BrandZ_2011_全球品牌价值百强榜(2011_BrandZ_Top100_Report.sfl

2011 BrandZ Top100 Report.sflb.ashxBrandZ 2011 全球品牌价值百强榜

2011 BrandZ Top100 Report.sflb.ashxBrandZ 2011 全球品牌价值百强榜

Welcome to the sixth annual BrandZ Top 100 Most Valuable Global Brands.

We’re delighted to present you with the sixth annual edition of the BrandZ Top 100 Most

Valuable Global Brands. As we emerged from the crushing recession of 2009, we saw ever more

clearly the power of great brands. While the overall recovery has been tepid, the value of the world’s best brands grew at a considerably faster rate. Compared with an overall improvement of 13

percent in the world’s equity markets during 2010, the best brands grew their value 30 percent faster, registering 17 percent increase since last year. As business leaders, it is time to embrace brand

stewardship as a critical competency for building long-term financial value. Brand focus is no longer simply the purview of brand managers, but the stuff that great CMOs, CFOs and CEOs are made of. No place is that more evident than when considering this year’s No. 1 most valuable brand, Apple. It’s clear that every single Apple employee, from Steve Jobs and Tim Cook to the summer interns, see protecting and nurturing that brand as a top priority.

And what a payoff the world’s best brand builders reap for their efforts! The combined value of the Top 100 brands weighs in at a staggering $2.4 trillion — more

than the GDP of Great Britain. In fact, Apple’s brand value alone is the equivalent of Peru’s GDP. When a single brand creates as much value as a fast-growing Latin American country, it’s time to stand up and take notice.Regardless of category, business sector or geography, brands are becoming increasingly important. We saw technology brands buoyed by the recovery in capital investment by businesses. Tablet computing also drove value growth not just for Apple, but also for the providers who support yet another networked device. Brands from emerging markets are becoming increasingly present in our Top 100, and the luxury goods so loved by consumers in those markets also came on strong.

BrandZ Top 100 2011 4

Our team loves celebrating the success of great brands. But we also know that brand value is more than just a cause for celebration. Brands don’t reach these vaunted levels without the support of great people, masterful planning and world-class execution. More than just a scorecard, these rankings are a powerful measure of an organization’s ability to create real and lasting value for shareholders.

Please accept this year’s report with our compliments. Along our valuation journey, we’ve learned an amazing amount about how the world’s best brands have been built. We hope you will let our team at Millward Brown Optimor put that know-how to work for you!

With warmest regards,

Eileen Campbell

This report would not be possible without the hard work and commitment of a dedicated team of professionals. We wish to extend our thanks and appreciation to:Our WPP sponsor – David Roth

BrandZ Valuation Team Leader – Cristiana Pearson BrandZ Valuation Analyst – Karen Dwek BrandZ Program Director – Peter Walshe

BrandZ Marketing Director – Miquet Humphryes BrandZ Marketing Project Manager – Karen Jones

2011 BrandZ Top100 Report.sflb.ashxBrandZ 2011 全球品牌价值百强榜

BrandZ Top 100 2011 6

2011 BrandZ Top100 Report.sflb.ashxBrandZ 2011 全球品牌价值百强榜

Preface

analyzes the world’s leading brands and the

value fluctuations.

and other sources.

other currencies.

2011 BrandZ Top100 Report.sflb.ashxBrandZ 2011 全球品牌价值百强榜

Toverview

op 100 Brand value rose 17 percent as all sectors gained and the economy shifted from recovery to growth

Apple became the world’s most valuable brand last year.

The brand increased in value by 84 percent to $153.3 billion. Apple’s rise came as the value of the BrandZ Top 100 Most Valuable Global Brands appreciated by 17 percent to $2.4 trillion, driven by year-on-year growth in all 13 product sectors studied.

Increases in fast food (22 percent), luxury (19 percent) and technology (18 percent) led sector brand value

appreciation, although a dramatic spike in value pushed insurance to first place because results included three large, expanding Chinese companies. Four of the Top 5 ranking leaders were in technology. McDonald’s was the fifth.

Most sectors also grew in value compared with 2008 pre-recession levels. The Top 100 brands increased 24 percent during that period, demonstrating the resilience of leading brands and suggesting the economy has shifted from recovery into real growth. In fact, the Top 100 brands have added $500 billion in value since 2008. Since the launch of the Top 100 Most Valuable Global Brands in 2006, the value of the Top 100 has increased 64 percent.

Along with Apple, year-on-year standout performers for the 2011 BrandZ brand valuation report include Facebook, Amazon and Baidu.

– With a 246 percent rise in brand value to $19.1 billion, Facebook made the BrandZ Top 100 for the first time at No. 35.

– Amazon edged passed Walmart to become the No. 1 retail brand, with a 37 percent rise in brand value to $37.6 billion.

– The Chinese search engine Baidu increased 141

percent in brand value to $22.6 billion, ranking it No. 29 in the Top 100, up from No. 75 a year ago.

Toyota rebounded to the No. 1 rank in cars.

Its performance demonstrated the power of strong brands to recover from the most fundamental challenges to product efficacy and reputation.

BrandZ Top 100 2011: INTRODUCTION 10

Technology and telecom brands continued to grow as a portion of the BrandZ Top 100 Most Valuable Global Brands. These categories now comprise a third of the Top 100 brands compare …… 此处隐藏：31985字，全部文档内容请下载后查看。喜欢就下载吧 ……