On November 28, 2017, the “2017 World Brand Summit”, co-hosted by Asia Brand Network, Global Times and Enterprise Management Magazine and co-organized by China Huaxin, was successfully held in Shanghai! The authoritative list - “2017 World Brand 500 Ranking”, which has attracted much attention at the summit, was also grandly unveiled.
Zhou Jun, President of Asia Brand Academy and Executive Vice Chairman of ABAS Expert Committee, released the “2017 Top 500 World Brands”, and made a professional interpretation of the list, as well as a professional compendium of international brand trends and the development prospects of Chinese brands.
Mr. Zhou Jun, President of Asia Brand Academy and Executive Vice Chairman of ABAS Expert Committee, released the list of “2017 Top 500 World Brands”.
In 2017, the development of the world economy faced both challenges and opportunities, and presented new features and trends. After the launch of the UK's exit from the European Union and the completion of the US presidential election, the rise of populism and the trend of anti-globalization directly or indirectly affected the economic recovery in Europe. On the other hand, in 2017, globalization entered a new bursting stage, and the combination of interconnected infrastructure and the Internet revolution will lead to disruptive changes in the shape of the world's economy, its representation and the way of industrial links.
In the face of the complex situation of the world economy, despite the fact that China's economy has entered a new normal of transformation of old and new driving forces and transformation of development mode, China is still implementing a more open foreign policy, building a network of free trade zones, accelerating the implementation of the “One Belt, One Road” Initiative, and jointly building a community of destiny, interests and responsibilities with more countries. community of destiny, interests and responsibilities with more countries.
Under such a general background, Asiabrand, on the basis of the national standard and according to the ABAS brand value evaluation system, selected 500 enterprises with the highest brand value among many brands around the world - “2017 Top 500 World Brands Ranking ", the total value of the brands on this list reaches about 69.51 trillion, and the 500 brands on the list are from 31 countries, including the United States, China, Japan, France, Germany and the United Kingdom. Among them, there are 175 brands from the United States, occupying 35.00% of the whole list, occupying the first position of the whole list of brands on the list, and the number of brands on the list is far ahead, with a total value of about 25.44 trillion, accounting for about 36.60% of the total value of the list; 97 brands from China are on the list (including Hong Kong, Macao, and Taiwan), occupying 19.4% of the total list, and ranked second, with a total value of about 14.24 trillion, accounting for 20.49% of the total value of the list; France ranked third in the number of top 500 brands on the list, with 33 brands on the list, with a total value of about 4.76 trillion, accounting for about 6.85%; Japan has 32 brands on the list, ranking fourth, with a total value of about 5.63 trillion, accounting for 8.01%. It is worth mentioning that this time the number of Japan did not enter the top three, but its total value of the top 500 brands was higher than that of France, ranking third.
Ranking of the number of brands included in the “Top 500 World Brands 2017”
“2017 World Top 500 Brands” ranked by the number of selected brand industries
From the “2017 World Top 500 Brands”, we can easily see that, with the continuous promotion of the global economic integration process, the United States still occupies the position of brand power in the top 500 brands, although China (including Hong Kong, Macao and Taiwan) on the list of 97 brands, occupying the second position, which is nearly three times the number of brands selected by France, Japan and Germany. Although China (including Hong Kong, Macao and Taiwan) has 97 brands on the list, occupying the second place, which is nearly three times the number of brands selected by France, Japan and Germany, there is still a big gap compared with the first place of the United States, which has 175 brands. This is also a reminder that we still need to increase brand building and improve investment in brand building. This list of Top10 has basically been contracted by the U.S. brands, the U.S. on the list of 7 brands, occupying the first place, sitting firmly on the title of brand power. China, the Netherlands and Germany each have one on the list. Located in the list of the top ten are: No.1, Google: 580.902 billion yuan; No.2, Apple: 522.295 billion yuan; No.3, National Grid: 497.605 billion yuan; No.4, Berkshire Hathaway: 495.075 billion yuan; No.5, Walmart: 474.081 billion yuan; No.6, AT&T ( AT&T (American Telephone and Telegraph): 430.318 billion dollars; No.7, Royal Dutch Shell: 409.975 billion dollars; No.8, Facebook: 408.285 billion dollars; No.9, Microsoft: 397.788 billion dollars; No.10, Mercedes-Benz: 394.934 billion dollars.
Top 10 of the “Top 500 World Brands 2017” list
Throughout the “2017 World Top 500 Brands” list, we can see that the brand has become the core competitiveness of the industry's economic development, and plays an important role in the fierce competition. With the increasing brand awareness of consumers, the more and more attention to the consumer experience, enterprises can only be invincible if they are ahead of their rivals in the highly competitive market.
This list was created by the ABAS Expert Committee, following the industry standard of “independent, objective, fair and scientific”, combining the open market data and enterprise research data, and adding the “market option method” on the basis of the national standard multi-period excess return method (GB/T 29188-2012) to form the “Market Option Method”, which is the most important method in the industry. The “Market Option Method” was added to the national standard Multi-Cycle Excess Return Method (GB/T 29188-2012), forming the “Asiabrand Brand Evaluation Method”. A vertical comparison mechanism of brand value is established to form enterprise brand index, market concern, change index, brand industry coordinate parameters, etc. The Asiabrand “Brand Evaluation Method” is also utilized. The Asiabrand “Brand Cloud Evaluation” artificial intelligence and blockchain big data application system is used to establish a real-time synchronized and updated database of massive enterprise information. The system has been verified by a large amount of data, and has high efficiency, professionalism, stability and visibility, and is able to conveniently, quickly and accurately calculate the brand value of enterprises.
Established in 2006, ABAS Expert Committee is composed of more than 50 industry experts, scholars and professionals at home and abroad, and has organized and developed ABAS Brand Evaluation System, which is one of the most authoritative and influential expert think tanks for brand research and evaluation. Mr. Gong Fangxiong, former Managing Director of JP Morgan Asia Pacific and Chairman of China Investment Bank, is the Chairman.
2017 is a significant year for all national brands committed to the world, with the first landing of “5.10 China Brand Day” and the successful organization of “Belt and Road International Summit Forum”, which laid the foundation for the take-off of Chinese brands from the inside out, and drove the whole world into the golden period of brand development. This has laid the foundation for the take-off of Chinese brands from inside and outside, and also led the whole world into a golden period of brand development.
From the list of “2017 Top 500 World Brands”, it is not difficult to see that most of the enterprises in the world are gradually improving their awareness of their own brand building and shaping, and in the integrated and steadily developing global economy, we have reason to believe that through the branding of the enterprises themselves, accompanied by the current strong economic development, will make the enterprises more brilliant tomorrow. Tomorrow will be more brilliant.
Attachment: 2017 World's Top 500 Brands list
