2017全球品牌500强发布：谷歌排名第一，中国工商第十

发布者：一颗柠檬 2017/02/06 09:16

　　日前, 从事品牌价值评定的英国专业咨询机构“Brand Frinance”推出了2017年度的全球品牌500强榜单，谷歌排名第一，苹果、亚马逊分裂二三位，仅有55家中国品牌上榜。

　　在中国品牌中，中国工商银行挤进全球前十，品牌价值478亿美元，中国移动以467亿美元紧随其后。而除了一众国有银行、上市央企领衔，互联网科技公司展现出较大的爆发力。

　　阿里巴巴排名全球第23，中国第4，品牌价值同比上升48.5%，从180亿美元飙升到329亿美元。靠后一些的华为、腾讯、京东和微信也呈现较大的增长幅度，品牌价值分别上涨21.4%、55.3%、31.3%和50.7%。

　　食品饮料行业上榜企业有可口可乐，百事可乐、红牛、百威等国际品牌纷纷上榜。中国食品饮料品牌仅有伊利、茅台、洋河三家企业上榜。

　　Brand Finance是世界知名的品牌价值及战略咨询公司，每年都会评估全球数千个知名品牌，并在年度“Brand Finance全球500强”报告中列出最具价值的品牌。

　　在今年的评选中，Brand Finance公司是以“一家公司愿意就像未曾拥有其品牌一样为之付出”为计算值量，评选维度包括公众熟悉程度、忠诚度、推广活动、营销投资、员工满意度，以及企业声誉等。

　　榜单同时也考虑到了品牌未来收益的归属。

2017年BrandFinance全球品牌价值榜单(前100)

Rank2017	Rank2016	Brand name	Industry Group	Domicile	Brandvalue ($m)2017	%change	Brandvalue ($m) 2016	Brandrating2017	Brandrating2016
1	2	Google	Technology	United States	109,470	24%	88,173	AAA+	AAA+
2	1	Apple	Technology	United States	107,141	-27%	145,918	AAA	AAA
3	3	Amazon.com	Technology	United States	106,396	53%	69,642	AAA-	AA+
4	6	AT&T	Telecoms	United States	87,016	45%	59,904	AAA	AA+
5	4	Microsoft	Technology	United States	76,265	13%	67,258	AAA	AAA
6	7	Samsung Group	Conglomerate	South Korea	66,219	13%	58,619	AAA-	AAA-
7	5	Verizon	Telecoms	United States	65,875	4%	63,116	AAA-	AAA-
8	8	Walmart	Retail	United States	62,211	16%	53,657	AA+	AA
9	17	Facebook	Technology	United States	61,998	82%	34,002	AAA	AAA-
10	13	ICBC	Banks	China	47,832	32%	36,334	AAA	AA+
11	9	China Mobile	Telecoms	China	46,734	-6%	49,810	AAA	AAA-
12	11	Toyota	Automobiles	Japan	46,255	7%	43,064	AAA-	AAA-
13	10	Wells Fargo	Banks	United States	41,618	-6%	44,170	AA+	AAA-
14	14	China Construction Bank	Banks	China	41,377	17%	35,394	AAA-	AAA
15	22	NTT Group	Conglomerate	Japan	40,542	28%	31,678	AA+	AA
16	12	McDonald's	Restaurants	United States	38,966	-9%	42,937	AAA	AAA
17	15	BMW	Automobiles	Germany	37,124	6%	34,968	AAA-	AAA
18	23	Shell	Oil & Gas	Netherlands	36,783	16%	31,665	AAA-	AA+
19	18	T (Deutsche Telekom)	Telecoms	Germany	36,433	10%	33,194	AA+	AA+
20	21	IBM	Technology	United States	36,112	14%	31,786	AA+	AA
21	20	Mercedes-Benz	Automobiles	Germany	35,544	11%	32,049	AAA-	AAA
22	27	General	Electric	Engineering & United States	35,318	21%	29,211	AAA	AA+
23	60	Alibaba	Technology	China	34,859	94%	17,968	AA+	AA+
24	24	Walt Disney	Media	United States	34,454	10%	31,231	AAA+	AAA+
25	25	Chase	Banks	United States	33,737	10%	30,603	AAA-	AAA-
26	26	Marlboro	Tobacco	United States	32,471	8%	29,935	AA+	AAA-
27	16	Coca-Cola	Non Alcoholic	United States	31,885	-7%	34,180	AAA	AAA+
28	29	Nike	Apparel	United States	31,762	13%	28,041	AAA+	AAA+
29	32	Bank of China	Banks	China	31,250	13%	27,735	AAA	AAA
30	33	Bank of America	Banks	United States	30,273	12%	26,928	AAA-	AA
31	28	Home	Depot	Retail	30,216	5%	28,798	AAA-	AAA-
32	45	Sinopec	Oil & Gas	China	29,555	47%	20,156	AA+	AA
33	43	PetroChina	Oil & Gas	China	29,003	43%	20,318	AA+	AA
34	19	Agricultural Bank Of China	Banks	China	28,511	-12%	32,264	AA+	AAA
35	31	Mitsubishi Group	Conglomerate	Japan	27,954	1%	27,775	A+	AA-
36	34	Citi	Banks	United States	27,674	6%	26,031	AA+	AA+
37	35	Xfinity	Telecoms	United States	26,180	8%	24,186	AA+	AA+
38	42	Oracle	Technology	United States	25,878	17%	22,136	AA	AA
39	39	Starbucks	Restaurants	United States	25,615	10%	23,185	AAA	AAA-
40	47	Huawei	Technology	China	25,230	28%	19,743	AAA-	AA
41	56	Volkswagen	Automobiles	Germany	25,014	32%	18,923	AAA	AA+
42	62	Nissan	Automobiles	Japan	24,768	39%	17,785	AAA-	AAA-
43	63	IKEA	Retail	Sweden	24,119	42%	17,009	AA	AA
44	40	CVS Caremark	Retail	United States	23,286	2%	22,891	AA+	AA+
45	54	Siemens	Engineering &	Germany	23,088	22%	19,002	AAA-	AA+
46	46	Ford	Automobiles	United States	22,432	13%	19,771	AAA-	AAA-
47	117	Tencent	Technology	China	22,287	124%	9,953	AAA	AA+
48	48	UPS	Logistics	United States	22,128	13%	19,565	AAA-	AA+
49	61	Chevron	Oil & Gas	United States	22,058	24%	17,822	AAA-	AA+
50	30	Vodafone	Telecoms	United Kingdom	21,831	-22%	27,820	AA+	AA+
51	53	Orange	Telecoms	France	21,526	13%	19,096	AAA-	AA+
52	49	Honda	Automobiles	Japan	21,318	10%	19,332	AAA-	AAA-
53	44	CSCEC	Engineering &	China	21,050	4%	20,214	AA-	AA-
54	51	ExxonMobil	Oil & Gas	United States	20,736	8%	19,227	AA+	AA
55	52	Cisco	Technology	United States	20,734	8%	19,162	AA+	AAA-
56	36	HSBC	Banks	United Kingdom	20,688	-14%	24,174	AA+	AAA-
57	101	Visa	Banks	United States	20,660	81%	11,394	AAA+	AAA-
58	67	SoftBank	Telecoms	Japan	20,621	26%	16,371	AA	AA
59	41	Intel	Technology	United States	20,369	-11%	22,845	AAA	AA+
60	37	Hyundai Group	Conglomerate	South Korea	19,975	-16%	23,796	AA-	AA-
61	38	Nestlé	Food	Switzerland	19,416	-17%	23,395	AAA-	AAA
62	144	SK Group	Conglomerate	South Korea	19,358	126%	8,582	A+	AA-
63	74	H&M	Apparel	Sweden	19,177	24%	15,510	AAA	AA+
64	64	BP	Oil & Gas	United Kingdom	18,857	11%	16,962	AA+	AA
65	78	Total	Oil & Gas	France	18,514	26%	14,737	AAA-	AA
66	57	PWC	Pro Services -	United States	18,510	0%	18,569	AAA+	AAA+
67	55	Pepsi	Non Alcoholic Drinks	United States	18,279	-4%	18,947	AAA	AAA
68	120	Dell	Technology	United States	18,186	86%	9,786	AA	AA
69	71	Bosch	Engineering &	Germany	17,991	15%	15,612	AAA-	AAA-
70	83	China Telecom	Telecoms	China	17,599	29%	13,684	AA+	AA
71	89	Accenture	Technology	United States	17,464	38%	12,687	AA+	AA+
72	90	Sumitomo Group	Conglomerate	Japan	17,209	36%	12,678	A-	A+
73	85	FedEx	Logistics	United States	17,092	31%	13,079	AA+	AA
74	75	Target	Retail	United States	17,016	11%	15,331	AA+	AA
75	87	au	Telecoms	Japan	16,919	32%	12,788	AAA-	AA
76	76	Johnson's	Cosmetics & Personal	United States	16,829	11%	15,115	AAA	AAA+
77	69	Deloitte	Pro Services -	United States	16,776	4%	16,160	AAA	AAA
78	80	Boeing	Aerospace & Defence	United States	16,333	17%	13,956	AAA	AAA
79	92	Ping	An Insurance	China	16,324	29%	12,671	AAA-	AAA+
80	79	Walgreens	Retail	United States	15,969	12%	14,315	AA+	AA
81	70	Santander	Banks	Spain	15,929	2%	15,689	AA+	AA+
82	72	Fox	Media	United States	15,814	2%	15,541	AAA-	AAA-
83	New	Spectrum	Telecoms	United States	15,738			AA
84	86	J.P. Morgan	Banks	United States	15,710	21%	12,948	AA	AA-
85	65	Allianz	Insurance	Germany	15,197	-7%	16,426	AA	AA
86	134	SAP	Technology	United States	15,158	66%	9,107	AA-	AA
87	58	American Express	Banks	United States	15,014	-19%	18,483	AA+	AA+
88	81	Hitachi Group	Conglomerate	Japan	14,766	8%	13,697	AA+	A+
89	105	Uber	Technology	United States	14,596	32%	11,023	AA-	AA
90	115	Zara	Apparel	Spain	14,399	43%	10,086	AAA-	AA+
91	84	China Merchants Bank	Banks	China	14,269	8%	13,239	AAA-	AAA
92	88	Lowe's	Retail	United States	13,938	10%	12,717	AAA-	AA
93	100	NBC	Media	United States	13,736	20%	11,401	AAA+	AAA+
94	73	BNP Paribas	Banks	France	13,644	-12%	15,531	AA	AA+
95	97	Costco	Retail	United States	13,455	14%	11,847	AA	AA+
96	77	UnitedHealth Group	Pro Services - Healthcare	United States	13,379	-10%	14,934	AA	AA
97	130	JD.com	Technology	China	13,377	46%	9,194	A+	A+
98	91	EY	Pro Services -	United Kingdom	13,357	5%	12,672	AAA	AAA
99	93	MUFG	Banks	Japan	13,215	4%	12,651	AA	AA
100	207	WeChat	Technology	China	13,189	103%	6,496	AAA-	AA+

图片|网络

声明：本文观点仅代表作者观点，不代表MBA智库立场。

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2017全球品牌500强发布：谷歌排名第一，中国工商第十

一颗柠檬

2017-02-06 09:16

　　食品饮料行业上榜企业有可口可乐，百事可乐、红牛、百威等国际品牌纷纷上榜。中国食品饮料品牌仅有伊利、茅台、洋河三家企业上榜。

　　Brand Finance是世界知名的品牌价值及战略咨询公司，每年都会评估全球数千个知名品牌，并在年度“Brand Finance全球500强”报告中列出最具价值的品牌。

　　榜单同时也考虑到了品牌未来收益的归属。

2017年BrandFinance全球品牌价值榜单(前100)

Rank2017	Rank2016	Brand name	Industry Group	Domicile	Brandvalue ($m)2017	%change	Brandvalue ($m) 2016	Brandrating2017	Brandrating2016
1	2	Google	Technology	United States	109,470	24%	88,173	AAA+	AAA+
2	1	Apple	Technology	United States	107,141	-27%	145,918	AAA	AAA
3	3	Amazon.com	Technology	United States	106,396	53%	69,642	AAA-	AA+
4	6	AT&T	Telecoms	United States	87,016	45%	59,904	AAA	AA+
5	4	Microsoft	Technology	United States	76,265	13%	67,258	AAA	AAA
6	7	Samsung Group	Conglomerate	South Korea	66,219	13%	58,619	AAA-	AAA-
7	5	Verizon	Telecoms	United States	65,875	4%	63,116	AAA-	AAA-
8	8	Walmart	Retail	United States	62,211	16%	53,657	AA+	AA
9	17	Facebook	Technology	United States	61,998	82%	34,002	AAA	AAA-
10	13	ICBC	Banks	China	47,832	32%	36,334	AAA	AA+
11	9	China Mobile	Telecoms	China	46,734	-6%	49,810	AAA	AAA-
12	11	Toyota	Automobiles	Japan	46,255	7%	43,064	AAA-	AAA-
13	10	Wells Fargo	Banks	United States	41,618	-6%	44,170	AA+	AAA-
14	14	China Construction Bank	Banks	China	41,377	17%	35,394	AAA-	AAA
15	22	NTT Group	Conglomerate	Japan	40,542	28%	31,678	AA+	AA
16	12	McDonald's	Restaurants	United States	38,966	-9%	42,937	AAA	AAA
17	15	BMW	Automobiles	Germany	37,124	6%	34,968	AAA-	AAA
18	23	Shell	Oil & Gas	Netherlands	36,783	16%	31,665	AAA-	AA+
19	18	T (Deutsche Telekom)	Telecoms	Germany	36,433	10%	33,194	AA+	AA+
20	21	IBM	Technology	United States	36,112	14%	31,786	AA+	AA
21	20	Mercedes-Benz	Automobiles	Germany	35,544	11%	32,049	AAA-	AAA
22	27	General	Electric	Engineering & United States	35,318	21%	29,211	AAA	AA+
23	60	Alibaba	Technology	China	34,859	94%	17,968	AA+	AA+
24	24	Walt Disney	Media	United States	34,454	10%	31,231	AAA+	AAA+
25	25	Chase	Banks	United States	33,737	10%	30,603	AAA-	AAA-
26	26	Marlboro	Tobacco	United States	32,471	8%	29,935	AA+	AAA-
27	16	Coca-Cola	Non Alcoholic	United States	31,885	-7%	34,180	AAA	AAA+
28	29	Nike	Apparel	United States	31,762	13%	28,041	AAA+	AAA+
29	32	Bank of China	Banks	China	31,250	13%	27,735	AAA	AAA
30	33	Bank of America	Banks	United States	30,273	12%	26,928	AAA-	AA
31	28	Home	Depot	Retail	30,216	5%	28,798	AAA-	AAA-
32	45	Sinopec	Oil & Gas	China	29,555	47%	20,156	AA+	AA
33	43	PetroChina	Oil & Gas	China	29,003	43%	20,318	AA+	AA
34	19	Agricultural Bank Of China	Banks	China	28,511	-12%	32,264	AA+	AAA
35	31	Mitsubishi Group	Conglomerate	Japan	27,954	1%	27,775	A+	AA-
36	34	Citi	Banks	United States	27,674	6%	26,031	AA+	AA+
37	35	Xfinity	Telecoms	United States	26,180	8%	24,186	AA+	AA+
38	42	Oracle	Technology	United States	25,878	17%	22,136	AA	AA
39	39	Starbucks	Restaurants	United States	25,615	10%	23,185	AAA	AAA-
40	47	Huawei	Technology	China	25,230	28%	19,743	AAA-	AA
41	56	Volkswagen	Automobiles	Germany	25,014	32%	18,923	AAA	AA+
42	62	Nissan	Automobiles	Japan	24,768	39%	17,785	AAA-	AAA-
43	63	IKEA	Retail	Sweden	24,119	42%	17,009	AA	AA
44	40	CVS Caremark	Retail	United States	23,286	2%	22,891	AA+	AA+
45	54	Siemens	Engineering &	Germany	23,088	22%	19,002	AAA-	AA+
46	46	Ford	Automobiles	United States	22,432	13%	19,771	AAA-	AAA-
47	117	Tencent	Technology	China	22,287	124%	9,953	AAA	AA+
48	48	UPS	Logistics	United States	22,128	13%	19,565	AAA-	AA+
49	61	Chevron	Oil & Gas	United States	22,058	24%	17,822	AAA-	AA+
50	30	Vodafone	Telecoms	United Kingdom	21,831	-22%	27,820	AA+	AA+
51	53	Orange	Telecoms	France	21,526	13%	19,096	AAA-	AA+
52	49	Honda	Automobiles	Japan	21,318	10%	19,332	AAA-	AAA-
53	44	CSCEC	Engineering &	China	21,050	4%	20,214	AA-	AA-
54	51	ExxonMobil	Oil & Gas	United States	20,736	8%	19,227	AA+	AA
55	52	Cisco	Technology	United States	20,734	8%	19,162	AA+	AAA-
56	36	HSBC	Banks	United Kingdom	20,688	-14%	24,174	AA+	AAA-
57	101	Visa	Banks	United States	20,660	81%	11,394	AAA+	AAA-
58	67	SoftBank	Telecoms	Japan	20,621	26%	16,371	AA	AA
59	41	Intel	Technology	United States	20,369	-11%	22,845	AAA	AA+
60	37	Hyundai Group	Conglomerate	South Korea	19,975	-16%	23,796	AA-	AA-
61	38	Nestlé	Food	Switzerland	19,416	-17%	23,395	AAA-	AAA
62	144	SK Group	Conglomerate	South Korea	19,358	126%	8,582	A+	AA-
63	74	H&M	Apparel	Sweden	19,177	24%	15,510	AAA	AA+
64	64	BP	Oil & Gas	United Kingdom	18,857	11%	16,962	AA+	AA
65	78	Total	Oil & Gas	France	18,514	26%	14,737	AAA-	AA
66	57	PWC	Pro Services -	United States	18,510	0%	18,569	AAA+	AAA+
67	55	Pepsi	Non Alcoholic Drinks	United States	18,279	-4%	18,947	AAA	AAA
68	120	Dell	Technology	United States	18,186	86%	9,786	AA	AA
69	71	Bosch	Engineering &	Germany	17,991	15%	15,612	AAA-	AAA-
70	83	China Telecom	Telecoms	China	17,599	29%	13,684	AA+	AA
71	89	Accenture	Technology	United States	17,464	38%	12,687	AA+	AA+
72	90	Sumitomo Group	Conglomerate	Japan	17,209	36%	12,678	A-	A+
73	85	FedEx	Logistics	United States	17,092	31%	13,079	AA+	AA
74	75	Target	Retail	United States	17,016	11%	15,331	AA+	AA
75	87	au	Telecoms	Japan	16,919	32%	12,788	AAA-	AA
76	76	Johnson's	Cosmetics & Personal	United States	16,829	11%	15,115	AAA	AAA+
77	69	Deloitte	Pro Services -	United States	16,776	4%	16,160	AAA	AAA
78	80	Boeing	Aerospace & Defence	United States	16,333	17%	13,956	AAA	AAA
79	92	Ping	An Insurance	China	16,324	29%	12,671	AAA-	AAA+
80	79	Walgreens	Retail	United States	15,969	12%	14,315	AA+	AA
81	70	Santander	Banks	Spain	15,929	2%	15,689	AA+	AA+
82	72	Fox	Media	United States	15,814	2%	15,541	AAA-	AAA-
83	New	Spectrum	Telecoms	United States	15,738			AA
84	86	J.P. Morgan	Banks	United States	15,710	21%	12,948	AA	AA-
85	65	Allianz	Insurance	Germany	15,197	-7%	16,426	AA	AA
86	134	SAP	Technology	United States	15,158	66%	9,107	AA-	AA
87	58	American Express	Banks	United States	15,014	-19%	18,483	AA+	AA+
88	81	Hitachi Group	Conglomerate	Japan	14,766	8%	13,697	AA+	A+
89	105	Uber	Technology	United States	14,596	32%	11,023	AA-	AA
90	115	Zara	Apparel	Spain	14,399	43%	10,086	AAA-	AA+
91	84	China Merchants Bank	Banks	China	14,269	8%	13,239	AAA-	AAA
92	88	Lowe's	Retail	United States	13,938	10%	12,717	AAA-	AA
93	100	NBC	Media	United States	13,736	20%	11,401	AAA+	AAA+
94	73	BNP Paribas	Banks	France	13,644	-12%	15,531	AA	AA+
95	97	Costco	Retail	United States	13,455	14%	11,847	AA	AA+
96	77	UnitedHealth Group	Pro Services - Healthcare	United States	13,379	-10%	14,934	AA	AA
97	130	JD.com	Technology	China	13,377	46%	9,194	A+	A+
98	91	EY	Pro Services -	United Kingdom	13,357	5%	12,672	AAA	AAA
99	93	MUFG	Banks	Japan	13,215	4%	12,651	AA	AA
100	207	WeChat	Technology	China	13,189	103%	6,496	AAA-	AA+