排名：2022年最具价值品牌100强
鉴于品牌的隐喻性，确定品牌的财务价值是一项艰巨的任务。尽管品牌是无形的，但很难否认一个强大的品牌在提高公司利润方面的有效性。考虑到这一点，Brand Finance 接受了在其年度全球 500 强报告中确定全球最具价值品牌的挑战。上图使用最新版报告中的数据，突出显示了 2022 年最有价值的 100 个品牌。
该排名衡量品牌的价值，可以将其视为与营销相关的无形资产，在消费者心目中创造品牌标识和声誉。它试图用财务术语来衡量这一点，计算品牌对拥有它的公司的价值。有关方法、计算和采购的更多信息，请转到本文底部。
最有价值品牌的全面细分
自去年的报告以来，苹果公司以 35% 的增长，以 3351 亿美元的品牌总价值继续蝉联全球最有价值品牌的榜首。这是自 2007 年以来每年发布的全球 500 强报告历史上记录的最高品牌价值。作为全球最大的科技公司之一，苹果在智能手机市场占据主导地位，尤其是在美国，现在超过 50% 的运营智能手机是 iPhone。以下是该报告列出的 100 个最有价值品牌的完整列表：
| 排名 | 品牌 | 2022 品牌价值($B) | 国家 | 领域 |
| 1 | Apple | $355.10 | United States | Tech & Services |
| 2 | Amazon | $350.30 | United States | Retail & Consumer Goods |
| 3 | $263.40 | United States | Media & Telecoms | |
| 4 | Microsoft | $184.20 | United States | Tech & Services |
| 5 | Walmart | $111.90 | United States | Retail & Consumer Goods |
| 6 | Samsung Group | $107.30 | South Korea | Tech & Services |
| 7 | $101.20 | United States | Media & Telecoms | |
| 8 | ICBC | $75.10 | China | Banking & Insurance |
| 9 | Huawei | $71.20 | China | Tech & Services |
| 10 | Verizon | $69.60 | United States | Media & Telecoms |
| 11 | China Construction Bank | $65.50 | China | Banking & Insurance |
| 12 | Toyota | $64.30 | Japan | Automobiles |
| 13 | $62.30 | China | Media & Telecoms | |
| 14 | Agricultural Bank Of China | $62.00 | China | Banking & Insurance |
| 15 | Mercedes-Benz | $60.80 | Germany | Automobiles |
| 16 | State Grid | $60.20 | China | Energy & Utilities |
| 17 | Deutsche Telekom | $60.20 | Germany | Media & Telecoms |
| 18 | TikTok/Douyin | $59.00 | China | Media & Telecoms |
| 19 | Disney | $57.10 | United States | Media & Telecoms |
| 20 | Home Depot | $56.30 | United States | Retail & Consumer Goods |
| 21 | Ping An | $54.40 | China | Banking & Insurance |
| 22 | Taobao | $53.80 | China | Retail & Consumer Goods |
| 23 | Shell | $49.90 | United Kingdom | Energy & Utilities |
| 24 | Bank of China | $49.60 | China | Banking & Insurance |
| 25 | Tmall | $49.20 | China | Retail & Consumer Goods |
| 26 | AT&T | $47.00 | United States | Media & Telecoms |
| 27 | Tencent | $46.70 | China | Media & Telecoms |
| 28 | Tesla | $46.00 | United States | Automobiles |
| 29 | Starbucks | $45.70 | United States | Food & Bev |
| 30 | Allianz Group | $45.20 | Germany | Banking & Insurance |
| 31 | Aramco | $43.60 | Saudi Arabia | Energy & Utilities |
| 32 | Moutai | $42.90 | China | Food & Bev |
| 33 | Volkswagen | $41.00 | Germany | Automobiles |
| 34 | China Mobile | $40.90 | China | Media & Telecoms |
| 35 | NTT Group | $40.70 | Japan | Media & Telecoms |
| 36 | McDonald's | $39.70 | United States | Food & Bev |
| 37 | Mitsubishi Group | $39.20 | Japan | Automobiles |
| 38 | UPS | $38.50 | United States | Energy & Utilities |
| 39 | BMW | $37.90 | Germany | Automobiles |
| 40 | Costco | $37.50 | United States | Retail & Consumer Goods |
| 41 | Bank of America | $36.70 | United States | Banking & Insurance |
| 42 | Marlboro | $36.30 | United States | Retail & Consumer Goods |
| 43 | accenture | $36.20 | United States | Tech & Services |
| 44 | Coca-Cola | $35.40 | United States | Food & Bev |
| 45 | Citi | $34.40 | United States | Banking & Insurance |
| 46 | Porsche | $33.70 | Germany | Automobiles |
| 47 | $33.50 | United States | Media & Telecoms | |
| 48 | Lowe's | $33.40 | United States | Retail & Consumer Goods |
| 49 | Nike | $33.20 | United States | Retail & Consumer Goods |
| 50 | UnitedHealthcare | $32.90 | United States | Healthcare |
| 51 | Xfinity | $31.30 | United States | Media & Telecoms |
| 52 | Chase | $30.10 | United States | Banking & Insurance |
| 53 | Wells Fargo | $30.10 | United States | Banking & Insurance |
| 54 | Deloitte | $29.80 | United States | Tech & Services |
| 55 | PetroChina | $29.70 | China | Energy & Utilities |
| 56 | Netflix | $29.40 | United States | Media & Telecoms |
| 57 | Oracle | $29.10 | United States | Tech & Services |
| 58 | JP Morgan | $28.90 | United States | Banking & Insurance |
| 59 | Wuliangye | $28.70 | China | Food & Bev |
| 60 | Target | $28.30 | United States | Retail & Consumer Goods |
| 61 | Honda | $28.20 | Japan | Automobiles |
| 62 | CSCEC | $27.40 | China | Energy & Utilities |
| 63 | American Express | $27.20 | United States | Banking & Insurance |
| 64 | JD.com | $27.20 | China | Retail & Consumer Goods |
| 65 | VISA | $27.10 | United States | Banking & Insurance |
| 66 | Cisco | $26.60 | United States | Tech & Services |
| 67 | CVS | $26.20 | United States | Retail & Consumer Goods |
| 68 | FedEx | $26.00 | United States | Energy & Utilities |
| 69 | Intel | $25.60 | United States | Tech & Services |
| 70 | Sinopec | $25.20 | China | Energy & Utilities |
| 71 | Sumitomo Group | $25.10 | Japan | Tech & Services |
| 72 | Hyundai Group | $25.00 | South Korea | Automobiles |
| 73 | SK Group | $24.40 | South Korea | Media & Telecoms |
| 74 | China Merchants Bank | $24.40 | China | Banking & Insurance |
| 75 | Mitsui | $24.30 | Japan | Energy & Utilities |
| 76 | Ford | $24.20 | United States | Automobiles |
| 77 | Spectrum | $24.10 | United States | Media & Telecoms |
| 78 | TATA Group | $23.90 | India | Energy & Utilities |
| 79 | YouTube | $23.90 | United States | Media & Telecoms |
| 80 | China Life | $23.90 | China | Banking & Insurance |
| 81 | Louis Vuitton | $23.40 | France | Retail & Consumer Goods |
| 82 | EY | $23.20 | United Kingdom | Tech & Services |
| 83 | PWC | $23.20 | United States | Tech & Services |
| 84 | Alibaba.com | $22.80 | China | Retail & Consumer Goods |
| 85 | Uber | $22.80 | United States | Tech & Services |
| 86 | Siemens Group | $22.40 | Germany | Energy & Utilities |
| 87 | Dell Technologies | $22.20 | United States | Tech & Services |
| 88 | Mastercard | $21.40 | United States | Tech & Services |
| 89 | IBM | $21.40 | United States | Tech & Services |
| 90 | Nestlé | $20.80 | Switzerland | Food & Bev |
| 91 | LG Group | $20.80 | South Korea | Tech & Services |
| 92 | Pepsi | $20.70 | United States | Food & Bev |
| 93 | TSMC | $20.50 | China | Tech & Services |
| 94 | Sony | $19.80 | Japan | Tech & Services |
| 95 | General Electric | $19.70 | United States | Energy & Utilities |
| 96 | CRCC | $19.70 | China | Energy & Utilities |
| 97 | Walgreens | $19.70 | United States | Retail & Consumer Goods |
| 98 | Vodafone | $19.50 | United Kingdom | Media & Telecoms |
| 99 | Aldi | $19.20 | Germany | Retail & Consumer Goods |
| 100 | RBC | $19.00 | Canada | Banking & Insurance |
在苹果之后，紧随其后的是亚马逊，品牌价值为 3503 亿美元。 这并不奇怪，因为这家科技巨头经常发现自己在排名中与苹果并驾齐驱，甚至在之前的报告版本中排名第一。另一个值得强调的品牌是 TikTok。 这家社交媒体公司的品牌价值同比增长 215%，成为整个榜单中增长最快的品牌。
从 2019 年到 2021 年，该平台的用户群猛增，在短短两年内从 2.914 亿增长到 6.559 亿。 根据 Insider Intelligence 的预测，如果这种增长继续下去，到 2025 年，TikTok 的用户可能会达到近 10 亿。
最有价值的行业
名单上超过三分之一的品牌属于技术和服务领域。 加起来，这一类别的品牌价值为 2 万亿美元。
| Sector | Brand Value | % of Top 100 |
|---|---|---|
| Tech & Services | $2.0 trillion | 36.8% |
| Media & Telecoms | $1.0 trillion | 19.2% |
| Retail & Consumer Goods | $910 billion | 16.8% |
| Banking & Insurance | $634 billion | 11.7% |
| Energy & Utilities | $411 billion | 7.6% |
| Automobiles | $400 billion | 7.4% |
| Healthcare | $33 billion | 0.6% |
媒体是第二大最有价值的行业——前 100 名品牌中有 19% 属于媒体和电信行业，包括谷歌、Facebook 和微信。
新冠疫情是造成这种情况的部分原因，因为在全球大流行期间媒体消费量增加。例如，在 2021 年前九个月，Snapchat 的每日使用量增长了 77%。尽管对用户的吸引力增加了，但值得注意的是，随着现实世界再次争夺注意力，广告商由于经济衰退的不安而开始隐瞒该应用程序，该公司现在感受到了刺痛。
随着全球流行病限制的逐渐消失，全球经济衰退的低语威胁到全球经济增长，明年的报告可能会看到品牌价值发生一些重大变化。
有价值品牌的地理分布
在查看这些品牌的所在地时，我们发现在排名前 100 的品牌中，美国和中国占据了 75 个。更令人惊讶的是，仅 6 个国家就占了名单的 95%。中国企业在全球舞台上的成长体现在这个可视化中。相比之下，十年前，只有六家中国公司进入了 Brand Finance 的 100 强排行榜，并且没有一家进入品牌价值前 30 名。
有趣的是，欧洲国家仅占榜单的 13%，这证明了欧洲在过去几十年中的经济主导地位已经下降了多少。早在 1960 年代，欧洲的 GDP 就占世界总 GDP 的近三分之一。 但到 2017 年，这一比例已降至 16%。 根据丹佛大学帕迪中心的预测，到 2100 年，欧盟在全球 GDP 中的份额预计将下降到 10%。
当然，如果历史教会了我们什么，那就是在一个世纪的时间里，很多事情都会发生变化。 任何人都在猜测，未来几十年这样的排名会是什么样子。
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