"Interbrand”发布2013年全球最佳品牌排行榜
北京时间9月30日上午消息，宏盟集团旗下企业形象及品牌顾问公司"Interbrand"发布的最新年度报告显示，苹果已超过可口可乐，成为今年全球最具价值的品牌。第四至第十名分别是：IBM、微软、美国通用电气公司、麦当劳、三星、英特尔、丰田。Interbrand自2000年以来一直编制“最佳全球品牌”报告。去年排名第1的可口可乐今年下降至第3，这是可口可乐首次失去全球排名第1的地位。"Interbrand"对品牌价值的计算基于财务业绩等多种指标。
"Interbrand"全球CEO杰兹·弗拉普顿(Jez Freampton)表示，苹果成为全球排名第1的品牌只是“时间问题”。苹果去年排名第2，高于2011年时的第8。"Interbrand"在今年的报告中称：“很多时候，一家公司改变我们的生活不仅是由于其产品，也是由于其精神。因此，在可口可乐连续13年登顶全球最佳品牌之后，"Interbrand"今年选择了新的第一名：苹果。”
"Interbrand"估计，苹果的品牌价值目前为983亿美元，较2012年上升28%。可口可乐的品牌价值同样出现增长，但仅同比增长2%，至792亿美元。因此，可口可乐今年被苹果超过。
在今年的报告中，排名第2的品牌是谷歌，而去年谷歌排名第4。实际上，在2013年前10大品牌中，有5家是科技公司，分别为苹果、谷歌，以及排名第5的微软、排名第8的三星和排名第9的英特尔。
三星的排名从第9上升至第8。三星执行副总裁及首席营销官Sue Shim表示，三星正在采取名为Brand Ideal的全新品牌战略，这一战略专注于社交目的。有研究显示，美国消费者正转向能改善人们生活的品牌。
IBM今年排名第4，较去年下降一位，但IBM并未被归类为科技品牌，而是企业服务品牌。如果将IBM也算作科技品牌，那么前10名中的科技公司将达到6家。
2013年全球最佳品牌排行榜
2013排名 | 2012排名 | 品牌 | 行业 | 2013年品牌价值（十亿美元） | 品牌价值（％） |
1 | 2 | Apple | Technology | 98.316 | 28% |
2 | 4 | Technology | 93.291 | 34% | |
3 | 1 | Coca-Cola | Beverages | 79.213 | 2% |
4 | 3 | IBM | Business Services | 78.808 | 4% |
5 | 5 | Microsoft | Technology | 59.546 | 3% |
6 | 6 | GE | Diversified | 46.947 | 7% |
7 | 7 | McDonald’s | Restaurants | 41.992 | 5% |
8 | 9 | Samsung | Technology | 39.610 | 20% |
9 | 8 | Intel | Technology | 37.257 | -5% |
10 | 10 | Toyota | Automotive | 35.346 | 17% |
11 | 11 | Mercedes-Benz | Automotive | 31.904 | 6% |
12 | 12 | BMW | Automotive | 31.839 | 10% |
13 | 14 | Cisco | Technology | 29.053 | 7% |
14 | 13 | Disney | Media | 28.147 | 3% |
15 | 15 | HP | Technology | 25.843 | -1% |
16 | 16 | Gillette | FMCG | 25.105 | 1% |
17 | 17 | Louis Vuitton | Luxury | 24.893 | 6% |
18 | 18 | Oracle | Technology | 24.088 | 9% |
19 | 20 | Amazon | Retail | 23.620 | 27% |
20 | 21 | Honda | Automotive | 18.490 | 7% |
21 | 23 | H&M | Apparel | 18.168 | 10% |
22 | 22 | Pepsi | Beverages | 17.892 | 8% |
23 | 24 | American Express | Financial Services | 17.646 | 12% |
24 | 26 | Nike | Sporting Goods | 17.085 | 13% |
25 | 25 | SAP | Technology | 16.676 | 7% |
26 | 28 | IKEA | Home Furnishings | 13.818 | 8% |
27 | 27 | UPS | Transportation | 13.763 | 5% |
28 | 36 | eBay | Retail | 13.162 | 20% |
29 | 34 | Pampers | FMCG | 13.035 | 15% |
30 | 29 | Kellogg’s | FMCG | 12.987 | 8% |
31 | 31 | Budweiser | Alcohol | 12.614 | 6% |
32 | 33 | HSBC | Financial Services | 12.183 | 7% |
33 | 32 | J.P. Morgan | Financial Services | 11.456 | 0% |
34 | 39 | Volkswagen | Automotive | 11.120 | 20% |
35 | 30 | Canon | Electronics | 10.989 | -9% |
36 | 37 | Zara | Apparel | 10.821 | 14% |
37 | 35 | Nescafé | Beverages | 10.651 | -4% |
38 | 38 | Gucci | Luxury | 10.151 | 7% |
39 | 42 | L’Oréal | FMCG | 9.874 | 12% |
40 | 41 | Philips | Electronics | 9.813 | 8% |
41 | 43 | Accenture | Business Services | 9.471 | 8% |
42 | 45 | Ford | Automotive | 9.181 | 15% |
43 | 53 | Hyundai | Automotive | 9.004 | 20% |
44 | 48 | Goldman Sachs | Financial Services | 8.536 | 12% |
45 | 51 | Siemens | Diversified | 8.503 | 13% |
46 | 40 | Sony | Electronics | 8.408 | -8% |
47 | 44 | Thomson Reuters | Media | 8.103 | -4% |
48 | 50 | Citi | Financial Services | 7.973 | 5% |
49 | 52 | Danone | FMCG | 7.968 | 6% |
50 | 47 | Colgate | FMCG | 7.833 | 2% |
51 | 55 | Audi | Automotive | 7.767 | 8% |
52 | 69 | Technology | 7.732 | 43% | |
53 | 46 | Heinz | FMCG | 7.648 | -1% |
54 | 63 | Hermès | Luxury | 7.616 | 23% |
55 | 60 | adidas | Sporting Goods | 7.535 | 12% |
56 | 57 | Nestlé | FMCG | 7.527 | 9% |
57 | 19 | Nokia | Electronics | 7.444 | -65% |
58 | 61 | Caterpillar | Diversified | 7.125 | 13% |
59 | 58 | AXA | Financial Services | 7.096 | 5% |
60 | 68 | Cartier | Luxury | 6.897 | 26% |
61 | 49 | Dell | Technology | 6.845 | -10% |
62 | 59 | Xerox | Business Services | 6.779 | 1% |
63 | 62 | Allianz | Financial Services | 6.710 | 8% |
64 | 72 | Porsche | Automotive | 6.471 | 26% |
65 | 73 | Nissan | Automotive | 6.203 | 25% |
66 | 64 | KFC | Restaurants | 6.192 | 3% |
67 | 56 | Nintendo | Electronics | 6.086 | -14% |
68 | 65 | Panasonic | Electronics | 5.821 | 1% |
69 | 66 | Sprite | Beverages | 5.811 | 2% |
70 | N/A | Discovery | Media | 5.756 | NEW |
71 | 54 | Morgan Stanley | Financial Services | 5.724 | -21% |
72 | 84 | Prada | Luxury | 5.570 | 30% |
73 | 75 | Shell | Energy | 5.535 | 16% |
74 | 74 | Visa | Financial Services | 5.465 | 11% |
75 | 70 | Tiffany & Co. | Luxury | 5.440 | 5% |
76 | 77 | 3M | Diversified | 5.413 | 16% |
77 | 82 | Burberry | Luxury | 5.189 | 20% |
78 | 67 | MTV | Media | 4.980 | -12% |
79 | 78 | Adobe | Technology | 4.899 | 8% |
80 | 85 | John Deere | Diversified | 4.865 | 15% |
81 | 79 | Johnson & Johnson | FMCG | 4.777 | 9% |
82 | 83 | Johnnie Walker | Alcohol | 4.745 | 10% |
83 | 87 | Kia | Automotive | 4.708 | 15% |
84 | 76 | Santander | Financial Services | 4.660 | -2% |
85 | N/A | Duracell | FMCG | 4.645 | NEW |
86 | 81 | Jack Daniel’s | Alcohol | 4.642 | 7% |
87 | 71 | Avon | FMCG | 4.610 | -11% |
88 | 91 | Ralph Lauren | Apparel | 4.584 | 14% |
89 | N/A | Chevrolet | Automotive | 4.578 | NEW |
90 | 80 | Kleenex | FMCG | 4.428 | 2% |
91 | 88 | Starbucks | Restaurants | 4.399 | 8% |
92 | 92 | Heineken | Alcohol | 4.331 | 10% |
93 | 89 | Corona | Alcohol | 4.276 | 5% |
94 | 86 | Pizza Hut | Restaurants | 4.269 | 2% |
95 | 90 | Smirnoff | Alcohol | 4.262 | 5% |
96 | 96 | Harley-Davidson | Automotive | 4.230 | 10% |
97 | 94 | MasterCard | Financial Services | 4.206 | 8% |
98 | 99 | Ferrari | Automotive | 4.013 | 6% |
99 | 98 | Moët & Chandon | Alcohol | 3.943 | 3% |
100 | 100 | Gap | Apparel | 3.920 | 5% |
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