年全球最具價值品牌百強榜出爐

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.

根據研究機構Millward Brown編制的BrandZ最新排行榜，全球100個最具價值品牌的品牌價值仍遠遠領先於其他品牌，今年它們的總價值上升3%，至3.4萬億美元。

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.

過去10年，全球最具價值品牌100強的品牌價值增長一倍多，增幅達到133%。品牌價值是根據收入和盈利能力等財務指標，結合消費者品牌認知調查計算的。

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強過去由消費品主宰。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全球最具價值品牌百強榜出現的一些趨勢：

Star risers

價值增長最快的品牌

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今年的品牌價值飆升。亞馬遜的品牌價值增長59%，至990億美元，排名第七，Elspeth Cheung表示，這在一定程度上源於其創造需求、而不僅僅是滿足需求的能力。她表示，亞馬遜的一小時送貨服務對其他零售商加快送貨速度構成壓力，同時這家在線零售商進入物流領域對聯合包裹(UPS)、聯邦快遞(FedEx)以及DHL等快遞公司構成威脅。

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的品牌價值增長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，這些創新提高了這家媒體集團作爲一個不可或缺的全球聯絡媒介的重要性，同時增加了其對廣告商的價值。

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.

星巴克的品牌價值增長49%，排名第21位，該公司已從咖啡館發展到人們可以逗留一整天的地方，它現在供應早餐、午餐和晚餐，一些地方還供應酒水。

Sectors: what’s in

熱門行業

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.

品牌價值增長最快的行業是服裝，由運動服飾耐克(Nike)和快時尚品牌Zara引領，因爲人們更多地關注健康和健身，同時Zara的快時尚在中國變得越來越受歡迎。

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、電信企業與一些快餐集團的品牌價值均出現增長，後者包括星巴克（BrandZ將它列入這一分類）和麥當勞(McDonald's)，麥當勞的品牌價值增長9%，儘管排名沒有變化。

Sectors: out of favour

失寵行業

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).

品牌價值降幅最大的包括油氣公司（仍因大宗商品價格處於低位而受到影響）和銀行（面臨着PayPal等支付系統日益激烈的競爭，PayPal的品牌價值增長35%）。

Regional

地區

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.

在全球最具價值品牌百強榜上，有15箇中國品牌上榜，比去年多一個，較10年前大有增加，當時中國移動(China Mobile)是唯一上榜的中國品牌。

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.

中國品牌上榜主要是擠掉了歐洲企業，這表明，經濟實力正向東方轉移。只有一家印度品牌登上百強榜：HDFC Bank。過去幾年，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的命運正發生變化。

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.

美國仍是最具價值品牌大國，2016年該國10強品牌的品牌價值增長10%，至1.3萬億美元。以沃達豐(Vodafone)爲首的英國10強品牌的品牌價值縮水8%。以德國軟件集團SAP爲首的歐洲大陸10強品牌的品牌價值增長5%。最後，以騰訊(Tencent)、中國移動和阿里巴巴(Alibaba)爲首的亞洲10強品牌的品牌價值達3600億美元，僅比歐洲大陸和英國10強品牌的品牌價值總和低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.

全球很多國家的消費者都傾向於購買國產貨，這幫助推升了本土品牌的品牌價值。

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，這些品牌靠近國內市場，這幫助它們從全球品牌手中奪取市場份額，它們還在新地區贏得市場份額。

Huawei, the Chinese technology group, has taken market share from both Apple and Samsung, according to BrandZ.

BrandZ表示，中國科技集團華爲(Huawei)已從蘋果(Apple)和三星(Samsung)手中奪取市場份額。

Its brand value has increased by 22 per cent to $19bn and it has climbed 20 places up the ranking to number 50.

華爲的品牌價值增長22%，至190億美元，其排名上升20個位次，至第50位。

Brands vs the market

品牌VS市場

The biggest brands outperform financial markets, according to BrandZ, which says this illustrates their financial power and value to shareholders.

BrandZ表示，最具價值品牌的表現超過金融市場，這說明了它們的財務實力和對股東的價值。

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，全球最具價值品牌100強的品牌價值增長106%。同期標準普爾500指數(S&P 500)和MSCI明晟全球指數(MSCI world index)分別上漲61%和21%。