2016年BrandFinance全球品牌价值500强

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2016年BrandFinance全球品牌价值500强

BrandFinance全球品牌价值500强(BrandFinance Global 500)

榜单简介^[1]

　　2016年2月1日，品牌价值及战略咨询公司BrandFinance每年都会评估全球数千个知名品牌，并在年度“BrandFinance全球500强”报告中列出最强大及最具价值的品牌。今年，凭借“星球大战”和“原力觉醒”，迪士尼成为了全球最强大的品牌。

　　BrandFinance的评选标准包括公众熟悉程度、忠诚度、推广活动、营销投资、员工满意度，以及企业声誉等。在今年的报告中，苹果仍是全球最具价值品牌，其价值同比增长14%，至1459亿美元。意料之中地，在发生了尾气排放造假事件后，大众的品牌价值下降了120亿美元。此外，增长最快的10大品牌中有4家来自中国。

　　苹果连续第二年成为全球最具价值品牌。由于iPhone6和iPhone6s的成功，苹果的品牌价值同比增长了14%。；谷歌上升一位；而三星则下降一位；亚马逊上升4位，排名第四。中国移动榜上有名，而且从2015年的第11名上升2名至第9名。

　　研究同时表明，如果只投资品牌价值较高的公司，那么收益将远远超过标准普尔500指数的平均水平。

　　从2007年至2015年，标准普尔500指数的平均回报率为49%。而根据BrandFinance的数据，如果投资品牌价值与企业价值之比大于30%的公司，那么回报率将达到94%。而如果投资品牌价值与企业价值之比最高的10家公司，那么回报率将上升至97%。

2016年BrandFinance全球品牌价值榜单(前100)^[2]

Rank2016	Rank 2015	Brand name	Industry Group	Domicile	Brandvalue($m)2016	%change	Brandvalue($m)2015	Brandrating2016	Brandrating2015
1	1	Apple	Technology	US	145,918	14%	128,303	AAA	AAA
2	3	Google	Technology	US	94,184	23%	76,683	AAA+	AAA
3	2	Samsung	Conglomerate	SOUTH KOREA	83,185	2%	81,716	AAA	AAA-
4	8	Amazon.com	Technology Retail	US	69,642	24%	56,124	AA+	AAA-
5	4	Microsoft	Technology	US	67,258	0%	67,060	AAA	AAA
6	5	Verizon	Telecoms	US	63,116	5%	59,843	AAA-	AAA-
7	6	AT&T	Telecoms	US	59,904	2%	58,820	AA+	AA+
8	7	Walmart	Retail	US	53,657	-5%	56,705	AA	AA+
9	11	China Mobile	Telecoms	CHINA	49,810	4%	47,916	AAA-	AAA-
10	15	Wells Fargo	Banks	US	44,170	26%	34,925	AAA-	AAA-
11	14	Toyota	Automobiles	JAPAN	43,064	23%	35,017	AAA-	AAA-
12	9	McDonald's	Restaurants	US	42,937	-19%	52,909	AAA	AAA-
13	10	GE	Technology	US	37,216	-22%	48,019	AA+	AA+
14	22	ICBC	Banks	CHINA	36,334	32%	27,459	AA+	AA+
15	27	China Construction Bank	Banks	CHINA	35,394	34%	26,417	AAA	AAA-
16	16	BMW	Automobiles	GERMANY	34,968	6%	33,079	AAA	AAA
17	12	Coca-Cola	Soft Drinks	US	34,180	-5%	35,797	AAA+	AAA+
18	32	Facebook	Technology	US	34,002	41%	24,180	AAA-	AAA-
19	17	T (Deutsche Telekom in Germany)	Telecoms	GERMANY	33,194	7%	31,108	AA+	AA+
20	37	Agricultural Bank Of China	Banks	CHINA	32,264	42%	22,714	AAA	AA+
21	24	Mercedes-Benz	Automobiles	GERMANY	32,049	17%	27,328	AAA	AAA
22	13	IBM	Technology	US	31,786	-10%	35,428	AA	AA+
23	23	NTT Group	Conglomerate	JAPAN	31,678	16%	27,376	AA	AA
24	20	Walt Disney	Media	US	31,674	3%	30,698	AAA+	AAA+
25	19	Shell	Oil Oil & Gas Gas	NETHERLANDS	31,665	3%	30,716	AA+	AAA-
26	34	Chase	Banks	US	30,603	31%	23,392	AAA-	AA
27	21	Marlboro	Tobacco	US	29,935	5%	28,608	AAA-	AAA-
28	31	Home Depot	Retail	US	28,798	18%	24,471	AAA-	AA+
29	33	Nike	Apparel	US	28,041	16%	24,138	AAA+	AAA+
30	25	Vodafone	Telecoms	UK	27,820	2%	27,287	AA+	AA+
31	46	Bank of China	Banks	CHINA	27,735	36%	20,392	AAA	AAA-
32	29	Bank of America	Banks	US	26,928	5%	25,713	AA	AA+
33	28	Citi	Banks	US	26,031	-1%	26,210	AA+	AA+
34	38	Mitsubishi	Conglomerate	JAPAN	24,461	8%	22,679	AA	AA
35	26	HSBC	Banks	UK	24,174	-11%	27,280	AAA-	AAA
36	53	Hyundai	Conglomerate SOUTH	KOREA	23,691	22%	19,357	AA+	AAA-
37	43	Nestlé	Food	SWITZERLAND	23,395	10%	21,225	AAA	AAA
38	50	Starbucks	Restaurants	US	23,185	17%	19,762	AAA-	AA+
39	48	CVS Caremark	Retail	US	22,891	13%	20,267	AA+	AA+
40	30	Intel	Technology	US	22,845	-9%	25,011	AA+	AAA-
41	36	Oracle	Technology	US	22,136	-3%	22,888	AA	AA+
42	35	PetroChina	Oil Oil & Gas Gas	CHINA	20,318	-13%	23,317	AA	AA
43	44	Allianz	Insurance	GERMANY	20,264	-3%	20,937	AA	AA+
44	115	CSCEC	Engineering	CHINA	20,214	87%	10,806	AA-	AA-
45	42	Sinopec	Oil Oil & Gas Gas	CHINA	20,156	-5%	21,278	AA	AA
46	47	Ford	Automobiles	US	19,771	-3%	20,315	AAA-	AA+
47	104	Huawei	Technology	CHINA	19,743	70%	11,621	AA	AA
48	51	UPS	Logistics	US	19,565	0%	19,537	AA+	AA+
49	39	Honda	Automobiles	JAPAN	19,332	-14%	22,424	AAA-	AAA-
50	59	HP	Technology	US	19,305	7%	18,068	AA	AA-
51	56	ExxonMobil	Oil Oil & Gas Gas	US	19,227	5%	18,242	AA	AA+
52	64	Cisco	Telecoms Infrastructure	US	19,162	17%	16,339	AAA-	AAA-
53	66	SoftBank	Telecoms	JAPAN	19,135	19%	16,039	AA	AA
54	49	Orange	Telecoms	FRANCE	19,096	-4%	19,867	AA+	AA+
55	45	Siemens	Electrical Equipment	GERMANY	19,002	-7%	20,508	AA+	AA+
56	41	Pepsi	Soft Drinks	US	18,947	-11%	21,379	AAA	AAA-
57	18	Volkswagen	Automobiles	GERMANY	18,923	-39%	31,025	AA+	AAA-
58	63	PWC	Commercial Services	US	18,569	7%	17,330	AAA+	AAA+
59	40	American Express	Credit Cards	US	18,483	-14%	21,567	AA+	AAA-
60	65	BT	Telecoms	UK	18,442	14%	16,175	AAA-	AAA-
61	52	Axa	Insurance	FRANCE	18,280	-6%	19,529	AA	AA
62	108	Alibaba	Technology /Retail	CHINA	17,968	58%	11,377	AA+	AA+
63	57	Chevron	Oil Oil & Gas Gas	US	17,822	-2%	18,163	AA+	AA+
64	58	Nissan	Automobiles	JAPAN	17,785	-2%	18,085	AAA-	AA+
65	New	Xfinity	Telecoms /Media	US	17,186			AA+
66	55	IKEA	Retail	SWEDEN	17,009	-8%	18,540	AA	AA-
67	73	BP	Oil Oil & Gas Gas	UK	16,962	15%	14,743	AA	AA
68	86	Baidu	Technology	CHINA	16,418	24%	13,284	AAA-	AA+
69	81	Barclays	Banks	UK	16,236	14%	14,206	AA	AA
70	61	Mitsui	Conglomerate	JAPAN	16,183	-8%	17,596	AA-	AA-
71	75	Deloitte	Commercial Services	US	16,160	10%	14,694	AAA	AAA
72	100	NBC	Media	US	16,103	34%	12,004	AAA+	AAA-
73	54	Santander	Banks	SPAIN	15,689	-16%	18,700	AA+	AAA-
74	96	Bosch	Engineering	GERMANY	15,612	26%	12,384	AAA-	AA+
75	77	Fox	Media	US	15,541	7%	14,503	AAA-	AAA-
76	72	BNP Paribas	Banks	FRANCE	15,531	4%	14,939	AA+	AA
77	74	H&M	Apparel	SWEDEN	15,510	5%	14,715	AA+	AA
78	67	Target	Retail	US	15,331	0%	15,381	AA	AA
79	60	Johnson's	Consumer Products	US	15,115	-15%	17,742	AAA+	AAA+
80	93	L'Oréal	Conglomerate	FRANCE	14,990	20%	12,480	AAA+	AAA+
81	123	United	Health Group Healthcare Services	US	14,934	46%	10,231	AA	AA
82	120	Chin Life	Insurance	CHINA	14,796	43%	10,380	AAA-	AA
83	70	Total	Oil Oil & Gas Gas	FRANCE	14,737	-3%	15,203	AA	AA
84	80	ALDI	Retail	GERMANY	14,552	2%	14,301	AA-	AA-
85	69	Walgreens	Health Care Facilities &	US	14,315	-7%	15,345	AA	AA+
86	90	au	Telecoms	JAPAN	14,209	12%	12,677	AA	AA+
87	71	Boeing	Aerospace & Defence	US	13,956	-8%	15,199	AAA	AAA
88	92	Hitachi	Conglomerate	JAPAN	13,697	9%	12,612	A+	AA-
89	68	Tata	Conglomerate	INDIA	13,688	-11%	15,378	A+	AA
90	82	China Telecom	Telecoms	CHINA	13,684	-3%	14,064	AA	AA+
91	142	China Merchants Bank	Banks	CHINA	13,239	49%	8,880	AAA	AAA-
92	84	FedEx	Logistics	US	13,079	-4%	13,672	AA	AA+
93	101	J.P. Morgan	Banks	US	12,948	8%	11,958	AA-	AA
94	88	Lowe's	Retail	US	12,717	-1%	12,790	AA	AA
95	110	Accenture	Technology / IT Services	IRELAND	12,687	14%	11,087	AA+	AA
96	122	Sumitomo	Conglomerate	JAPAN	12,678	23%	10,269	AA-	AA
97	112	EY Commercial	Services	US	12,672	15%	10,994	AAA	AAA-
98	76	MUFG	Banks	JAPAN	12,651	-13%	14,511	AA	AA
99	111	Tesco	Retail	UK	12,499	13%	11,052	AA	AA
100	106	Ping An	Insurance	CHINA	12,428	8%	11,513	AAA-	AA+