谷歌超苹果成为全球最有价值品牌

国际市场研究机构 Millward Brown 日前发布了2017年“BrandZ全球百大品牌价值排行榜”，榜单显示苹果公司的品牌价值在过去一年中暴跌20%至1480亿美元，而谷歌的品牌价值则大涨40%至1590亿美元，这也就意味着谷歌终于超越苹果成为全球最值钱的品牌。

GOOGLE has overtaken rival technology titan Apple as the world's top brand in terms of value, according to global market research agency Millward Brown.

Google's brand value shot up 40 per cent in a year to $158.84 billion, Millward Brown said in its 2017 100 Top BrandZ report.

“Google has been extremely innovative this year with Google Glass, investments in artificial intelligence and a range of partnerships,” said Benoit Tranzer, the head of Millward Brown France.

Google Glass is internet-linked eyewear for which the firm has joined hands with Luxottica, a frame giant behind Ray-Ban and other high-end brands, to sell the new product in the United States.

“All these activities send a very strong signal to consumers about the essence of Google,” Tranzer said.

Apple, which dominated the top position for three straight years, saw its brand value fall by 20 per cent to $147.88 billion.

The top 10 of the 100 slots were dominated by US firms. IBM was in third place at $107.54 billion, a fall of 4 per cent, followed by Microsoft at $90.19 billion – a 29 per cent rise.

Fast food chain McDonald's ranked next at $85.71 billion, followed by Coca Cola ($80.68 billion), it said.

China led in the insurance sector with Ping An valued at $12.4 billion and China Life ($12 billion).

French luxury goods manufacturer Louis Vuitton ranked 30th overall but was the top luxury brand with a value of more than $25 billion.

Brand value is calculated on the basis of the firms' financial performance and their standing among consumers.

完整榜单：BrandZ全球百大品牌价值排行榜