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微软（Microsoft, MSFT）品牌价值为390亿美元，下降了9%。谷歌（Google, GOOG）为483亿美元，上升了9%。但是苹果（Apple, AAPL）却飙升了33%，史无前例地超过了微软、IBM（IBM）、沃尔玛（Wal-Mart, WMT）和通用电气（General Electric, GE）。 以上这些数据便是上周由品牌管理和品牌评估公司Brand Finance所发布的临时品牌价值报告的亮点。该公司总部位于伦敦，专门从事为无形的市场概念赋予货币价值的工作。 根据Brand Finance的调查，总体而言，自一月份以来，世界品牌前100强的价值已下跌了2.4%。这与富国银行（Wells Fargo, WFC）及美国银行（Bank of America, BAC）等金融机构信誉的暴跌不无关联。 然而，这家咨询公司的竞争对手，BrandZ公司5月份的调查显示，苹果品牌价值超过了谷歌，达到了1,533亿美元【详情参见苹果如何成为世界最有价值品牌（How Apple became the world's most valuable brand）一文】，似乎说明这一估价仍有商榷的余地。 BrandZ公司的评估依据部分来自于200万名消费者的问卷调查。而Brand Finance公司则采用了更为直接的方法，它把各公司的商标和与之关联的知识产权折合成现金流，然后累加得出一个净现值。 |
Microsoft (MSFT) is down 9% to $39 billion. Google (GOOG) is up 9% to nearly $48.3 billion. But Apple (AAPL) is way up -- 33% -- to overtake, for the first time, Microsoft, IBM (IBM), Wal-Mart (WMT) and General Electric (GE). Those are the highlights of the interim brand value report issued last week by Brand Finance, a London-based consulting company that specializes in putting a dollar value what you might think is a rather intangible marketing concept. Overall, the value of the world's top 100 brands have fallen 2.4% since January, according to Brand Finance, dragged down by the plummeting reputations of financial institutions like Wells Fargo (WFC) and Bank of America (BAC). As if to prove there's some wiggle room in these valuations, a competing firm, BrandZ, put the value of the Apple brand at $153.3 billion in May, ahead of Google. (See How Apple became the world's most valuable brand.) BrandZ bases its ratings, in part, on a survey of 2 million consumers. Brand Finance uses a more straightforward discounted cash flow technique to arrive at a net present value of a company's trademark and associated intellectual property. |
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