世界品牌实验室发布2021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 “World’s 500 Most Influential Brands 2021”
Google, Amazon, and Microsoft claim the top three slots. The US has the most representation, followed by France, Japan, China, and the UK.
由世界品牌实验室(World Brand Lab)独家编制的2021年度(第十八届)《世界品牌500强》排行榜于12月7日在美国纽约揭晓。凭借优异的市场表现及强劲的业务增长，去年的亚军谷歌(Google)一举击败亚马逊(Amazon)荣登榜首；亚马逊因受疫情影响业绩不及预期，退居第二；2021财年净利润大增的微软(Microsoft)继续保持第三。美国占据500强中的198席，稳居品牌大国第一。法国、日本、中国和英国为世界品牌大国的第二阵营。中国品牌入选数(44个)超越英国(37个)，继续保持第四名的好成绩。
The 18th edition of the World's 500 Most Influential Brands list, compiled by World Brand Lab, was released on December 7, 2021, in New York. With its excellent market performance and strong business growth, Google tops the list, defeating Amazon, which fell to second place due to its lower-than-expected results during the pandemic. Microsoft, which saw a strong increase in its net income during 2021, retained its place in third. The US led the field of nations with the most companies on the list, claiming 198 of the top 500. France, Japan, China, and the UK are also well-represented. China surpassed the UK and continues to hold fourth place, with 44 of its brands selected.
连续十八年发布的《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。除了备受关注的新能源汽车品牌（如特斯拉），还有一些正在崛起的中国品牌表现亮眼，包括国家电网、海尔、华润、中国人寿、五粮液、青岛啤酒、中化、中国南方电网、恒力、徐工和北大荒等。
The World's 500 Most Influential Brands list, which has been published annually for the past 18 years, is judged based on each brands’ global influence (i.e., their ability to develop and capture markets and earn profits). World Brand Lab tracks three key indicators of brand influence—market share, brand loyalty, and global leadership—for more than 15,000 leading brands around the globe and uses this data to develop the list. In addition to new energy vehicle brands (such as Tesla) that are getting a lot of attention, there are a number of Chinese brands on the rise, including State Grid, Haier, China Life, Wuliangye, Tsingtao Beer, Sinochem, China Southern Power Grid, Hengli, XCMG, and Beidahuang.
2021年《世界品牌500强》排行榜入选国家共计31个。从品牌数量的国家分布看，美国占据500强中的198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48个、46个、44个和37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26个、17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。然而，在新冠疫情和地缘政治的双重影响下，跨国品牌都面临信任和声誉危机。
The 2021 World’s 500 Most Influential Brands list includes brands from 31 countries. The US topped the list, at 198, retaining its position as a global brand superpower. France, Japan, China, and the UK boast 48, 46, 44, and 37 brands on the list, respectively, while Germany, Switzerland, and Italy make up the third tier of brand powerhouses, with 26, 17, and 15 brands. Although there is a historic recession in the European economy due to the COVID-19 pandemic, European brands remain strong performers. However, due to the dual impact of the pandemic and geopolitics, multinational brands around the world are facing a crisis of trust and reputation.
今年《世界品牌500强》共覆盖了47个行业。其中，汽车与零件行业共有37个品牌入榜，排名继续保持第一；食品与饮料行业今年有34个品牌上榜，排名第二；疫情使得信息传播变得更加重要，使得传媒行业不同类型品牌之间的差距增大。传媒行业上榜28个品牌，与去年持平；能源以27个品牌上榜排名第四位。其他入选数量排名靠前的行业还有零售（24个）和互联网（23个）、银行（23个），分别位列第五和第六。
The 2021 World’s 500 Most Influential Brands list spans 47 industries. Among them, the automobile industry led the pack, with a total of 37 brands listed, followed by the food and beverage industry, with 34 brands listed. The pandemic has made information dissemination even more important, increasing the gaps between media brands. There are 28 media industry brands on the list—the same as last year—while the energy industry lists 27 brands, ranking in 4th place. The other top-ranked industries for 2021 were retail (24), Internet (23), and banking (23).
今年新上榜的品牌总计有26个。新上榜的品牌中，排名最高的为中国的华润（China Resources），位于总榜70名，该品牌旗下拥有多个享誉中国的知名品牌。韩国电力公司（KEPCO）、日本明治（Meiji）等著名品牌也榜上有名。中国新上榜的品牌除了华润，还有友邦保险（AIA）、小米（Xiaomi）、盛虹（SHENGHONG）以及国贸控股（ITG HOLDING）。受新冠疫情影响，零售、能源、旅游和航空品牌成了输家，美国联合航空（United Airlines）、新加坡航空（Singapore Airlines）、软银（SoftBank）等排名大幅度下滑，东京电力（TEPCO）、诺华（Novartis）、梅西百货（Macy's）、澳洲航空（Qantas Airways）更是直接跌出了榜单。
Twenty-six brands are new to the list this year. Among the new entrants, the highest-ranked brand is China Resources, in 70th place. China Resources includes several well-known subsidiaries (such as Snow Beer). Other newly listed brands from China include AIA Group, Xiaomi, Shenghong, and ITG. Notable brands from other nations, including KEPCO (South Korea) and Meiji (Japan), were also listed. Due to the COVID-19 pandemic, brands in the retail, travel, and aviation sectors were among the year’s biggest losers. United Airlines, Singapore Airlines, and Softbank all fell sharply in the rankings. Other brands dropped from the list entirely, including TEPCO, Novartis, Macy’s, and Qantas Airways.
2021年度《世界品牌500强》的平均年龄为97.65岁，相比去年的96.76岁有所增加。其中100岁及以上的“百年老牌”多达218个，美国以79个占比达到近4成。法国的老牌公司圣戈班Saint-Gobain（356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44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)、友邦保险（AIA）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30个。
The average age of the brands on the 2021 World’s 500 Most Influential Brands list is 97.65 years; slightly higher than last year’s average of 96.76 years. The list includes 218 time-honored brands that are more than a century old, with 40% of these (79 brands) hailing from the US. The French brand Saint-Gobain remains the oldest brand on the list, at 356 years old, while Aviva and Moutai also have more than 300-year histories. Among the 44 Chinese brands on the list, only Moutai, Tsingtao Brewery, Wuliangye, Bank of China, and AIA have been in business for more than 100 years. Among the industries that were evaluated, food and beverage brands were the oldest, counting 30 brands over 100 years old.
世界品牌实验室和超级财经(Superfinance)的联合团队实证研究发现，品牌价值和ESG绩效的关联性愈来愈强。对此，即将出席12月15日举行的世界经理人峰会暨世界品牌500强发布会的牛津大学企业声誉中心主任鲁伯特·扬格(Rupert Younger)认为，“企业领导人有三个关键的战略杠杆，他们可以用来产生积极的声誉资本：他们可以通过行动发出正确的信号；他们可以选择与高地位和高声誉的公司联系；他们可以积极管理他们的叙事策略。但在这三重行动中，最重要的似乎是行为信号，而ESG战略是这些信号的基础”。同样即将出席世界经理人峰会的欧洲工商管理学院(INSEAD)营销学教授皮埃尔·尚登(Pierre Chandon)认为，“面对动态的世界，跨国品牌既要以一种有效的方式来承诺客户利益，又要驾驭国与国之间日益艰难的地缘政治紧张局势“。
A joint team from World Brand Lab and Superfinance identified an increasing correlation between brand value and ESG performance. Rupert Younger, director of Oxford University’s Centre for Corporate Reputation, who will attend the World Executive Summit on December 15, noted, “Business leaders have three key strategic levers that they can use to generate positive reputation capital. They can act in ways that send the right signals, they can elect to associate themselves with firms of high status and reputation, and they can actively manage their narrative strategies to cut through in an age of information overload. But within this trio of actions, it is the behavioral signals that seem to matter most, and ESG strategy is the basis for these signals.” Pierre Chandon, Professor of Marketing at INSEAD, who will also be attending the Summit, stated, “In the face of a dynamic world, multinational brands have to both promise customer benefits in an effective way and navigate the increasingly difficult geopolitical tensions between countries.”
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。世界品牌实验室学术委员会主席斯蒂芬·沃格(Steve Woolgar)认为，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)倡议创建并担任首任主席，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，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, the CEO of the World Executive Group and Co-Founder of the World Brand Lab, stressed his belief that brands need to be accountable not only to consumers but also to stakeholders. The pandemic has accelerated a shift in consumer values, with brands expected to both provide value and take a stand on ESG issues. Stephen Woolgar, the Chairman of the Academic Committee of World Brand Lab, said that global brands must shift their value frameworks to meet consumer goals and adapt their marketing to align with the “Brand for Good” principle. Since 2003, World Brand Lab has tracked more than 80,000 major brands in 60 countries. This leading brand consulting, research, and evaluation firm, which was co-founded and first chaired by the late Professor Robert Mundell, the 1999 Nobel laureate in Economics, is wholly owned by World Executive Group. In addition to preparing the World’s 500 Most Influential Brands list, World Brand Lab is dedicated to brand valuation, strategy, naming, design, and protection. World Brand Lab research results have become a key reference for intangible asset evaluation in the M&A process of hundreds of listed companies.
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)。
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。
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”。
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。
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。
