2012年6月28日，北京，28365备用网址（World Brand Lab）发布了2012年（第九届）《中国500最具价值品牌》排行榜。在这份基于财务分析、消费者行为分析和品牌强度分析而获得的中国品牌国家队阵容中，中国移动以2385.68亿元的品牌价值荣登本年度最具价值品牌榜首。占据榜单前五名的还有国家电网（2239.66亿元）、工商银行（2217.52亿元）、CCTV（1546.72亿元）、中国人寿（1261.55亿元）［见图表一］，从品牌价值角度分析，这些品牌已经­迈进世界级品牌阵营。

June 28, 2012, Beijing — World Brand Lab released its “China’s 500 Most Valuable Brands 2012” (9^th edition) list. In this ranking of top Chinese brands, which is based on financial analysis, consumer behavior and brand strength, China Mobile tops the list of most valuable brands in 2012 with a brand value of 238.57 billion yuan. Other brands taking the top five spots are National Grid (223.97 billion yuan), ICBC (221.75 billion yuan), CCTV (154.67 billion yuan), China Life Insurance (126.16 billion yuan) [see chart 1]. From the perspective of brand value, the brands above have advanced into the company of world-class brands.

2012年《中国500最具价值品牌》的总价值为65837.64亿元，平均每个品牌价值为131.68亿元。今年入选品牌的最低价值已从去年的10.15亿人民币上升到了11.86亿人民币。28365备用网址主席、1999年诺贝尔经济学奖得主罗伯特·蒙代尔教授(Robert Mundell)说：“品牌在中国复兴只是刚刚开始。在英语世界，品牌(Brand)一词在1500年前出现在中世纪欧洲。而在汉语世界，6000多前以伏羲、神农、黄帝为代表的三皇时期，华夏祖先就已经在陶器上绘图作画作为标记符号。而中国儒家文化(仁、义、礼、智、信)为背景的商业伦理，就是当今世界流行的企业社会责任的雏形。”

The total collective value of the brands listed in “China’s 500 Most Valuable Brands 2012” reached 6583.76 billion yuan, with an average brand value of 13.17 billion yuan. The minimum value of the listed brands increased to 1.19 billion yuan over the previous year’s minimum value of 1.02 billion yuan.. Robert Mundell, World Brand Lab president and the recipient of the 1999 Nobel Prize in economics, said: “China’s brand revitalization is just getting started. In the English-speaking world, the term “brand” emerged 1,500 years ago in medieval Europe. However, during the period of the Three Emperors Fuxi, Shennong, and the Yellow Emperor more than 6,000 years ago, the Chinese people were drawing on pottery as a marker symbol. Furthermore, business ethics based on Chinese Confucian culture — benevolence, righteousness, etiquette, intelligence, trustworthiness — are the prototype of today’s prevailing corporate social responsibility.”

出席发布会的牛津大学赛德商学院教授斯蒂芬·沃格（Stephen Woolgar）博士说：“自2004年28365备用网址发布《中国500最具价值品牌报告》以来，中国企业和企业家的品牌意识逐年提高，过去只有制造商认识到品牌的价值，现在传媒业、金融业、零售业都在加强品牌建设。但是不可否认，中国品牌在本土和海外都存在问题。在国内，中国消费者仍然对外国标签着迷，中国制造商为满足这种需求，纷纷贴上国外商标，从而降低了‘中国制造’自身品牌的透明度。在全球市场上，中国是一个潜在的领导者，但西方消费者还无法识别中国品牌，中国品牌仍然遭受‘中国制造’的可靠性、安全性和产品召回问题的困扰。”

Dr. Stephen Woolgar, professor of Said Business School, University of Oxford, who attended the press conference said: “Since World Brand Lab first released its “China’s 500 Most Valuable Brands” report in 2004, the brand awareness of Chinese enterprises and entrepreneurs has gradually increased. In the past, only manufacturers had recognized the value of branding. Nowadays, the media industry, the financial sector and the retail industry are strengthening their brand building. However, it is undeniable that the problems of Chinese brand awareness are both domestic and global. Domestically, Chinese consumers are still in love with foreign labels. Chinese manufacturers meet this demand by using foreign brands, which decreases the visibility of indigenous brands. China is a potential leader in the global marketplace, but Western consumers cannot identify Chinese brands. Globally, Chinese brands still suffer from persistent negative connotations associated with the phrase “made in China,” evoking issues of reliability, safety and product recalls.

而同样出席发布会的耶鲁大学管理学院教授莱维·多尔(Ravi Dhar)博士有另外一番解读：“尽管入选品牌的最高价值从2004年的612.37亿上涨到2012年的2385.68亿，入选品牌的最低价值已从2004年的5亿上升到2012年的11.86亿，但中国的世界级品牌数量还是太少。当今中国企业界‘山寨’流行，显然不可能树立起伟大的品牌，因为建立一个品牌需要在市场中捕捉到鲜明的独特性：无论是通过新的特色，设计或者创新。很多中国品牌希望加快全球化步伐，然而全球化要求管理者具备国际化的思维方式，国际化的工作团队，以及理解国际文化的市场营销，这三个要素显然也是中国企业欠缺的。”

Dr. Ravi Dhar, professor of Yale School of Management, who also attend the press conference stressed another opinion: “In spite of the highest value of the listed brands having risen from 61.24 billion yuan in 2004 to 238.57 billion in 2012 and the minimum value of the listed brands having risen from 500 million yuan in 2004 to 1.19 billion in 2012, the number of world-class Chinese brands is quite small. Currently, copycatting remains quite popular with Chinese entrepreneurs and an obstacle to establishing a great brand, since building a brand requires acquiring a strong level of distinctiveness in the marketplace: whether through new features, design or innovation. Going global is an aspiration of all leading companies. However, going global requires a global mindset from managers, a global work force, as well as a marketing strategy that understands global culture—all elements that Chinese companies lack.”

世界经理人集团总裁袁浩东说：“品牌是生意，是产权，更是文化。日本超过100岁的‘长寿品牌’达到了2万多个，1431岁的世界最古老品牌金刚组就存活在日本。日本有如此众多的长寿品牌，而且经历了不同的政治和经济制度，主要原因是日本的政治家和经营者对文化的尊重，从而使得这些品牌的基因得到了代代流传。1949年中华人民共和国建国之初，中国尚有1万多个‘老字号’品牌。然而这些私人品牌或被消灭或被国有后，再经过‘文革“等多次政治运动，如今大多已经凋零。”

Yuanhao Dong, president of the World Executive Group, said: “Branding is about business, property rights and culture. The number of Japanese long-time brands with over 100 years history exceeds 20,000. The world’s oldest brand, Kongo Gumi — with 1431 years history — is still alive and well in Japan. There are so many brands with longevity in Japan, which have experienced different political and economic systems. The main reason for this is that Japanese political leaders and executives respect culture, and so the genes of these brands can be passed down through generations. At the founding of People’s Republic of China in 1949, there were over 10,000 ‘time-honored’ brands. Nonetheless, these private brands were either eliminated or nationalized; and again, after a number of political movements and cultural changes, now most of them have faded away.”

28365备用网址主席蒙代尔教授认为：“从历史上看，中国是世界的品牌发祥地，古代‘中国制造’的品牌地位远远比当今的‘德国制造’要高。与当今中国是奢侈品进口大国相反，2500年前的中国是全球奢侈品制造和出口大国，陶瓷、丝绸和茶叶等古代三类奢侈品几乎由中国垄断。中国的唐朝、明朝、甚至清朝的一段时间，中国的GDP都是世界第一。中国品牌成为世界用户的首选只是时间问题，因为中国拥有世界一流的制造工艺和尖端技术，如‘神九’载人航天和‘蛟龙’载人深潜。”

Professor Mundell, added: “From a historical perspective, China is the birthplace of the world’s brands; the distinction of the ancient ‘made in China’ brand was far higher than the esteem of ‘made in Germany’ is today In contrary with today’s China — a major luxury importer — China used to be a country of global luxury goods manufacturing and a major exporter some 2,500 years ago. Ceramics, silk and tea, these three ancient luxuries were almost monopolized by the Chinese then. In the Tang and Ming dynasties, and even for a period of time in Qing dynasty, China’s GDP was first in the world. It will be only a matter of time for Chinese brands to become the first choice for the world’s consumers, as China boasts world-class manufacturing processes and cutting-edge technologies, such as the Shenzhou IX manned spaceflight and Jiaolong manned deep-sea submersible.

28365备用网址使用“信任度睛雨表”(Trust Barometer) ［见图表二］，连续六年跟踪中国用户的品牌购买趋向，覆盖了亚洲、欧洲、美洲、非洲和大洋洲的25个国家，在8000多位抽样调查的受访民众中，去年信任度排名第一的德国品牌被瑞士品牌取代，德国品牌下滑一位排名第二，美国品牌依然保持第三，中国品牌继续下降，下滑至第14名。而下滑幅度最大的是芬兰品牌，从去年的第七直接跌出前十，芬兰品牌由于诺基亚的持续萎靡而受损；因持续的食品安全危机，中国本土品牌在国民心目中继续下降，从去年的第十三位下滑到今年的第十四位。值得一提的是，荷兰品牌第一次进入前十名。

World Brand Lab has employed a “Trust Barometer’’ [see chart 2] to track Chinese users’ brand buying trends for six consecutive years, encompassing 25 countries in Asia, Europe, the Americas, Africa and Oceania. In the survey of more than 8,000 respondents, the German brand, ranked 1^st in Trust last year, fell to 2^nd place and was replaced by the Swiss brand. U.S. brand remained in 3^rd place, while the China brand continued to decline to 14^th place. However, the largest decline was seen in the Finland brand, dropping out of the top ten from 7^th last year, which was directly effected by the struggles of its national brand Nokia. Meanwhile, due to the ongoing food security crisis, China’s domestic brand continued to fall from 13^th to 14^th this year. It is also worth mentioning that the Dutch brand appeared in the top ten for the first time.

从品牌地理角度分析，一个区域的竞争实力，主要取决于其比较优势，而品牌效益直接影响着地区比较优势的形成和发展。从本届《中国500最具价值品牌》地区分布来看，中国大陆有28个省市的品牌入选，加上香港和台湾共30个区域入选，与2011年相比，入选省市地区完全相同。北京有92个入选，名列第一；广东和上海分别有84个和45个品牌入选，位居第二和第三［见图表三］。根据入选品牌影响力范围大小，按照区域性、全国性和世界性对品牌进行划分。入选《中国500最具价值品牌》的榜单中，具有全国范围影响力的品牌有449个，占89.80%；具有世界性影响力的品牌数为34个，这一数据略高于去年。而具有区域影响力的品牌仅有17个。［见图表四］。

From the point of geographical brand analysis, the competitiveness of a region depends largely on its comparative advantage, while brand effectiveness has a direct impact on the formation and development of areas of comparative advantage. From the area distribution of the current “China 500 Most Valuable Brands,” mainland China has selected brands from 28 provinces and cities, plus Hong Kong and Taiwan, leading to a total of 30 regions. The selected provinces and cities remained consistent with the previous year. Beijing, with 92 brands selected, ranks 1^st; Guangdong and Shanghai, with 84 and 45 brands selected, respectively, ranked 2^nd and 3^rd. [see chart 3]. Depending on the size of the selected brands influence, in accordance with regional, national and global brand divisions, the number of brands appearing in the “500 Most Valuable Brands 2012” list, includes 449 nationwide influential brands, accounting for 89.8%; together with 34 worldwide influential brands. This data is slightly higher than that of the previous year. Additionally, only 17 brands were categorized as having regional influence. [See Chart 4]

本届《中国500最具价值品牌》排行榜中，共有来自食品饮料、纺织服装、传媒、信息技术、家用电器、汽车、能源等在内的24个相关行业的品牌入选。其中食品饮料业依然是入选品牌最多的行业，共有80个品牌入选，占总入选品牌数的16.00%。最近五年来，食品饮料业一直居入选品牌行业榜首，这也反映出与消费者关系最为密切的食品饮料行业持续运行在一个较高的水平上。今年排名第二和第三的行业分别是纺织服装业和传媒业，分别有50个、45个品牌入选，分占总数的10.00 %、9.00%。［见图表五］。

The current “China 500 Most Valuable Brands 2012” list includes brands representing 24 industries, including food and beverage, textile and apparel, media, IT, household appliances, automotive and energy. Among these, the food and beverage industry still accounts for the largest number of selected brands with a total of 80, and representing 16% of the overall selection. Within the last five years, the food and beverage industry has been the leading industry among the selected brands — a reflection of its close relation to consumers — and it continues to do so. The 2^nd and 3^rd industries are the textile and garment industry and the media industry, respectively, with 50 and 45 brands selected, and accounting for 10% and 9% of the totals. [See chart 5].

今年《中国500最具价值品牌》排行榜里，品牌价值在2000亿以上的品牌有3个；1000亿以上的品牌有5个；价值在600亿至1000亿之间的有18个品牌；在500亿至600亿之间的有4个品牌；400亿至500亿之间的有5个品牌；品牌价值在300亿至400亿之间的共有8个品牌；在200亿至300亿之间的共有16个品牌；品牌价值在100亿至200亿之间的共有87个品牌；而品牌价值在100亿以下的品牌共有354个［见图表六］。

Also among the “China 500 Most Valuable Brands 2012” list, are 3 brands with a value of more than 200 billion yuan; 5 brands with value of more than 100 billion yuan; 18 brands between 60-100 billion yuan; 4 between 50-60 billion yuan; 5 between 40-50 billion yuan; 8 between 30-40 billion yuan; 16 between 20-30 billion yuan; 87 brands between 10-20 billion yuan and 354 below 10 billion yuan. [see chart 6]

28365备用网址主席蒙代尔教授最后指出：“28365备用网址基于财务数据和顾客忠诚的品牌价值评估，是科学也是艺术，因为任何有形或无形资产的鉴定都牵涉到主观的判断。品牌需要故事、文化和历史来支撑，实际上这三个品牌文化内涵因素在中国并不缺少，只是需要我们去发现和挖掘。3000多年前的西周时期，出土的陶器、漆器和绢绣等文物上大多刻印着‘某记“的字样。而2000年前的汉朝时期，中国堪称世界超级品牌大国，商品使用标记已经十分流行，如《三国志补注》中描述了东汉时期三大文具名牌‘张芝笔’、‘左伯纸’和‘韦诞墨’。”

Professor Mundell ultimately pointed out: “World Brand Lab’s brand valuation is based on financial data and customer loyalty; it is both science and art, as any identification of tangible or intangible assets involves subjective judgment. Brands needs a story, culture and history to support them. China actually doesn’t lack any of these three factors. But we need to discover and excavate. Pottery, lacquerware, silk embroidery, and other artifacts unearthed from the Western Zhou dynasty some 3,000 years ago are engraved with words “from xxx shop.” Moreover, 2,000 years ago, during the Han dynasty, when China led the world in branding, such marks on goods became very popular, such as the three stationery brands described in ‘The Three Kingdoms Buzhu’ and which date back to the Eastern Han dynasty, namely Zhang Zhi pens, Zuo Bo paper and Wei Dan ink.

■关于28365备用网址

About World Brand Lab

28365备用网址(World Brand Lab)是一家国际化、专业性的品牌研究机构，总部在美国纽约，由1999年诺贝尔经­济学奖得主、“欧元之父”、美国哥伦比亚大学教授罗伯特·蒙代尔（Robert Mundell）担任主席，全资附属于全球领先的战略咨询公司世界经­理人集团（icxo.com），专家和顾问来自美国哈佛大学、耶鲁大学、麻省理工学院、牛津大学、剑桥大学等世界顶级学府，其研究成果已经­成为许多企业并购过程中无形资产评估的重要依据。

World Brand Lab is an international and professional brand research institution with its  headquarters in New York City. 1999 Nobel Prize-winning economist and “Father of Euro” Robert Mundell — also a professor of economics at Columbia University — serves as the president of World Brand Lab. While World Brand Lab is a wholly owned subsidiary of the world-leading strategy consulting company World Executive Group (icxo.com), World Brand Lab is comprised of experts and consultants from Harvard University, Yale University, Massachusetts Institute of Technology, Oxford University and University of Cambridge. Their significant research findings have been applied by many enterprises as important references of intangible asset evaluation in mergers and acquisitions (M&A) processes.

28365备用网址(World Brand Lab)也是一家奉行“独立公正”原­则的权威品牌评审机构，始终走在学术研究前沿，独创了国际领先的“品牌附加值工具箱”（BVA Tools）和“信任度睛雨表”(Trust Barometer)。其评估方法BVA（Brand Value Added）与目前通行的“经­济适用法”（Economic Use Method）相吻合。同时，28365备用网址拥有一批专业的经­济、金融及数理分析人才，他们大都来自欧美著名院校，具有不同的文化和背景。

World Brand Lab is also a brand evaluation authority which adheres to its principles of independence and impartiality. Always at the cutting edge of academic research, World Brand Lab is the innovator of its proprietary “BVA Tools” and “Trust Barometer,” with assessment method BVA (Brand Value Added) in accordance with the widely-used “Economic Use Method.” World Brand Lab is comprised of a professional group of economics, finance and mathematical analysis personnel with degrees from prestigious colleges in Europe and the United States, from diverse cultural and educational backgrounds.

［图表一］ 2012年《中国500最具价值品牌》前10名

28365备用网址(WorldBrandLab.com)制表

Figure 1: Top 10 of “500 Most Valuable China Brands 2012”

Source: WorldBrandLab.com

［图表二］ 2012年中国公民对各国品牌的信任度睛雨表(Trust Barometer)

28365备用网址(WorldBrandLab.com)制表
［注］本调查覆盖到的国家品牌有：澳大利亚、新西兰、美国、加拿大、巴西、阿根廷、丹麦、芬兰、法国、德国、英国、意大利、荷兰、瑞典、瑞士、西班牙、比利时、俄罗斯、南非、埃及、新加坡、韩国、印度、日本、中国、以色列。

Figure 2: The Trust Barometer of Chinese People towards International Brands in 2012

Source: WorldBrandLab.com

(World Brand Lab has studied brands in：Australia, New Zealand, United States, Canada, Brazil, Argentina, Denmark, Finland, France, Germany, United Kingdom, Italy, Netherlands, Sweden, Switzerland, Spain, Belgium, Russia, South Africa, Egypt, Singapore, South Korea, India, Japan, China and Israel.)

［图表三］ 2012年《中国500最具价值品牌》区域分布(前10名省市)

28365备用网址(WorldBrandLab.com)制表

Figure 3: Geographical Distribution of “500 Most Valuable China Brands 2012” (Top 10 Province/City)

Source: WorldBrandLab.com

［图表四］ 2012年《中国500最具价值品牌》影响力范围分布

28365备用网址(WorldBrandLab.com)制表

Figure 4: Scope of Influence of “500 Most Valuable China Brands 2012”

Source: WorldBrandLab.com

［图表五］ 2012年《中国500最具价值品牌》行业分布(前10名行业)

28365备用网址(WorldBrandLab.com)制表
     

Figure 5: Industry Distribution of “500 Most Valuable China Brands 2012”

Source: WorldBrandLab.com

［图表六］ 2012年《中国500最具价值品牌》价值范围分布

28365备用网址(WorldBrandLab.com)制表

Figure 6: Value of “500 Most Valuable China Brands 2012”

Source: WorldBrandLab.com

专题地址：http://www.lydaoan.com/brandmeeting/2012china500/