四級(jí)閱讀蘋(píng)果超谷歌登頂最具價(jià)值品牌榜
Apple has overtaken Google as the worlds most valuable brand, ending a four-year reign by the Internet search leader, according to a new study by global brands agency Millward Brown。
The iPhone and iPad makers brand is now worth $153 billion, almost half Apples market capitalization, says the annual BrandZ study of the worlds top 100 brands。
Apples portfolio of coveted consumer goods propelled it past Microsoft to become the worlds most valuable technology company last year。
Peter Walshe, global brands director of Millward Brown, says Apples meticulous attention to detail, along with an increasing presence of its gadgets in corporate environments, have allowed it to behave differently from other consumer-electronics makers。
Apple is breaking the rules in terms of its pricing model, he told the reporters by telephone. Its doing what luxury brands do, where the higher price the brand is, the more it seems to underpin and reinforce the desire.
Obviously, it has to be allied to great products and a great experience, and Apple has nurtured that.
By contrast, one of the brands most threatened by Apples rising popularity in offices took a big hit in the survey。
Research In Motions BlackBerry brand lost a fifth of its brand value. Among technology companies, only Nokias 28 percent decline was steeper。
Of the top 10 brands in Mondays report, six were technology and telecoms companies: Google at number two, IBM at number three, Microsoft at number five, ATT at number seven and China Mobile at number nine。
McDonalds rose two places to number four, as fast food became the fastest-growing category, Coca-Cola slipped one place to number six, Marlboro was also down one to number eight, and General Electric was number 10.
Facebook entered the top 100 at number 35 with a brand valued at $19.1 billion, while Chinese search engine Baidu rose to number 29 from 46.
The total value of the top 100 brands rose by 17 percent to $2.4 trillion, as the global economy shifted to growth。
國(guó)際品牌調(diào)研機(jī)構(gòu)明略行最新發(fā)布全球品牌排行榜，蘋(píng)果成為全球最具價(jià)值品牌，結(jié)束了互聯(lián)網(wǎng)搜索巨頭谷歌連續(xù)四年雄踞榜首的歷史。
根據(jù)年度BrandZ全球最具價(jià)值品牌百?gòu)?qiáng)榜，蘋(píng)果品牌價(jià)值高達(dá)1530億美元，接近蘋(píng)果公司市值的一半。iPhone 和iPad都是蘋(píng)果公司旗下產(chǎn)品。
去年，蘋(píng)果憑借一系列受消費(fèi)者喜愛(ài)的產(chǎn)品超過(guò)微軟，成為全球市值最高的科技公司。
明略行公司全球品牌總監(jiān)彼得 沃爾什稱(chēng)，蘋(píng)果對(duì)細(xì)節(jié)精益求精、推出的辦公適用產(chǎn)品越來(lái)越多樣，使其不同于其他電子產(chǎn)品制造商。
他在電話采訪中說(shuō)：蘋(píng)果正打破定價(jià)機(jī)制。它的做法類(lèi)似于奢侈品牌。品牌越值錢(qián)，人們購(gòu)買(mǎi)的欲望就越強(qiáng)烈。
很明顯，這有賴(lài)于優(yōu)質(zhì)的產(chǎn)品和豐富的經(jīng)驗(yàn)，而蘋(píng)果已經(jīng)具備了這些。
相比之下，受到蘋(píng)果辦公用品受好評(píng)沖擊最大的黑莓品牌卻在調(diào)查中表現(xiàn)不佳。
動(dòng)態(tài)研究公司的黑莓品牌價(jià)值下跌了20%。在科技公司中，僅有諾基亞比它表現(xiàn)更糟，下跌了28%。
在排名前十的品牌中，六個(gè)來(lái)自科技和電信公司：谷歌第二、IBM第三、微軟第五、美國(guó)電信第七、中 國(guó)移動(dòng)第九。該榜單于本周一公布。
麥當(dāng)勞排名第四，比去年上升兩位，快餐業(yè)成為增長(zhǎng)最快的品牌種類(lèi)。可口可樂(lè)排名第六，比去年下滑一位。萬(wàn)寶路排名第八，也下滑一位。通用電氣排名第十。
Facebook也躋身該榜，排名第35，品牌價(jià)值為191億美元。中國(guó)網(wǎng)絡(luò)搜索引擎百度從第46位上升至第29位。
隨著全球經(jīng)濟(jì)回暖，百?gòu)?qiáng)榜中的品牌總價(jià)值為2.4萬(wàn)億美元，比去年上升了17%。
Apple has overtaken Google as the worlds most valuable brand, ending a four-year reign by the Internet search leader, according to a new study by global brands agency Millward Brown。
The iPhone and iPad makers brand is now worth $153 billion, almost half Apples market capitalization, says the annual BrandZ study of the worlds top 100 brands。
Apples portfolio of coveted consumer goods propelled it past Microsoft to become the worlds most valuable technology company last year。
Peter Walshe, global brands director of Millward Brown, says Apples meticulous attention to detail, along with an increasing presence of its gadgets in corporate environments, have allowed it to behave differently from other consumer-electronics makers。
Apple is breaking the rules in terms of its pricing model, he told the reporters by telephone. Its doing what luxury brands do, where the higher price the brand is, the more it seems to underpin and reinforce the desire.
Obviously, it has to be allied to great products and a great experience, and Apple has nurtured that.
By contrast, one of the brands most threatened by Apples rising popularity in offices took a big hit in the survey。
Research In Motions BlackBerry brand lost a fifth of its brand value. Among technology companies, only Nokias 28 percent decline was steeper。
Of the top 10 brands in Mondays report, six were technology and telecoms companies: Google at number two, IBM at number three, Microsoft at number five, ATT at number seven and China Mobile at number nine。
McDonalds rose two places to number four, as fast food became the fastest-growing category, Coca-Cola slipped one place to number six, Marlboro was also down one to number eight, and General Electric was number 10.
Facebook entered the top 100 at number 35 with a brand valued at $19.1 billion, while Chinese search engine Baidu rose to number 29 from 46.
The total value of the top 100 brands rose by 17 percent to $2.4 trillion, as the global economy shifted to growth。
國(guó)際品牌調(diào)研機(jī)構(gòu)明略行最新發(fā)布全球品牌排行榜，蘋(píng)果成為全球最具價(jià)值品牌，結(jié)束了互聯(lián)網(wǎng)搜索巨頭谷歌連續(xù)四年雄踞榜首的歷史。
根據(jù)年度BrandZ全球最具價(jià)值品牌百?gòu)?qiáng)榜，蘋(píng)果品牌價(jià)值高達(dá)1530億美元，接近蘋(píng)果公司市值的一半。iPhone 和iPad都是蘋(píng)果公司旗下產(chǎn)品。
去年，蘋(píng)果憑借一系列受消費(fèi)者喜愛(ài)的產(chǎn)品超過(guò)微軟，成為全球市值最高的科技公司。
明略行公司全球品牌總監(jiān)彼得 沃爾什稱(chēng)，蘋(píng)果對(duì)細(xì)節(jié)精益求精、推出的辦公適用產(chǎn)品越來(lái)越多樣，使其不同于其他電子產(chǎn)品制造商。
他在電話采訪中說(shuō)：蘋(píng)果正打破定價(jià)機(jī)制。它的做法類(lèi)似于奢侈品牌。品牌越值錢(qián)，人們購(gòu)買(mǎi)的欲望就越強(qiáng)烈。
很明顯，這有賴(lài)于優(yōu)質(zhì)的產(chǎn)品和豐富的經(jīng)驗(yàn)，而蘋(píng)果已經(jīng)具備了這些。
相比之下，受到蘋(píng)果辦公用品受好評(píng)沖擊最大的黑莓品牌卻在調(diào)查中表現(xiàn)不佳。
動(dòng)態(tài)研究公司的黑莓品牌價(jià)值下跌了20%。在科技公司中，僅有諾基亞比它表現(xiàn)更糟，下跌了28%。
在排名前十的品牌中，六個(gè)來(lái)自科技和電信公司：谷歌第二、IBM第三、微軟第五、美國(guó)電信第七、中 國(guó)移動(dòng)第九。該榜單于本周一公布。
麥當(dāng)勞排名第四，比去年上升兩位，快餐業(yè)成為增長(zhǎng)最快的品牌種類(lèi)?？煽诳蓸?lè)排名第六，比去年下滑一位。萬(wàn)寶路排名第八，也下滑一位。通用電氣排名第十。
Facebook也躋身該榜，排名第35，品牌價(jià)值為191億美元。中國(guó)網(wǎng)絡(luò)搜索引擎百度從第46位上升至第29位。
隨著全球經(jīng)濟(jì)回暖，百?gòu)?qiáng)榜中的品牌總價(jià)值為2.4萬(wàn)億美元，比去年上升了17%。
