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chancing (modest)
2017-07-18 12:52:02https://goo.gl/fCBEoL
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英文讲什么我都看不懂
只知道台湾最佳品牌是TSMC 6.2B
日本TOYOTA 46.3B；韩国SAMSUNG 66.2B
This Map Reveals the Top 2017 Brands for each Country
You can probably rattle off the names of a few dozen countries around the
world. But can you name each of those countries' biggest brands? Probably
not. And yet, many of those brands have more money and power than most
countries. So perhaps schools should teach less geography, more global
brands. This map is a start.
The world has a new top brand. As recently reported by Fortune, Google has
taken over the top spot from Apple. The search-engine-based tech giant saw
its value increase by 24% last year, to $109.5 billion. But Google won out
mainly because Apple's fall was even more dramatic. The iPhone company saw
its value drop by 26%, to $107.1 billion. Amazon, the world's third-most
valuable brand, is not far behind, at $106.4 billion.
This map, based on data provided by Brand Finance. It reflects the global
dominance of the U.S. economy – the next-biggest national brand is Samsung,
the South Korean conglomerate, at $66.2 billion, less than two thirds of the
size of Google (or Apple, or Amazon).
Third on the list by country is ICBC, a Chinese bank, valued at $47.8
billion. Banks are the most prominent businesses on the map, topping the
most-valued brand list in no less than 8 countries. Only one has truly global
name recognition: Spain's Santander, the second-biggest bank on the map. The
others are big at home, but less well-known abroad: the Royal Bank of Canada;
Russia's Sberbank; Itaú in Brazil; and the acronymical DBS, QNB and KBC in
Singapore, Qatar and Belgium, respectively. Hong Kong-based insurance giant
AIA completes the financial services-segment.
Despite the current slump in hydrocarbon prices, oil and gas companies top
the list of most valued brands in no less than seven countries. The biggest
one is Shell, based in the Netherlands and valued at $36.8 billion. Shell is
more than triple the size of Eni in Italy or Petronas in Malaysia, and the
rest of the oil-and-gas giants is valued in only single-billion-dollar
digits: Mexico's PEMEX, Norway's Statoil, Thailand's PTT and Ecopetrol in
Colombia. Each, however, is big enough to cast a shadow over any other
company in each of those countries.
Curiously, Google is the only internet-based brand on this map. The U.S. is
way ahead of other countries in its corporate dominance of the online world
(see also Apple and Amazon, for that matter). But in five other countries,
the most valued brand emanates from the related telecommunications sector.
Vodafone (UK) and Orange (France) are virtually the same size, and lead the
list, followed by Telstra from Australia, STC from Saudi Arabia and Telkom
Indonesia. Finland's Nokia and Taiwan Semiconductor are the only other brands
directly linked to the ICT sector – of course besides conglomerates like
Tata (India), which have their fingers in many pies.
Perhaps the most recognisable brands are those that specialise in
consumer-products. Cars, for example: Toyota, at $46,2 billion the
highest-valued brand in Japan; and BMW, the richest German brand (at $37.1
billion). Or furniture (Sweden's IKEA, at $24.1 billion), toys (who doesn't
love Lego, at $7.6 billion Denmark's highest-valued brand?) or even drinks
like Red Bull (Austria's #1 brand). Meticulous shoppers will recognise the
Nestlé logo on many of their food products, thus helping the Swiss company
generate its $19.4 annual turnover. Emirates, the UAE's biggest brand, is
also one of the world's highest-profile airlines. Less well known by the
global general public are Falabella, the Chilean retail giant, and Medtronic,
the Irish healthcare provider from Ireland.
Brand Finance has developed a Brand Strength Index, which translates the
varied expectations and opinions surrounding a brand, ranging from the value
of logo recognition to the expectation of service a brand inspires, into a
mark out of 100. The BSI measures marketing investment, market goodwill, and
business performance of a brand. The stronger a brand, the closer it gets to
100. The further it gets from that maximum score, the bigger the trouble it
is in – even if the finances don't say so. As indicated by its dark-blue
color, Google, the world's biggest brand, is also stronger than all others on
this map. Quite a few other brands, colored light-blue, fall in the
second-strongest category (80-90), including Shell, BMW and Samsung. Less
confidence-inspiring is the pink category (70-80), which includes Eni,
Santander and Vodafone. Only a few market-leading brands have a strength
index of less than 70, which translates into a crisis of confidence: Taiwan
Semiconductor, and Thailand's PTT.
As all of the brands on this map know, the market is volatile and their
survival is precarious. Huge, wealthy brands can stumble and shrink to a
ghost of their former selves. Take Nokia, for example: a leading manufacturer
in the early days of the mobile phone boom, it almost went bankrupt in 2012.
Finland's biggest company is still in the telecoms business, but doesn't make
phones anymore. One major reason why brands rise and fall is the fact that
their capital is more than just brand value – how much money they are worth
– but also brand strength: a more ephemeral quality, linked to consumer
confidence in the brand, but also the effect brand recognition has on
investors, regulators, and the brand's own staff, among others.
Will they be on next year's most-valuable brands per country map? Only time
will tell...
Correction 14th of February: STC's brand value has been updated to $6.2B.
byRaul
8 February 2017
Visualization