品牌咨詢公司Interbrand上上周一公布了年度的全球最佳品牌報(bào)告。一個(gè)家喻戶曉的名字再度在報(bào)告排名中高居榜首：蘋果。

據(jù)Interbrand估算，蘋果的品牌價(jià)值已經(jīng)高達(dá)1842億美元。今年是蘋果連續(xù)第五年名列第一，谷歌和微軟分列第二和第三位。Interbrand于2000年開始公布品牌排行榜，直到2012年，可口可樂始終獨(dú)占榜首。2013年時(shí)，蘋果首次將可口可樂拉下神壇。今年可口可樂排在第四位，亞馬遜、三星、豐田、Facebook、梅賽德斯-奔馳和IBM分占第五到第十名。

Interbrand編制這份榜單主要參考各家公司的財(cái)務(wù)預(yù)測(cè)和品牌定位。此外，還有最為重要的用戶忠誠(chéng)度，這是一個(gè)品牌未來利潤(rùn)和需求的源泉。

在五連霸全球品牌排行榜以前，蘋果的排名已經(jīng)飛速攀升。2000年蘋果登上排行榜時(shí)僅排在第36位，此后蘋果推出一系列革命性的產(chǎn)品，品牌排名隨之一路飆升。

蘋果為什么霸榜5年？即使不是全部，這家科技巨頭也無疑具備頂級(jí)品牌應(yīng)有的部分特質(zhì)。Interbrand認(rèn)為，全球一流品牌應(yīng)具有這些特質(zhì)：將用戶置于首位，理解用戶需求并為大家?guī)砹饲罢靶缘脑O(shè)計(jì)；創(chuàng)造符合用戶品牌體驗(yàn)的系統(tǒng)技術(shù)；即使過往成績(jī)斐然，但仍能不斷創(chuàng)造新的增長(zhǎng)機(jī)遇。（財(cái)富中文網(wǎng)）

譯者：Pessy

審校：夏林

Brand consulting firm Interbrandreleased its annual best brands report on Monday, and it’s topped—once again—by a familiar name: Apple.

With an estimated brand value of $184.2 billion, according to Interbrand, Apple claimed the No. 1 spot for the fifth year in a row, followed by Google at No. 2, and Microsoft at No. 3. Apple’s reign at No. 1 started in 2013, when it unseated Coca-Cola, which had been No. 1 since the list’s inception in 2000. Coca-Cola was No. 4 on this year’s ranking. Amazon, Samsung, Toyota, Facebook, Mercedes-Benz, and IBM rounded out the 2017 top 10.

Interbrand compiles its ranking by assessing companies’ financial forecasts, determining a brand’s role, and gauging a brands’ strength or its ability to create loyalty and, as a result, drive sustainable demand and profit in the future.

Apple’s five-year streak atop the global ranking followed a rapid climb for the tech titan. It slid after landing at No. 36 in 2000, but then rocketed up the chart along a trajectory that followed the introduction of its revolutionary products.

So what’s behind Apple’s five-year run? No doubt the tech giant embodies some—if not all—of what Interbrand says are the hallmarks of top-ranking brands: putting customers first by understanding what consumers want and providing them with forward-thinking design, creating technology that fits into an ecosystem of other brand experiences, and the ability to pivot to new growth opportunities—despite legacies and investments in proven products and business practices.