连续五年蝉联冠军！它是全球头号品牌

品牌咨询公司Interbrand上上周一公布了年度的全球最佳品牌报告。一个家喻户晓的名字再度在报告排名中高居榜首：苹果。

据Interbrand估算，苹果的品牌价值已经高达1842亿美元。今年是苹果连续第五年名列第一，谷歌和微软分列第二和第三位。Interbrand于2000年开始公布品牌排行榜，直到2012年，可口可乐始终独占榜首。2013年时，苹果首次将可口可乐拉下神坛。今年可口可乐排在第四位，亚马逊、三星、丰田、Facebook、梅赛德斯-奔驰和IBM分占第五到第十名。

Interbrand编制这份榜单主要参考各家公司的财务预测和品牌定位。此外，还有最为重要的用户忠诚度，这是一个品牌未来利润和需求的源泉。

在五连霸全球品牌排行榜以前，苹果的排名已经飞速攀升。2000年苹果登上排行榜时仅排在第36位，此后苹果推出一系列革命性的产品，品牌排名随之一路飙升。

苹果为什么霸榜5年？即使不是全部，这家科技巨头也无疑具备顶级品牌应有的部分特质。Interbrand认为，全球一流品牌应具有这些特质：将用户置于首位，理解用户需求并为大家带来了前瞻性的设计；创造符合用户品牌体验的系统技术；即使过往成绩斐然，但仍能不断创造新的增长机遇。（财富中文网）

译者：Pessy

审校：夏林

Brand consulting firm Interbrandreleased its annual best brands report on Monday, and it’s topped—once again—by a familiar name: Apple.

With an estimated brand value of $184.2 billion, according to Interbrand, Apple claimed the No. 1 spot for the fifth year in a row, followed by Google at No. 2, and Microsoft at No. 3. Apple’s reign at No. 1 started in 2013, when it unseated Coca-Cola, which had been No. 1 since the list’s inception in 2000. Coca-Cola was No. 4 on this year’s ranking. Amazon, Samsung, Toyota, Facebook, Mercedes-Benz, and IBM rounded out the 2017 top 10.

Interbrand compiles its ranking by assessing companies’ financial forecasts, determining a brand’s role, and gauging a brands’ strength or its ability to create loyalty and, as a result, drive sustainable demand and profit in the future.

Apple’s five-year streak atop the global ranking followed a rapid climb for the tech titan. It slid after landing at No. 36 in 2000, but then rocketed up the chart along a trajectory that followed the introduction of its revolutionary products.

So what’s behind Apple’s five-year run? No doubt the tech giant embodies some—if not all—of what Interbrand says are the hallmarks of top-ranking brands: putting customers first by understanding what consumers want and providing them with forward-thinking design, creating technology that fits into an ecosystem of other brand experiences, and the ability to pivot to new growth opportunities—despite legacies and investments in proven products and business practices.