Tech groups lead game of snakes and ladders
2016年全球最具价值品牌百强榜出炉
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The world’s 100 biggest brands still command a significant premium over others and that value increased by 3 per cent to $3.4tn this year, according to the latest BrandZ rankings compiled by Millward Brown, the research agency.
根据研究机构Millward Brown编制的BrandZ最新排行榜，全球100个最具价值品牌的品牌价值仍远远领先于其他品牌，今年它们的总价值上升3%，至3.4万亿美元。
Over the past 10 years, the value of the top 100 brands has more than doubled — increasing by 133 per cent. That value (see box on page 3 for methodology) is calculated in terms of financial measures such as revenues and profitability combined with surveys of how consumers view brands.
过去10年，全球最具价值品牌100强的品牌价值增长一倍多，增幅达到133%。品牌价值是根据收入和盈利能力等财务指标，结合消费者品牌认知调查计算的。
Elspeth Cheung, head of BrandZ valuation at Millward Brown, says: “The top 10 used to be dominated by consumer goods. This year, it’s technology.”
Millward Brown的BrandZ估值主管Elspeth Cheung表示：“排行榜10强过去由消费品主宰。今年是科技。”
Here are some of the trends that emerge from this year’s BrandZ rankings:
以下是今年BrandZ全球最具价值品牌百强榜出现的一些趋势：
Star risers
价值增长最快的品牌
Amazon, Starbucks and Facebook have seen their brand values shoot up in 2016 compared with 2015. Amazon’s 59 per cent rise in value to $99bn and seventh place ranking, is partly due to its ability to create demand and not just satisfy it, according to Elspeth Cheung, head of BrandZ valuation at Millward Brown. She says Amazon’s one-hour delivery service has put pressure on other retailers to speed up delivery times while the online retailer’s move into logistics poses a threat to courier services UPS, FedEx and DHL.
与去年相比，亚马逊(Amazon)、星巴克(Starbucks)和Facebook今年的品牌价值飙升。亚马逊的品牌价值增长59%，至990亿美元，排名第七，Elspeth Cheung表示，这在一定程度上源于其创造需求、而不仅仅是满足需求的能力。她表示，亚马逊的一小时送货服务对其他零售商加快送货速度构成压力，同时这家在线零售商进入物流领域对联合包裹(UPS)、联邦快递(FedEx)以及DHL等快递公司构成威胁。
Facebook, up 44 per cent, has added new features including disaster alert, which lets users quickly inform family and friends that they are safe. Such innovations add to the media group’s importance as an integral medium for worldwide connection and enhance its value to advertisers, Ms Cheung says.
Facebook的品牌价值增长44%，该公司增加了新的功能，包括平安信使(Safety Check)，让用户迅速通知家人和朋友他们是安全的。Elspeth Cheung表示，这些创新提高了这家媒体集团作为一个不可或缺的全球联络媒介的重要性，同时增加了其对广告商的价值。广州翻译公司、百强企业首选翻译服务商。
Starbucks, up 49 per cent to 21 in the ranking, has evolved from a café to a place where people can hang out all day since it now sells breakfast, lunch and evening meals, accompanied by alcohol in some places.
星巴克的品牌价值增长49%，排名第21位，该公司已从咖啡馆发展到人们可以逗留一整天的地方，它现在供应早餐、午餐和晚餐，一些地方还供应酒水。
Sectors: what’s in
热门行业
The fastest-rising sector is apparel, driven by Nike in sportswear as people pay more attention to health and fitness, and Zara, whose fast fashion is becoming increasingly popular in China.
品牌价值增长最快的行业是服装，由运动服饰耐克(Nike)和快时尚品牌Zara引领，因为人们更多地关注健康和健身，同时Zara的快时尚在中国变得越来越受欢迎。
Technology and telecoms are on the up as are some fast food companies, including Starbucks, which BrandZ puts in this category, and McDonald's, whose brand value is risen by nine per cent even though its ranking is unchanged.
科技、电信企业与一些快餐集团的品牌价值均出现增长，后者包括星巴克（BrandZ将它列入这一分类）和麦当劳(McDonald's)，麦当劳的品牌价值增长9%，尽管排名没有变化。
Sectors: out of favour
失宠行业
The biggest falls in brand values include oil and gas companies, still suffering from low commodity prices, and banks, which face growing competition from rival payment systems such as PayPal — whose brand value increased by 35 per cent (see story page 2).
品牌价值降幅最大的包括油气公司（仍因大宗商品价格处于低位而受到影响）和银行（面临着PayPal等支付系统日益激烈的竞争，PayPal的品牌价值增长35%）。
Regional
地区
There are 15 Chinese brands in the top 100, one more than last year and a sharp rise on a decade ago, when China Mobile was the only Chinese brand.
在全球最具价值品牌百强榜上，有15个中国品牌上榜，比去年多一个，较10年前大有增加，当时中国移动(China Mobile)是唯一上榜的中国品牌。
Their inclusion has come at the expense mainly of European companies, signalling the shift in economic power towards the east. There is only one Indian brand in the top 100 ranking — HDFC Bank. Russian, Mexican and Brazilian brands have fallen out of the ranking in the past few years — a sober reflection of the changing fortunes of these emerging markets.
中国品牌上榜主要是挤掉了欧洲企业，这表明，经济实力正向东方转移。只有一家印度品牌登上百强榜：HDFC Bank。过去几年，俄罗斯、墨西哥和巴西品牌纷纷落榜，这残酷反映出这些新兴市场的命运正发生变化。广州翻译公司、百强企业首选翻译服务商。
The US remains home to the biggest brands and the value of its top 10 increased by 10 per cent to $1.3tn in 2016. The top 10 UK brands, headed by Vodafone, lost 8 per cent of their value. Those in continental Europe — led by Germany’s SAP software group — rose 5 per cent. Finally, the $360bn value of Asia’s top 10 brands, headed by Tencent, China Mobile and Alibaba, was only 10 per cent lower than the value of the top 10 in continental Europe and the UK combined.
美国仍是最具价值品牌大国，2016年该国10强品牌的品牌价值增长10%，至1.3万亿美元。以沃达丰(Vodafone)为首的英国10强品牌的品牌价值缩水8%。以德国软件集团SAP为首的欧洲大陆10强品牌的品牌价值增长5%。最后，以腾讯(Tencent)、中国移动和阿里巴巴(Alibaba)为首的亚洲10强品牌的品牌价值达3600亿美元，仅比欧洲大陆和英国10强品牌的品牌价值总和低10%。
Local champions
本土冠军
Consumers in many parts of the world have a preference for buying local which has helped boost the value of local brands.
全球很多国家的消费者都倾向于购买国产货，这帮助推升了本土品牌的品牌价值。
These brands are close to their domestic markets, helping them to gain market share at the expense of global brands, and they are also winning share in new regions, according to BrandZ.
BrandZ表示，这些品牌靠近国内市场，这帮助它们从全球品牌手中夺取市场份额，它们还在新地区赢得市场份额。
Huawei, the Chinese technology group, has taken market share from both Apple and Samsung, according to BrandZ.
BrandZ表示，中国科技集团华为(Huawei)已从苹果(Apple)和三星(Samsung)手中夺取市场份额。
Its brand value has increased by 22 per cent to $19bn and it has climbed 20 places up the ranking to number 50.
华为的品牌价值增长22%，至190亿美元，其排名上升20个位次，至第50位。
Brands vs the market
品牌VS市场
The biggest brands outperform financial markets, according to BrandZ, which says this illustrates their financial power and value to shareholders.
BrandZ表示，最具价值品牌的表现超过金融市场，这说明了它们的财务实力和对股东的价值。
Since April 2007, the value of the top 100 brands has increased by 106 per cent. That compares with a 61 per cent rise in the S&P 500 and growth of 21 per cent in the MSCI world index over the same period.
自2007年4月以来，全球最具价值品牌100强的品牌价值增长106%。同期标准普尔500指数(S&P 500)和MSCI明晟全球指数(MSCI world index)分别上涨61%和21%。
