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2021-06-21

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Kantar BrandZ ™ Ranking of the most valuable global brands released, Tesla's brand value is growing fastest

今天发布的2021年凯度BrandZ最具价值全球品牌排行榜显示，上榜的100强品牌总价值较一年前增长了42%，涨幅超过了过去15年平均增幅的四倍。品牌价值的上升来源于疫苗上市带来的信心恢复、各国的经济刺激政策以及不断改善的经济前景。美国品牌占据了100强中的56席；亚马逊和苹果是美国品牌的领先者，两者的品牌价值都超过了5000亿美元。　　凯度BrandZ排行榜的最顶尖品牌多数来自于科技行业，前十名中有七个是科技相关品牌。

Kantar BrandZ ™ Ranking of the most valuable global brands released, Tesla's brand value is growing fastest

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{"i18n":{"language":"en_US"},"data":{"magic":2,"id":120039117,"tweetId":"120039117","gmtCreate":1624287436439,"gmtModify":1703832592546,"author":{"id":3569541446805658,"idStr":"3569541446805658","authorId":3569541446805658,"authorIdStr":"3569541446805658","name":"ChingYee","avatar":"https://static.tigerbbs.com/24687680699c2fdc61d34a41fcba1b8e","vip":1,"userType":1,"introduction":"","boolIsFan":false,"boolIsHead":false,"crmLevel":12,"crmLevelSwitch":0,"individualDisplayBadges":[],"fanSize":1,"starInvestorFlag":false},"themes":[],"images":[],"coverImages":[],"extraTitle":"","html":"<html><head></head><body><p><span>[Miser]&nbsp;</span><br></p></body></html>","htmlText":"<html><head></head><body><p><span>[Miser]&nbsp;</span><br></p></body></html>","text":"[Miser]","highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"link":"https://ttm.financial/post/120039117","repostId":2145222082,"repostType":2,"repost":{"id":"2145222082","kind":"news","pubTimestamp":1624274520,"share":"https://ttm.financial/m/news/2145222082?lang=en_US&edition=fundamental","pubTime":"2021-06-21 19:22","market":"sh","language":"zh","title":"Kantar BrandZ ™ Ranking of the most valuable global brands released, Tesla's brand value is growing fastest","url":"https://stock-news.laohu8.com/highlight/detail?id=2145222082","media":"财经自媒体","summary":"今天发布的2021年凯度BrandZ最具价值全球品牌排行榜显示，上榜的100强品牌总价值较一年前增长了42%，涨幅超过了过去15年平均增幅的四倍。品牌价值的上升来源于疫苗上市带来的信心恢复、各国的经济刺激政策以及不断改善的经济前景。美国品牌占据了100强中的56席；亚马逊和苹果是美国品牌的领先者，两者的品牌价值都超过了5000亿美元。　　 凯度BrandZ排行榜的最顶尖品牌多数来自于科技行业，前十名中有七个是科技相关品牌。","content":"<p><html><body>Original title: [Heavy release] Kantar BrandZ in 2021 ™ Ranking of the Most Valuable Global Brands (with full list)</p><p>Source: Kantar</p><p>The world's 100 most valuable brands achieved record value growth in the Chinese New Year, with a total value of 7.1 trillion US dollars, equivalent to the combined GDP of France and Germany. 2021 Kantar BrandZ released today ™ The list of the most valuable global brands shows that the total value of the top 100 brands on the list has increased by 42% compared with a year ago, which is more than four times the average increase in the past 15 years. The rise in brand value comes from the recovery of confidence brought about by the launch of vaccines, the economic stimulus policies of various countries, and the improving economic prospects. American brands occupy 56 seats in the top 100;<a href=\"https://laohu8.com/S/AMZN\">Amazon</a>And<a href=\"https://laohu8.com/S/AAPL\">Apple</a>Is the leader of American brands, both with brand values exceeding $500 billion.</p><p><div><img src=\"http://k.sinaimg.cn/n/finance/crawl/790/w550h240/20210621/696d-krpikqh4060457.jpg/w720fin.jpg\"/></div>The number of Chinese brands (Note 1) on the list has reached 18, which also makes China continue to be the country with the second largest number of brands on the list, and further opens its leading edge with European brands.<a href=\"https://laohu8.com/S/00700\">Tencent</a>And<a href=\"https://laohu8.com/S/BABA\">Alibaba</a>Both have consolidated their position as the top ten in the world, among which Tencent ranks among the top five in the world with a 60% brand value increase. Moutai is the most valuable liquor brand in the world, four times that of the second place (Budweiser).</p><p>Kantar BrandZ this year ™ The trend insights summarized in the Most Valuable Global Brands Rankings report include:</p><p>• Amazon retains its title as the world's most valuable brand, with its brand value increasing by 64% to $684 billion (equivalent to Poland's GDP). Since first entering BrandZ in 2006 ™ Since the ranking, Amazon's brand value increased the most last year, rising by $268 billion in one year, and it was the first to cross the $500 billion brand value mark together with Apple. Apple's brand value reached $612 billion this year;</p><p>• The fastest growing brand last year was<a href=\"https://laohu8.com/S/TSLA\">Tesla</a>: Its brand value increased by 275% from a year ago to US $42.6 billion, making it the most valuable car brand;</p><p>• 69 brands have contributed to the growth of the total value of the Top 100, and their brand value has increased by at least 5% compared with 2020; The 13 new brands on the list also increased the total value of the brands on the list. The new brands include<a href=\"https://laohu8.com/S/ZM\">Zoom</a>、<a href=\"https://laohu8.com/S/NVDA\">Nvidia</a>、<a href=\"https://laohu8.com/S/AMD\">AMD</a>And Spotify;</p><p>• Kantar BrandZ ™ Most of the top brands in the list come from the technology industry, and seven of the top ten are technology-related brands. The development of technology has also helped brands in other industries achieve significant growth. Gucci relied on TikTok to continue to maintain communication with consumers during the epidemic, and technology also allowed<a href=\"https://laohu8.com/S/DPZ\">Domino's Pizza</a>Under the impact of the epidemic, it is still possible to smoothly complete online orders and door-to-door delivery. The total value of the top ten brands in this year's list reached $3.3 trillion, while the total value of the top ten brands in 2011 was only $800 billion;</p><p>• By country, U.S. brands will grow the fastest in 2021, with an average year-on-year growth of 46% per brand. This also means that although the GDP of the United States only accounts for 24% of the global GDP, American brands together account for 74% of the total value of the world's top 100 brands;</p><p>• Chinese brands have further expanded their advantages over European brands. In 2011, Chinese brands contributed 11% of the value of the world's top 100 brands, but today this proportion has risen to 14%. In contrast, the share of European brands was 20% in 2011, but now it is only 8%.</p><p>As an authoritative large-scale brand building database, Kantar BrandZ ™ The data has become the hard currency in the field of global brand value evaluation. It combines rigorous financial analysis with extensive brand equity research to quantify the contribution brands make to the financial performance of businesses. Since 1998, Kantar BrandZ ™ More than 4 million consumers have been surveyed in 51 markets worldwide, involving 18 thousand brands.</p><p><div><img src=\"http://k.sinaimg.cn/n/finance/crawl/171/w550h421/20210621/8520-krpikqh4060479.jpg/w720fin.jpg\"/></div>The number of Chinese brands on the list this year has reached 18, of which<a href=\"https://laohu8.com/S/PDD\">Pinduoduo</a>It is the first time that he is on the list to find a house with Keike. Thirteen of the 15 brands on the list last year achieved brand value growth, and eight brands achieved ranking improvement. Chinese brands have performed particularly well in terms of growth rate. A total of five brands in the world have achieved value growth of more than 100%. Except for Tesla, the other four are all brands from China or owned by Chinese companies, namely Pinduoduo, Meituan, Moutai and TikTok.</p><p>President of Kantar Greater China and Kantar BrandZ ™ Global Chairman Wang Xing said: \"After such a difficult year, Chinese brands have still achieved strong growth rates and become an increasingly important force in the world. On the one hand, this is due to the steady and strong rebound of China's macro economy, Chinese consumers have optimistic expectations for the future, and Chinese brands are good at meeting the changing needs of consumers through innovation, so they have gained higher consumer love and loyalty. On the other hand, after entering a new stage of development, more and more Chinese enterprises are also aware of the need to change from Chinese speed to Chinese quality, from Chinese products to Chinese brands, and they have not stopped investing in brand building even in the most difficult moments. \"</p><p>She said: \"In the past year, many Chinese brands are still forging ahead and committed to exploring overseas markets. One of Kantar's first tasks is to help Chinese enterprises build strong, tough and truly global brands on the world stage. 2020 under the shadow of the epidemic is a big test on this construction road, and many Chinese brands have come up with a beautiful answer sheet.\"</p><p><div><img src=\"http://k.sinaimg.cn/n/finance/crawl/402/w550h652/20210621/6951-krpikqh4060519.jpg/w720fin.jpg\"/></div>Natalie Podette, Chief Marketing Officer at Kantar, said: \"2020-2021 is arguably a record year for brand growth. Despite all the challenges, our research once again proves that strong brands can deliver excellent returns to shareholders, make businesses more resilient, and share prices rebound faster. After 2020, e-commerce's contribution to overall sales has increased from 12% to 15%, benefiting all brands in the e-commerce value chain, from retailers to<a href=\"https://laohu8.com/S/FDX\">FedEx</a>And express logistics companies like UPS. \"</p><p><div><img src=\"http://k.sinaimg.cn/n/finance/crawl/44/w550h294/20210621/2935-krpikqh4060544.jpg/w720fin.jpg\"/></div>She said: \"At the beginning of the epidemic, many industries were thought to be severely impacted. But in fact, we still see the growth of these industries. For example, clothing brands as a whole performed better than media and entertainment brands in the rankings. Although reduced travel and home isolation have brought some impact to the luxury goods industry, these brands have found their focus again and also achieved growth.\"</p><p>In fact, no matter what industry a brand belongs to, as long as it can meet the changing needs of consumers and adapt to the emerging behavior of people, its brand value will rise.</p><p>• As consumers spend more time at home during quarantine, brands in the media and entertainment industry have achieved value growth of up to 50%. Nvidia and AMD, the chip providers behind the gaming industry, entered the global top 100 list for the first time;</p><p>However, the media and entertainment industry has been overshadowed by clothing brands, because the result of working from home is people redefining work and leisure clothing. Sportswear brands, such as<a href=\"https://laohu8.com/S/0OLD.UK\">Adidas</a>、<a href=\"https://laohu8.com/S/NKE\">Nike</a>, Puma and Lululemon all achieved brand value growth of more than 50%. However, fast fashion brands generally performed poorly, with only Uniqlo (+88%) and H&M (+47%) achieving large brand value growth;</p><p>• The combined brand value of the top 20 retail brands increased by 48% as consumers around the world turned to online shopping during the pandemic. In addition to Amazon's success, Chinese e-commerce brands have also gained strong gains: Alibaba, the world's seventh ranked, has cemented its position as the runner-up global retail brand, while Pinduoduo is the fastest growing retail brand in the world. E-commerce brands are not the only retail winners. Online business surged by 86% (Note 2)<a href=\"https://laohu8.com/S/HD\">Home Depot</a>Achieved a 22% brand value increase,<a href=\"https://laohu8.com/S/WMT\">Walmart</a>The value of Lowe's also rose by 30%, and Lowe's rose by 51%;</p><p>• As people felt more strongly the value of interconnecting life scenes and brands and co-creating experiences during the epidemic, Haier, an IoT ecological brand, achieved a 41% brand value growth in the past year, and its ranking also rose by 3 places. Reached 65th place;</p><p>• Zoom, a new brand on the list, is one of the most successful technology brand stories in 2021. It is convenient, easy to use, stable and reliable, and has won a large number of corporate and individual users. It ranked 52nd with a brand value of US $36.9 billion when it first entered the list;</p><p>• Many brands have won success through subscription-based business models.<a href=\"https://laohu8.com/S/MSFT\">Microsoft</a>(+26%) is one of the best examples: it adapts to people's new working patterns through innovative services, and subscription charges are not only convenient, but also quickly expand the scale of service clients. Xbox (+55%),<a href=\"https://laohu8.com/S/DIS\">Disney</a>(+13%) and Netflix (+55%) both employ the same strategy. Spotify, the music streaming platform, saw its subscriber base increase by 454% from 2015 to 2020, and its brand equity also improved significantly, finally making it on the list for the first time this year. In addition to tech brands, subscription-style charges have likewise helped companies from Lululemon, Nike, Mercedes-Benz to<a href=\"https://laohu8.com/S/0O26.UK\">Heineken</a>Brands in various industries realize brand value enhancement;</p><p>• The epidemic has not stopped the growth of liquor brands, especially the contribution from Chinese liquor brands. The most valuable liquor brand in the world is China's Moutai ($109.3 billion): its brand value doubled in a year and is now four times that of Budweiser ($25.5 billion, the second largest liquor brand value). Heineken is the fastest growing beer brand in value, up 16% from a year ago (fourth in alcohol brand value).</p><p>Brand reputation, especially performance in the areas of sustainability and ethics, is becoming an increasingly important driver behind brand growth. The value of luxury brands increased by 34%, mainly due to the fact that French and Italian brands represented by LVMH participated in public welfare activities related to the epidemic, launched sustainable transformation, and supported social movements such as \"Black Lives Matter\" and invested in building their own brand reputation. Similarly, although the epidemic has caused a huge impact on beauty brands, Paris<a href=\"https://laohu8.com/S/0NZM.UK\">L 'Oreal</a>It successfully used its brand and investment to support the women's affirmative action movement, and made the brand value rise against the trend.</p><p>\"This year's leaderboard proves once again that brand building is key to ensuring growth,\" Paudette said. \"By tracking the stock price performance of the most powerful brands, we can see that they rebound twice as quickly as other indicators. Our data analysis also found that brands have a 70% chance of success if they can do four basic tasks well. These four basic tasks include: providing excellent experiences at all touchpoints owned by the brand, having a series of well-designed functional products and services, high convenience, and getting enough exposure through wonderful advertising. COVID-19 pandemic also reminds us that consumers also attach great importance to trust and reliability. Brands must know how to constantly evolve and enhance their value, and project their influence on important events in order to show their differentiation and ultimately stand out. \"</p><p>Full list</p><p><div><img src=\"http://k.sinaimg.cn/n/finance/transform/664/w550h3314/20210621/1782-krpikqh4067705.jpg/w720fin.jpg\"/></div></body></html></p>","source":"sina","collect":0,"html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" content=\"width=device-width,initial-scale=1.0,minimum-scale=1.0,maximum-scale=1.0,user-scalable=no\"/>\n<meta name=\"format-detection\" content=\"telephone=no,email=no,address=no\" />\n<title>Kantar BrandZ ™ Ranking of the most valuable global brands released, Tesla's brand value is growing fastest</title>\n<style type=\"text/css\">\na,abbr,acronym,address,applet,article,aside,audio,b,big,blockquote,body,canvas,caption,center,cite,code,dd,del,details,dfn,div,dl,dt,\nem,embed,fieldset,figcaption,figure,footer,form,h1,h2,h3,h4,h5,h6,header,hgroup,html,i,iframe,img,ins,kbd,label,legend,li,mark,menu,nav,\nobject,ol,output,p,pre,q,ruby,s,samp,section,small,span,strike,strong,sub,summary,sup,table,tbody,td,tfoot,th,thead,time,tr,tt,u,ul,var,video{ font:inherit;margin:0;padding:0;vertical-align:baseline;border:0 }\nbody{ font-size:16px; line-height:1.5; color:#999; background:transparent; }\n.wrapper{ overflow:hidden;word-break:break-all;padding:10px; }\nh1,h2{ font-weight:normal; line-height:1.35; margin-bottom:.6em; }\nh3,h4,h5,h6{ line-height:1.35; margin-bottom:1em; }\nh1{ font-size:24px; }\nh2{ font-size:20px; }\nh3{ font-size:18px; }\nh4{ font-size:16px; }\nh5{ font-size:14px; }\nh6{ font-size:12px; }\np,ul,ol,blockquote,dl,table{ margin:1.2em 0; }\nul,ol{ margin-left:2em; }\nul{ list-style:disc; }\nol{ list-style:decimal; }\nli,li p{ margin:10px 0;}\nimg{ max-width:100%;display:block;margin:0 auto 1em; }\nblockquote{ color:#B5B2B1; border-left:3px solid #aaa; padding:1em; }\nstrong,b{font-weight:bold;}\nem,i{font-style:italic;}\ntable{ width:100%;border-collapse:collapse;border-spacing:1px;margin:1em 0;font-size:.9em; }\nth,td{ padding:5px;text-align:left;border:1px solid #aaa; }\nth{ font-weight:bold;background:#5d5d5d; }\n.symbol-link{font-weight:bold;}\n/* header{ border-bottom:1px solid #494756; } */\n.title{ margin:0 0 8px;line-height:1.3;color:#ddd; }\n.meta {color:#5e5c6d;font-size:13px;margin:0 0 .5em; }\na{text-decoration:none; color:#2a4b87;}\n.meta .head { display: inline-block; overflow: hidden}\n.head .h-thumb { width: 30px; height: 30px; margin: 0; padding: 0; border-radius: 50%; float: left;}\n.head .h-content { margin: 0; padding: 0 0 0 9px; float: left;}\n.head .h-name {font-size: 13px; color: #eee; margin: 0;}\n.head .h-time {font-size: 12.5px; color: #7E829C; margin: 0;}\n.small {font-size: 12.5px; display: inline-block; transform: scale(0.9); -webkit-transform: scale(0.9); transform-origin: left; -webkit-transform-origin: left;}\n.smaller {font-size: 12.5px; display: inline-block; transform: scale(0.8); -webkit-transform: scale(0.8); transform-origin: left; -webkit-transform-origin: left;}\n.bt-text {font-size: 12px;margin: 1.5em 0 0 0}\n.bt-text p {margin: 0}\n</style>\n</head>\n<body>\n<div class=\"wrapper\">\n<header>\n<h2 class=\"title\">\nKantar BrandZ ™ Ranking of the most valuable global brands released, Tesla's brand value is growing fastest\n</h2>\n<h4 class=\"meta\">\n<p class=\"head\">\n<strong class=\"h-name small\">财经自媒体</strong><span class=\"h-time small\">2021-06-21 19:22</span>\n</p>\n</h4>\n</header>\n<article>\n<p><html><body>Original title: [Heavy release] Kantar BrandZ in 2021 ™ Ranking of the Most Valuable Global Brands (with full list)</p><p>Source: Kantar</p><p>The world's 100 most valuable brands achieved record value growth in the Chinese New Year, with a total value of 7.1 trillion US dollars, equivalent to the combined GDP of France and Germany. 2021 Kantar BrandZ released today ™ The list of the most valuable global brands shows that the total value of the top 100 brands on the list has increased by 42% compared with a year ago, which is more than four times the average increase in the past 15 years. The rise in brand value comes from the recovery of confidence brought about by the launch of vaccines, the economic stimulus policies of various countries, and the improving economic prospects. American brands occupy 56 seats in the top 100;<a href=\"https://laohu8.com/S/AMZN\">Amazon</a>And<a href=\"https://laohu8.com/S/AAPL\">Apple</a>Is the leader of American brands, both with brand values exceeding $500 billion.</p><p><div><img src=\"http://k.sinaimg.cn/n/finance/crawl/790/w550h240/20210621/696d-krpikqh4060457.jpg/w720fin.jpg\"/></div>The number of Chinese brands (Note 1) on the list has reached 18, which also makes China continue to be the country with the second largest number of brands on the list, and further opens its leading edge with European brands.<a href=\"https://laohu8.com/S/00700\">Tencent</a>And<a href=\"https://laohu8.com/S/BABA\">Alibaba</a>Both have consolidated their position as the top ten in the world, among which Tencent ranks among the top five in the world with a 60% brand value increase. Moutai is the most valuable liquor brand in the world, four times that of the second place (Budweiser).</p><p>Kantar BrandZ this year ™ The trend insights summarized in the Most Valuable Global Brands Rankings report include:</p><p>• Amazon retains its title as the world's most valuable brand, with its brand value increasing by 64% to $684 billion (equivalent to Poland's GDP). Since first entering BrandZ in 2006 ™ Since the ranking, Amazon's brand value increased the most last year, rising by $268 billion in one year, and it was the first to cross the $500 billion brand value mark together with Apple. Apple's brand value reached $612 billion this year;</p><p>• The fastest growing brand last year was<a href=\"https://laohu8.com/S/TSLA\">Tesla</a>: Its brand value increased by 275% from a year ago to US $42.6 billion, making it the most valuable car brand;</p><p>• 69 brands have contributed to the growth of the total value of the Top 100, and their brand value has increased by at least 5% compared with 2020; The 13 new brands on the list also increased the total value of the brands on the list. The new brands include<a href=\"https://laohu8.com/S/ZM\">Zoom</a>、<a href=\"https://laohu8.com/S/NVDA\">Nvidia</a>、<a href=\"https://laohu8.com/S/AMD\">AMD</a>And Spotify;</p><p>• Kantar BrandZ ™ Most of the top brands in the list come from the technology industry, and seven of the top ten are technology-related brands. The development of technology has also helped brands in other industries achieve significant growth. Gucci relied on TikTok to continue to maintain communication with consumers during the epidemic, and technology also allowed<a href=\"https://laohu8.com/S/DPZ\">Domino's Pizza</a>Under the impact of the epidemic, it is still possible to smoothly complete online orders and door-to-door delivery. The total value of the top ten brands in this year's list reached $3.3 trillion, while the total value of the top ten brands in 2011 was only $800 billion;</p><p>• By country, U.S. brands will grow the fastest in 2021, with an average year-on-year growth of 46% per brand. This also means that although the GDP of the United States only accounts for 24% of the global GDP, American brands together account for 74% of the total value of the world's top 100 brands;</p><p>• Chinese brands have further expanded their advantages over European brands. In 2011, Chinese brands contributed 11% of the value of the world's top 100 brands, but today this proportion has risen to 14%. In contrast, the share of European brands was 20% in 2011, but now it is only 8%.</p><p>As an authoritative large-scale brand building database, Kantar BrandZ ™ The data has become the hard currency in the field of global brand value evaluation. It combines rigorous financial analysis with extensive brand equity research to quantify the contribution brands make to the financial performance of businesses. Since 1998, Kantar BrandZ ™ More than 4 million consumers have been surveyed in 51 markets worldwide, involving 18 thousand brands.</p><p><div><img src=\"http://k.sinaimg.cn/n/finance/crawl/171/w550h421/20210621/8520-krpikqh4060479.jpg/w720fin.jpg\"/></div>The number of Chinese brands on the list this year has reached 18, of which<a href=\"https://laohu8.com/S/PDD\">Pinduoduo</a>It is the first time that he is on the list to find a house with Keike. Thirteen of the 15 brands on the list last year achieved brand value growth, and eight brands achieved ranking improvement. Chinese brands have performed particularly well in terms of growth rate. A total of five brands in the world have achieved value growth of more than 100%. Except for Tesla, the other four are all brands from China or owned by Chinese companies, namely Pinduoduo, Meituan, Moutai and TikTok.</p><p>President of Kantar Greater China and Kantar BrandZ ™ Global Chairman Wang Xing said: \"After such a difficult year, Chinese brands have still achieved strong growth rates and become an increasingly important force in the world. On the one hand, this is due to the steady and strong rebound of China's macro economy, Chinese consumers have optimistic expectations for the future, and Chinese brands are good at meeting the changing needs of consumers through innovation, so they have gained higher consumer love and loyalty. On the other hand, after entering a new stage of development, more and more Chinese enterprises are also aware of the need to change from Chinese speed to Chinese quality, from Chinese products to Chinese brands, and they have not stopped investing in brand building even in the most difficult moments. \"</p><p>She said: \"In the past year, many Chinese brands are still forging ahead and committed to exploring overseas markets. One of Kantar's first tasks is to help Chinese enterprises build strong, tough and truly global brands on the world stage. 2020 under the shadow of the epidemic is a big test on this construction road, and many Chinese brands have come up with a beautiful answer sheet.\"</p><p><div><img src=\"http://k.sinaimg.cn/n/finance/crawl/402/w550h652/20210621/6951-krpikqh4060519.jpg/w720fin.jpg\"/></div>Natalie Podette, Chief Marketing Officer at Kantar, said: \"2020-2021 is arguably a record year for brand growth. Despite all the challenges, our research once again proves that strong brands can deliver excellent returns to shareholders, make businesses more resilient, and share prices rebound faster. After 2020, e-commerce's contribution to overall sales has increased from 12% to 15%, benefiting all brands in the e-commerce value chain, from retailers to<a href=\"https://laohu8.com/S/FDX\">FedEx</a>And express logistics companies like UPS. \"</p><p><div><img src=\"http://k.sinaimg.cn/n/finance/crawl/44/w550h294/20210621/2935-krpikqh4060544.jpg/w720fin.jpg\"/></div>She said: \"At the beginning of the epidemic, many industries were thought to be severely impacted. But in fact, we still see the growth of these industries. For example, clothing brands as a whole performed better than media and entertainment brands in the rankings. Although reduced travel and home isolation have brought some impact to the luxury goods industry, these brands have found their focus again and also achieved growth.\"</p><p>In fact, no matter what industry a brand belongs to, as long as it can meet the changing needs of consumers and adapt to the emerging behavior of people, its brand value will rise.</p><p>• As consumers spend more time at home during quarantine, brands in the media and entertainment industry have achieved value growth of up to 50%. Nvidia and AMD, the chip providers behind the gaming industry, entered the global top 100 list for the first time;</p><p>However, the media and entertainment industry has been overshadowed by clothing brands, because the result of working from home is people redefining work and leisure clothing. Sportswear brands, such as<a href=\"https://laohu8.com/S/0OLD.UK\">Adidas</a>、<a href=\"https://laohu8.com/S/NKE\">Nike</a>, Puma and Lululemon all achieved brand value growth of more than 50%. However, fast fashion brands generally performed poorly, with only Uniqlo (+88%) and H&M (+47%) achieving large brand value growth;</p><p>• The combined brand value of the top 20 retail brands increased by 48% as consumers around the world turned to online shopping during the pandemic. In addition to Amazon's success, Chinese e-commerce brands have also gained strong gains: Alibaba, the world's seventh ranked, has cemented its position as the runner-up global retail brand, while Pinduoduo is the fastest growing retail brand in the world. E-commerce brands are not the only retail winners. Online business surged by 86% (Note 2)<a href=\"https://laohu8.com/S/HD\">Home Depot</a>Achieved a 22% brand value increase,<a href=\"https://laohu8.com/S/WMT\">Walmart</a>The value of Lowe's also rose by 30%, and Lowe's rose by 51%;</p><p>• As people felt more strongly the value of interconnecting life scenes and brands and co-creating experiences during the epidemic, Haier, an IoT ecological brand, achieved a 41% brand value growth in the past year, and its ranking also rose by 3 places. Reached 65th place;</p><p>• Zoom, a new brand on the list, is one of the most successful technology brand stories in 2021. It is convenient, easy to use, stable and reliable, and has won a large number of corporate and individual users. It ranked 52nd with a brand value of US $36.9 billion when it first entered the list;</p><p>• Many brands have won success through subscription-based business models.<a href=\"https://laohu8.com/S/MSFT\">Microsoft</a>(+26%) is one of the best examples: it adapts to people's new working patterns through innovative services, and subscription charges are not only convenient, but also quickly expand the scale of service clients. Xbox (+55%),<a href=\"https://laohu8.com/S/DIS\">Disney</a>(+13%) and Netflix (+55%) both employ the same strategy. Spotify, the music streaming platform, saw its subscriber base increase by 454% from 2015 to 2020, and its brand equity also improved significantly, finally making it on the list for the first time this year. In addition to tech brands, subscription-style charges have likewise helped companies from Lululemon, Nike, Mercedes-Benz to<a href=\"https://laohu8.com/S/0O26.UK\">Heineken</a>Brands in various industries realize brand value enhancement;</p><p>• The epidemic has not stopped the growth of liquor brands, especially the contribution from Chinese liquor brands. The most valuable liquor brand in the world is China's Moutai ($109.3 billion): its brand value doubled in a year and is now four times that of Budweiser ($25.5 billion, the second largest liquor brand value). Heineken is the fastest growing beer brand in value, up 16% from a year ago (fourth in alcohol brand value).</p><p>Brand reputation, especially performance in the areas of sustainability and ethics, is becoming an increasingly important driver behind brand growth. The value of luxury brands increased by 34%, mainly due to the fact that French and Italian brands represented by LVMH participated in public welfare activities related to the epidemic, launched sustainable transformation, and supported social movements such as \"Black Lives Matter\" and invested in building their own brand reputation. Similarly, although the epidemic has caused a huge impact on beauty brands, Paris<a href=\"https://laohu8.com/S/0NZM.UK\">L 'Oreal</a>It successfully used its brand and investment to support the women's affirmative action movement, and made the brand value rise against the trend.</p><p>\"This year's leaderboard proves once again that brand building is key to ensuring growth,\" Paudette said. \"By tracking the stock price performance of the most powerful brands, we can see that they rebound twice as quickly as other indicators. Our data analysis also found that brands have a 70% chance of success if they can do four basic tasks well. These four basic tasks include: providing excellent experiences at all touchpoints owned by the brand, having a series of well-designed functional products and services, high convenience, and getting enough exposure through wonderful advertising. COVID-19 pandemic also reminds us that consumers also attach great importance to trust and reliability. Brands must know how to constantly evolve and enhance their value, and project their influence on important events in order to show their differentiation and ultimately stand out. \"</p><p>Full list</p><p><div><img src=\"http://k.sinaimg.cn/n/finance/transform/664/w550h3314/20210621/1782-krpikqh4067705.jpg/w720fin.jpg\"/></div></body></html></p>\n<div class=\"bt-text\">\n\n\n<p> source：<a href=\"https://finance.sina.com.cn/chanjing/gsnews/2021-06-21/doc-ikqcfnca2364404.shtml\">财经自媒体</a></p>\n\n\n</div>\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"https://static.tigerbbs.com/d1f099f6724852eed80c0925003dfca8","relate_stocks":{"TSLA":"特斯拉"},"source_url":"https://finance.sina.com.cn/chanjing/gsnews/2021-06-21/doc-ikqcfnca2364404.shtml","is_english":false,"share_image_url":"https://static.laohu8.com/b0d1b7e8843deea78cc308b15114de44","article_id":"2145222082","content_text":"原标题：【重磅发布】2021年凯度BrandZ™最具价值全球品牌排行榜（附完整榜单）来源：凯度全球最有价值的100个品牌在过年一年里实现了创纪录的价值增长，总价值达到了7.1万亿美元，相当于法国和德国的GDP总和。今天发布的2021年凯度BrandZ™最具价值全球品牌排行榜显示，上榜的100强品牌总价值较一年前增长了42%，涨幅超过了过去15年平均增幅的四倍。品牌价值的上升来源于疫苗上市带来的信心恢复、各国的经济刺激政策以及不断改善的经济前景。美国品牌占据了100强中的56席；亚马逊和苹果是美国品牌的领先者，两者的品牌价值都超过了5000亿美元。上榜的中国品牌（注1）达到了18个，这也使中国继续成为上榜品牌数量第二多的国家，并进一步拉开了与欧洲品牌的领先优势。腾讯和阿里巴巴均巩固了自己全球前十强的地位，其中腾讯更是凭借60%的品牌价值增幅跻身全球前五强。茅台是全球价值最高的酒类品牌，是第二名（百威）的四倍。今年凯度BrandZ™最具价值全球品牌排行榜报告总结的趋势洞察包括：• 亚马逊卫冕了全球最有价值品牌的宝座，其品牌价值增长了64%达到了6840亿美元（相当于波兰的GDP）。自从2006年首次进入BrandZ™排行榜以来，亚马逊在去年的品牌价值增长幅度最大，一年内上升了2680亿美元，与苹果一起最先跨过了5000亿美元的品牌价值大关。苹果的品牌价值在今年达到了6120亿美元；• 去年增速最快的品牌是特斯拉：其品牌价值较一年前增长了275%达到了426亿美元，它也由此成为了最具价值的汽车品牌；• 有69个品牌对于100强总价值的增长做出了贡献，它们的品牌价值较2020年增长了至少5%；13个新入榜的品牌也提升了上榜品牌的总价值，新晋品牌包括Zoom、英伟达、AMD和Spotify；• 凯度BrandZ™排行榜的最顶尖品牌多数来自于科技行业，前十名中有七个是科技相关品牌。技术的发展也帮助其他行业的品牌实现了显著增长。古驰在疫情期间依托TikTok继续维持与消费者的沟通，而技术也让达美乐比萨在疫情的冲击下仍然能够顺畅完成网上下单送货上门。今年排行榜上前十名的品牌价值合计达到了3.3万亿美元，而2011年的前十名合计仅为8000亿美元；• 按国家来看，美国品牌在2021年的增速是最快的，平均每个品牌的同比增长为46%。这也意味着虽然美国的GDP只占全球GDP的24%，但美国品牌合计占据了全球100强品牌总价值的74%；• 中国品牌进一步拉开了领先欧洲品牌的优势。在2011年时，中国品牌合计贡献了全球100强品牌价值的11%，而今天这一比例已经上升到了14%。与此相反，欧洲品牌在2011年时的份额为20%，而现在只有8%。作为权威的大型品牌建设数据库，凯度BrandZ™的数据已经成为了全球品牌价值评估领域的硬通货。它将严谨的财务分析与广泛的品牌资产研究相结合，量化了品牌为企业的财务表现所做出的贡献。自1998年以来，凯度BrandZ™已经在全球51个市场上调查了400多万名消费者，涉及1.8万个品牌。今年上榜的中国品牌数量达到了18个，其中拼多多和贝壳找房是首次上榜。去年就在榜上的15个品牌中有13个品牌实现了品牌价值增长，并且有八个品牌实现了排名提升。中国品牌在增速方面表现尤其亮眼。全球一共有五个品牌实现了超过100%的价值增长，除了特斯拉之外，其余四个全部来自中国或是中国企业拥有的品牌，分别是拼多多、美团、茅台和TikTok。凯度大中华区总裁兼凯度BrandZ™全球主席王幸表示：“在如此艰难的一年之后，中国品牌仍然取得了强劲的增速，成为全球越来越重要的一支力量。这一方面是由于中国宏观经济实现了稳健与强劲的反弹，中国消费者对未来抱有乐观的预期，而中国品牌擅于通过创新满足消费者不断变化的需求，因此得到了更高的消费者热爱与忠诚。另一方面，在进入新发展阶段后，越来越多的中国企业也意识到要从中国速度向中国质量转变，从中国产品向中国品牌转变，即使在最困难的时刻也没有停止投资在品牌建设上。”她表示：“过去一年里很多中国品牌仍然砥砺前行，致力于开拓海外市场。凯度的首要任务之一是助力中国企业打造强大、坚韧、真正立于世界舞台的全球化品牌。疫情阴影下的2020年是这条建设路上的一场大考，而很多中国品牌拿出了一张漂亮的答卷。”凯度首席市场官娜塔莉·波戴特表示：“2020至2021年可以说是品牌增长创纪录的一年。虽然大家都遇到了各种挑战，但我们的研究再一次证明，强大的品牌能为股东带来优异的回报，让企业更有韧性，股价反弹也更快。经过2020年之后，电子商务对总体销售的贡献比例从12%提升到了15%，参与电商价值链的所有品牌都受益良多，其中就包括从零售商到像联邦快递和UPS这样的快递物流企业。”她表示：“在疫情初期，有很多行业被大家认为将受到严重的冲击。但实际上我们也依然看到了这些行业的增长。比如说，服装品牌这一整体在排行榜上的表现好于媒体与娱乐类品牌。而虽然旅行减少和居家隔离给奢侈品行业带来了一些冲击，但这些品牌重新找到了聚焦的方向，同样也实现了增长。”事实上，无论品牌属于哪个行业，只要它能够满足消费者不断变化的需求，适应人们新出现的行为方式，它的品牌价值就会上升。• 随着消费者们在隔离期间在家待了更多的时间，媒体与娱乐行业品牌实现了高达50%的价值增长。游戏行业背后的芯片提供商英伟达和AMD首次进入了全球100强榜单；• 但是，媒体与娱乐行业的光芒被服装品牌盖过了，因为在家工作的结果是人们重新定义了工作与休闲服饰。体育服装品牌，如阿迪达斯、耐克、彪马和Lululemon都实现了50%以上的品牌价值增长。然而，快时尚品牌总体上表现不佳，仅有优衣库（+88%）和H&M（+47%）实现了较大的品牌价值增长；• 随着疫情期间全世界的消费者都转向线上购买，前20大零售品牌的合计品牌价值上升了48%。除了亚马逊的成功之外，中国的电子商务品牌也涨势强劲：全球排名第七的阿里巴巴巩固了全球零售品牌亚军的地位，而拼多多则是全球增速最快的零售品牌。零售赢家中并不只有电商品牌，线上业务爆涨86%（注2）的家得宝获得了22%的品牌价值增长，沃尔玛的价值也上升了30%，Lowe’s更是大涨了51%；• 由于人们在疫情期间更加强烈地感受到了生活场景与品牌相互的联接、共创体验的价值，物联网生态品牌海尔在过去一年中实现了41%的品牌价值增长，排名也上升了3位达到了第65名；• 新入榜品牌Zoom是2021年最成功的科技品牌故事之一，它方便易用又稳定可靠，赢得了大量的企业和个人用户。它首次入榜就以369亿美元的品牌价值位居第52名；• 很多品牌通过订阅式的商业模式赢得了成功。微软（+26%）就是最佳的例子之一：它通过创新的服务适应人们新的工作模式，订阅收费不仅方便，而且快速地扩大了服务对象的规模。Xbox（+55%）、迪士尼（+13%）和Netflix（+55%）都采用了相同的策略。音乐流媒体平台Spotify的订户人数从2015年至2020年前增长了454%，并且品牌资产也得到显著改善，终于在今年首次上榜。除了科技品牌之外，订阅式的收费也同样帮助从Lululemon、耐克、梅赛德斯·奔驰到喜力啤酒的各行业品牌实现品牌价值提升；• 疫情并没能阻止酒类品牌增长的步伐，来自中国白酒品牌的贡献尤其明显。全球最有价值的酒类品牌是中国茅台（1093亿美元）：它的品牌价值在一年之间实现了翻倍，现在是百威（255亿美元，酒类品牌价值第二名）的四倍。喜力是价值增长速度最快的啤酒品牌，较一年前上升了16%（酒类品牌价值第四名）。品牌声誉，尤其是在可持续发展和道德领域的表现，正在成为品牌增长背后越来越重要的驱动因素。奢侈品品牌的价值上升了34%，这主要是由于以LVMH为代表的法国和意大利的品牌参与了与疫情相关的公益行为，启动可持续化转型，以及支持“黑人的命也是命（Black Lives Matter）”等社会运动，投资打造自己的品牌声誉。类似地，虽然疫情让美妆品牌遭遇了巨大冲击，但巴黎欧莱雅成功地把它的品牌与投资用于支持女性平权运动，让品牌价值实现了逆势上扬。“今年的排行榜再次证明品牌建设是确保增长的关键，”波戴特表示。“通过追踪最强大品牌的股价表现，我们可以看到它们比其他指标反弹速度快两倍。我们的数据分析也发现，如果品牌能做好四项基础工作，那它们就有70%的可能获得成功。这四项基础工作包括：在品牌拥有的各个接触点上提供优异的体验，拥有一系列精心设计的功能性产品与服务，极高的便利性，以及通过精彩的广告获得足够的曝光。新冠疫情也提醒我们，消费者也非常重视信任与可靠性。品牌必须要懂得不断进化和提升自己的价值，并且在重要事件上投射自己的影响力，才能展现自己的差异化，并最终脱颖而出。”完整榜单","news_type":1,"symbols_score_info":{"TSLA":0.6}},"isVote":1,"tweetType":1,"viewCount":1646,"commentLimit":10,"likeStatus":false,"favoriteStatus":false,"reportStatus":false,"symbols":[],"verified":2,"subType":0,"readableState":1,"langContent":"EN","currentLanguage":"EN","warmUpFlag":false,"orderFlag":false,"shareable":true,"causeOfNotShareable":"","featuresForAnalytics":[],"commentAndTweetFlag":false,"andRepostAutoSelectedFlag":false,"upFlag":false,"length":7,"xxTargetLangEnum":"ORIG"},"commentList":[],"hasMoreComment":false,"orderType":2}