreign brands without Chinese names shall be translated or untranslated according toeachsituation.

 
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