2007年全球最佳100品牌

阿桑哥

美国商业周刊透过商务人士票选的最佳100品牌排名.

The 100 Top Brands
1. Coca-Cola 可口可乐
U.S. 美国
Still No.1, but consumers’ shift from soda in the West has hurt Coke. Success with Coke Zero hasn’t made up for Coca-Cola Classic’s continued loss of share.
仍然排名第一, 但倾向于汽水的消费趋势已伤害到可乐. COKE ZERO的成功还是不能弥补损失.

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2007-9-9 22:52




2. Microsoft 微软
U.S. 美国
The launch of its Windows Vista operating system, coupled with its Xbox game console, keeps the software giant’s latest technology in front of consumers.
这个软件巨人继续发表VISTA视窗操作系统和Xbox.

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3. IBM
U.S. 美国
Big Blue’s ads promise to make customers feel “special.” With powerful software, servers, and sophisticated services it’s delivering.
“蓝巨人”广告承诺让客户感到”特别’. IBM持续提供强有力的软件, 服务器和客户服务.

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4. GE 奇异
U.S. 美国
With big bets in China and an accelerating push to go green, GE aims to be the earth-friendly global brand.
经由在中国的巨额投资和加速绿色环保的改进, GE目标是成为全球环保品牌.

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5. Nokia 诺基亚
Finland 芬兰
Nokia built its brand at both ends of the market, with high-end multimedia handsets for upscale buyers and low-priced phones for emerging countries.
诺基亚在市场两个极端建立起品牌, 一方面在高端销售多媒体手机, 另一方面在刚起步的国家销售低价手机.

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6. Toyota 丰田
Japan 日本
Quality concerns have increased overall, but Toyota’s reliability and its hybrid strategy are leaving auto rivals trailing.
对品质的关切越来越高涨, 但丰田的可信赖度和其混合动力策略让竞争者望尘莫及.

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7. Intel 英特尔
U.S. 美国
Intel shored up its position as the world’s leading chipmaker, but sub-brands such as the Viiv entertainment PC and Core processors failed to resonate.
英特尔在晶片方面仍然领先, 但子品牌却欠佳.

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8. McDonald's 麦当劳
U.S. 美国
McDonald’s continues to move beyond its burgers-and-fries image with a growing selection of healthy foods and stylishly remodeled restaurants.
麦当劳朝着摆脱汉堡/薯条的形象而前进, 增加健康食品的选择和餐厅的改装.

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9. Disney 狄斯尼
U.S. 美国
Disney picks franchises it can sell throughout the Magic Kingdom, from movies to theme park rides. The strategy has paid off handsomely.
狄斯尼持续扩张销售通路而且非常成功.

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10. Mercedes-Benz 奔驰
Germany 德国
New models have helped repair a badly dented reputation for quality, but sales are up only 1.8% for the first half of the year, trailing gains by rivals BMW and Audi.
新车款的发行帮助弥补了品质形象受损的情况, 但上半年销售额只增加了1.8%, 落在宝马和奥迪之后.



11. Citi 花旗银行
U.S. 美国
The folding of the Citi umbrella logo demonstrates that strong brands can transcend their visual identity and continue to add value during transitions.



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12. Hewlett-Packard 惠普
U.S. 美国
HP last fall edged out Dell as the world’s largest PC maker by market share. Sleek new laptops are helping boost its consumer business.



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13. BMW 宝马
Germany 德国
It hit home runs with its revamp of the 3 Series and the Z4 coupe. But with Mercedes on the mend and Audi and Lexus coming on, it can’t afford any mistakes.



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14. Marlboro 万宝路
U.S. 美国
Its latest brand extension, Marlboro Menthol, is a hit, but smoking bans and the threat of higher taxes have hurt.



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15. American Express 美国运通
U.S. 美国
Although still the preeminent credit-card brand, American Express’ focus on points and co-branded cards could be risky to its long-term brand value.



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16. Gillette 吉列
U.S. 美国
Gillette owns the men’s shaving category with innovation backed by hefty ad spending. Future growth depends on the women’s shaving business.



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17. Louis Vuitton
France 法国
The world’s most powerful luxury brand rolls on, expanding in China and other emerging markets as it introduces Vuitton-branded jewelry and eyewear.



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18. Cisco 思科
U.S. 美国
Although its presence on the Internet is mostly behind the scenes, the networking giant continues to invest in pricey image ads in advance of a bigger push into consumer gear.



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19. Honda 本田
Japan 日本
Small, fuel-efficient cars and big investments in hybrids, “clean” diesels, and other green technologies make Honda a darling of the environmentalists.



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20. Google 谷歌
U.S. 美国
Despite fears of Google’s growing power as it moves into services beyond search, the brand still appeals to consumers and businesspeople.

阿桑哥

21. Samsung 三星
South Korea 韩国
Samsung is the leader in LCD panels and now No. 2 in mobile phones. But last quarter’s results were tepid and next year could be tougher.

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2007-9-9 23:03



22. Merrill Lynch 美林证券
U.S. 美国
Merrill’s push into private equity and Asia solidifies the firm’s position as a global brand that spans brokerage, investment banking, and wealth management.

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23. HSBC 汇丰银行
Britain 英国
Despite becoming embroiled in the subprime mortgage mess, global demand for credit cards, mortgages, and loans continues to drive growth.

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24. Nescafe 雀巢咖啡
Switzerland 瑞士
Expanding beyond instant java, Nescafé is introducing upmarket coffee-based drinks. In Europe, it rolled out Dolce Gusto, a coffeemaking machine.

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25. Sony 索尼
Japan 日本
The success of the Sony-Ericsson mobile phones, flat-panel TVs, and digital cameras have helped mitigate a rough start with the Playstation 3.

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26. Pepsi 百事
U.S. 美国
While soft drinks are losing their fizz in the U.S. and Europe, Pepsi remains strong in growing markets such as India.

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27. Oracle 甲骨文
U.S. 美国
Skeptics had their doubts about Oracle’s expensive acquisitions, but the moves seem to be paying off. CEO Larry Ellison looks smart again.

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28. UPS 联合包裹
U.S. 美国
Its successful expansion across new markets throughout Europe and Asia is a testament to the consistency, strength, and recognition of “Brown,” the brand.

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29. Nike 耐克
U.S. 美国
The innovative Nike+ Web site kept Nike on the cutting edge in sports. Meanwhile, business is up 40% in India, and China is growing fast, too.

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30. Budweiser 百威
U.S. 美国
Bud Light sales continued to grow, but the marquee product is under attack from imports and increasingly popular U.S. craft brews.

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阿桑哥

31. Dell 戴尔
U.S. 美国
While rivals Apple and HP climb, Dell continues to struggle. The company has pledged to shake up its consumer unit, recently launching laptops in bright colors.

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32. JPMorgan JP摩根
U.S. 美国
JPMorgan has been critical to the growth of the hedge fund business, making a risky asset class acceptable to risk-averse investors.

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33. Apple 苹果
U.S. 美国
Can you say iPhone? From innovative products to memorable ads, few companies know how to tug the heartstrings of digital consumers the way Apple does.

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34. SAP
Germany 德国
SAP is penetrating the midsize company market, but its image could be hurt by an admission that a U.S. subsidiary improperly downloaded documents from rival Oracle.

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35. Goldman Sachs
U.S. 美国
Goldman maintains its position as Wall Street’s gold standard, and leads the pack by raking in investment banking advisory fees and private investments.

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36. Canon 佳能
Japan 日本
Technology developments in its pro-level cameras and its computer peripherals are helping Canon keep its advantage against competitors.

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37. Morgan Stanley 摩根史坦利
U.S. 美国
Morgan Stanley is revving up its asset and wealth management services to bring more high-octane investments to wealthy individuals.

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38. Ikea 宜家
Sweden 瑞典
Swedish for style, Ikea has made design affordable for the masses. A renewed push into Japan and expansion in China is fueling growth.

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39. UBS
Switzerland 瑞士
The “You & Us” brand campaign attracted high-net-worth individuals to its wealth-management business. But the departure of the CEO and subprime woes could hurt this year.

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40. Kellogg's
U.S. 美国
Having pledged not to market sugary foods to kids under 12, Kellogg is using its innovation machine to turn out more nutritious products.

阿桑哥

41. Ford 福特
U.S. 美国
While new CEO Alan Mulally searches for a global CMO, he is selling ill-fitting luxury makes to concentrate on the Ford brand worldwide.

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2007-9-9 23:13



42. Philips 菲利浦
Netherlands 荷兰
After ditching its volatile semiconductors unit, Philips is focused on becoming a health and lifestyle technology powerhouse.

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43. Siemens 西门子
Germany 德国
Improved profitability and a more focused corporate structure is offsetting the negative effects of a management turmoil caused by a bribery scandal—for now.

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44. Nintendo
Japan 日本
The launch of the Wii transformed Nintendo from a quirky also-ran in game consoles into the market’s innovation leader.

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45. Harley-Davidson 哈雷
U.S. 美国
Long a brand-management model, Harley is looking to Generation X and Y before baby boomers get too old to mount up.

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46. Gucci 古慈
Italy 意大利
It has come a long way from men’s loafers, with a fast-growing network of global boutiques selling designer Frida Giannini’s knitwear and accessories.

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47. AIG
U.S. 美国
The insurer is pushing harder to make a name. Its sponsorship of Manchester United puts AIG in front of millions of fans throughout Asia and Europe.

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48. eBay
U.S. 美国
As its core auction business has slowed, eBay has used savvy advertising like the “It” campaign to keep its brand current.

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49. AXA
France 法国
A push by this French insurer to raise its profile has paid dividends, as it jumped on the list for the first time this year.

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50. Accenture
Bermuda 百慕达
Of all of the Western IT services giants, Accenture has done a superior job at dealing with low-cost Indian outfits and to accentuate its consulting skills.

阿桑哥

51. L'Oreal
France 法国
The global No. 1 beauty-products company is ringing up healthy sales of skin-care products targeting older women, while experimenting with new ideas.

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2007-9-9 23:17



52. MTV
U.S. 美国
Despite a slip in U.S. ratings and threats from MySpace, MTV continued to be a leader in defining youth culture, thanks to its global presence.

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53. Heinz
U.S. 美国
By focusing on more individual marketing efforts such as art competitions for ketchup packets, Heinz is giving its brand more personality.

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54. Volkswagen 大众汽车
Germany 德国
New models are selling in Europe and Asia. But it has to show it can conquer the U.S. market with something besides the aging Beetle.

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55. Yahoo! 雅虎
U.S. 美国
After losing momentum and a CEO during the past 12 months, Yahoo must retool its search ad business and its brand image as well.

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56. Xerox 施乐
U.S. 美国
Investing in research that will help the paper industry better manage forest land is Xerox’ attempt to demonstrate environmental responsibility.

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57. Colgate 高露洁
U.S. 美国
Going beyond traditional ads and in-store promotions, Colgate has stepped up attempts to build relationships with dental professionals.

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2007-9-9 23:17



58. Chanel 香奈尔
France 法国
CEO Maureen Chiquet boosted the consumer-research budget and is targeting younger customers by selling through [avant-garde] boutiques.

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59. Wrigley
U.S. 美国
Strong growth in China and extensions into products such as mints and chocolates gave Wrigley’s brand a bump.

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2007-9-9 23:17



60. KFC 肯德基
U.S. 美国
China has an appetite for fried chicken, and KFC is now the country’s biggest and fastest-growing restaurant chain, with 2,000 locations.

阿桑哥

61. Gap 盖普
U.S. 美国
The once-iconic brand failed to offer the tops and pants that customers crave. It’s now counting on a former high-end designer to reinvigorate its apparel.

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62. Amazon.com 亚马逊购物网站
U.S. 美国
Finally viewed by consumers as the superstore it always tried to be, Amazon is adding cool, participatory Web services that may enhance its brand image.

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63. Nestlé 雀巢食品
Switzerland 瑞士
Although best known for chocolate, it’s counting on other products, including baby foods and bottled water, to fuel future growth.

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64. Zara
Spain 西班牙
The best-known of Spanish parent company Inditex’ stable of stylish clothing brands, Zara is opening stores—more than one a day—across the globe.

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65. Avon 雅芳
U.S. 美国
A dismal 2005 forced the elimination of 25% of its products and seven layers of management, but ad spending got an 83% boost in 2006.

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66. Caterpillar
U.S. 美国
In addition to building durable equipment, Caterpillar builds customer loyalty by making service calls no matter how tough or remote the terrain.

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2007-9-9 23:26



67. Danone 达能
France 法国
Despite a nasty legal dispute with its Chinese partner, sales of dairy products and bottled water are booming. It sold its cookie business to Kraft Foods.

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2007-9-9 23:26



68. Audi 奥迪
Germany 德国
A slew of dream machines such as the A5 coupe, TT roadster, and R8 sportscar is polishing Audi’s image as a serious rival to BMW and Mercedes.

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69. Adidas 阿迪达斯
Germany 德国
Building on a boost from the 2006 World Cup in Germany, Adidas showed it could exploit star endorsers like David Beckham on the Internet as well as on TV.





70. Kleenex
U.S. 美国
Because it has failed to articulate a difference between the Kleenex brand and other tissues, consumer demand has been waning.



转自中国鞋论坛

[ 本帖最后由 ☆阿桑哥☆ 于 2008-2-25 16:35 编辑 ]

阿桑哥

71. Rolex 劳力士表
Switzerland 瑞士
Still the benchmark for luxury watches, its strong performance in China has only further burnished the brand.

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2007-9-9 23:32



72. Hyundai 现代汽车
South Korea 韩国
Having improved the quality and reliability of its cars, Hyundai is pushing to go upscale by introducing premium models.

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2007-9-9 23:32



73. Hermès
France 法国
Playing catch-up with Vuitton, the Paris leather-goods house plans to triple its network of boutiques in China over the next five years.

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2007-9-9 23:32



74. Pizza Hut 必胜客
U.S. 美国
Americans still love pizza, but the chain hasn't been able to differentiate itself effectively from rivals or competing grocery-store pies.

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75. Porsche 保时捷
Germany 德国
The revamped 911 sports car and posh $70,000 Cayenne SUV have stoked a 10-year winning streak.

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76. Reuters 路透社
Britain 英国

CEO Tom Glocer has turned the venerable news-agency-cum-financial-data-provider around and merged it with Thomson making it a big player in data.

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77. Motorola 摩托罗拉
U.S. 美国
Motorola’s failure to follow its Razr with another hit cell phone was exacerbated by the death of the company’s chief marketer, Geoffrey Frost, in late 2005.

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78. Panasonic 松下
Japan 日本
Panasonic enjoyed robust sales in the plasma TV category. Improved customer support and product development have also aided the company’s turnaround.

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79. Tiffany 第凡内
U.S. 美国
Sales have been hot, thanks largely to cheaper silver jewelry. Will that hurt the little blue box’s premium cachet?

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80. Allianz
Germany 德国
It fostered goodwill by plastering its name on a World Cup soccer stadium while sponsoring events such as the 2006 India-Pakistan Cricket Test Series.

阿桑哥

81. ING
Netherlands 荷兰
Innovative home mortgages and insurance and investment in the Renault F1 team combine a state-of-the-art image with high earnings for this financial institution.

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2007-9-9 23:38



82. Kodak 柯达
U.S. 美国
In spite of new digital cameras and entering the ink-jet printer business with inexpensive ink technology, the Kodak brand continues to lose luster.

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83. Cartier 卡提尔
France 法国
Its ultra-premium jewelry and watches are selling briskly. Cartier is also expanding its range of lower-priced goods such as perfume and sunglasses.

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84. BP 英国石油
Britain 英国
Oil spills in Alaska and a disastrous 2005 refinery explosion in Texas have undermined the promise of “Beyond Petroleum.”

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85. Moët & Chandon
France 法国

Product innovations, such as smaller package sizes and a new line of Flower Rosé champagnes, helped keep the sparkle in Moët sales.

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86. Kraft
U.S. 美国
Kraft has something in the pantry of 199 out of every 200 homes in America. Problem is, many of these brands—think Jell-o or Velveeta—are old and tired.

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87. Hennessy 轩尼士
France 法国
Its popularity with hip-hop singers fueled spectacular growth in recent years, but now the cognac needs to find a new trick.

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2007-9-9 23:38



88. Starbucks 星巴克
U.S. 美国
With 2,400 new stores opening globally in 2007, Starbucks continues to make itself the world’s ubiquitous coffee shop.

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89. Duracell
U.S. 美国
World Cup and festival sponsorships have built traction with consumers, but Duracell faces a tough road. Batteries are a commodity category rife with imitators.

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2007-9-9 23:38



90. Johnson & Johnson 强森
U.S. 美国
Facing a saturated U.S. market for its famed baby goods, J&J is searching for markets in developing countries such as China and India.

阿桑哥

91. Smirnoff
Britain 英国
Despite mixed success with new bottled drinks like Raw Tea and Smirnoff Ice, Smirnoff continues to be the No. 1 vodka brand worldwide.

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2007-9-9 23:43



92. Lexus 雷克萨斯
Japan 日本
New high-powered hybrids keep Lexus at the forefront of the U.S. luxury market, but European and Japan German marques are formidable rivals.

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2007-9-9 23:43



93. Shell 壳牌石油
Britain 英国
Shell was damaged by a scandal over overstated reserves, but it is back on track in a strong oil market.

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2007-9-9 23:43



94. Prada 普拉达
Italy 意大利
Playing on its trendsetting image in Italian-chic bags, shoes, and clothing, Prada is pushing the frontier of brand extension with the LG Prada phone.

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2007-9-9 23:43



95. Burberry
Britain 英国
Revenues and margins are on the rise as the label focuses more on higher-end accessories such as handbags and perfumes, where the margins are big.

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96. Nivea 妮维雅
Germany 德国
Nivea extended its familiar blue-and-white packaging to new products, such as an anti-cellulite cream, while pushing into emerging countries.

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97. LG
South Korea 韩国
The recent launch of super-premium mobile phones is helping LG make an end run around cost wars.

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2007-9-9 23:43



98. Nissan 日产
Japan 日本
A reliance on larger, less fuel-efficient vehicles has hurt Nissan’s environmental credentials, but new models may bolster the company’s brand.

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2007-9-9 23:43



99. Polo Ralph Lauren罗夫劳伦
U.S. 美国
On its 40th anniversary, Ralph Lauren’s iconic American fashion brand is looking to expand its reach in emerging markets.

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2007-9-9 23:43



100. Hertz 赫兹租车
U.S. 美国
After separating Hertz from Ford, private equity owners have been slashing costs. Travel agents and customers are worried the cutbacks could hurt service.

leooel

hehe 一看就是美国人自己玩的