2017全球品牌百強排行榜出爐

Just as technology companies such as Google, Apple, Facebook and Amazon have become a routine part of people’s lives, so they dominate lists of the world’s most valuable brands. Car companies and banks, on the other hand, are seeing their brand standing slip.

就像谷歌(Google)、蘋果(Apple)、Facebook、亞馬遜(Amazon)等科技公司已成為人們?nèi)粘Ｉ畹囊徊糠?，它們也主?dǎo)著世界最有價值品牌榜單。另一方面，車企和銀行的品牌地位正在下滑。

In this year’s BrandZ ranking of the world’s 100 most valuable stocks, compiled by Kantar Millward Brown, part of the WPP advertising group, tech companies dominate the rankings with Google, Apple and Microsoft occupying the top three slots for the third consecutive year with Amazon in fourth place and Facebook in fifth place. The brand value of the top five companies has risen by 14 per cent to $893bn, outperforming the 8 per cent increase of the top 100, valued at $3.64tn.

在WPP廣告集團旗下華通明略(Millward Brown)發(fā)布的2017年BrandZ全球最具價值品牌百強排行榜中，科技公司稱霸榜單——谷歌、蘋果和微軟(Microsoft)連續(xù)第三年占據(jù)前三甲，亞馬遜和Facebook分列第四和第五名。前五大公司的品牌價值上升了14%，至8930億美元，超過了百強公司8%的整體漲幅，總品牌價值為3.64萬億美元。

The importance of tech brands is demonstrated by how they have taken a greater share of the value of the top 100 than a decade ago. The 37 tech companies in the top 100 account for more than half the value of the total — 54 per cent. That is up from 37 per cent in 2006.

突顯科技品牌重要性的是，它們比10年前在百強中占據(jù)了更大的份額。百強榜上37家科技公司的品牌價值占到了總價值的一半以上，達到54%，遠高于2006年的37%。

Reflecting the disruption of new technology, the average age of a top 10 brand has almost halved from 88 years to 42 over the same period.

反映新技術(shù)顛覆性的是，同期前十大品牌的平均年齡已從88年幾乎減半，至42年。

Fast-rising tech companies this year include Netflix, Facebook and Shenzhen-based Tencent, each of which increased their brand value by more than 25 per cent.

今年排名快速上升的科技公司包括Netflix、Facebook以及總部位于深圳的騰訊(Tencent)，其品牌價值都增長了25%以上。

Tencent, China’s largest internet portal, has seen its shares surge by more than 60 per cent over the past 12 months as its Weixin/WeChat app grows in popularity and the company expands further into mobile payments and cloud services.

隨著騰訊的微信應(yīng)用越來越流行，同時該公司進一步進軍移動支付和云服務(wù)，其股價在過去12個月大漲60%以上。騰訊是中國最大互聯(lián)網(wǎng)門戶。

Alibaba, the online retailer, China Mobile and Tencent are the only three Chinese companies in the top 20, which is otherwise comprised entirely of US companies from a variety of sectors. These American businesses include McDonald’s in fast food, Marlboro and Coca-Cola in consumer goods, AT&T and Verizon in telecoms and Visa and MasterCard in payments.

零售電商阿里巴巴(Alibaba)、中國移動(China Mobile)和騰訊是前20名中僅有的3家中國企業(yè)，其余均為來自各個行業(yè)的美國企業(yè)，包括快餐業(yè)的麥當(dāng)勞(McDonald’s)、消費品行業(yè)的萬寶路(Marlboro)和可口可樂(Coca-Cola)、電信業(yè)的AT&T和Verizon，以及支付業(yè)的Visa和萬事達(MasterCard)。

The rankings tell a tale of a resurgent corporate US, reflected in the 28 per cent rise in the Dow Jones over the past 12 months. American companies account for 71 per cent of the brand value of the top 100 companies. The value of their brands grew by 12 per cent compared with 2016, while those outside North America fell by 1 per cent.

排名反映了美國企業(yè)的復(fù)興，這也體現(xiàn)在道瓊斯指數(shù)(Dow Jones)過去12個月上漲28%中。美國企業(yè)占到百強企業(yè)品牌價值的71%。美國企業(yè)的品牌價值相比2016年增長12%，而北美以外企業(yè)的品牌價值下跌1%。

The rankings also shine light on the emergence of lesser-known Chinese brands. There are 13 Chinese companies in the top 100, a big increase from 12 years ago when there was only one, China Mobile, the state-owned telecoms group that is now ranked third among Asian brands after Tencent and Alibaba. The combined value of the 13 Chinese companies is $406bn.

排名還反映出一些知名度不那么高的中國品牌的崛起。百強榜中有13家中國企業(yè)，比12年前增加不少——當(dāng)時只有一家，即國有電信運營商中國移動。中國移動今年在亞洲品牌中排名第三，落后于騰訊和阿里巴巴。13家上榜中國企業(yè)的價值合計4060億美元。