The the World’s 500 Most Influential Brands list includes brands from 28 countries. From the nation distribution of the brands, the United States occupies 233 out of the top 500, keeping its brand superpower. The traditional European powers France and UK have 40 and 39 brands, respectively, ranking second and third places. Japan, China, Germany, Switzerland and Italy are the second camps for brand powerhouses with 38, 37, 26, 21 and 14 selected brands respectively. Thus, despite the economic downturn in Europe, the super-brands in Europe and the United States seem to be firm. Although 37 brands are selected in China, Chinese brands are clearly still in the "third world" as it owns 1.3 billion populations and is the second largest economy in the world.
今年新上榜的品牌總計有38個，這些品牌分散于各個行業(yè)。其中，有24個品牌來自美國，其余來自于中國(3個)、瑞士(3個)、日本(2個)等。美國作為世界品牌強國，各個行業(yè)都有品牌佼佼者，新上榜的戴爾公司(Dell)是最大 PC 制造商之一，自2013年轉(zhuǎn)型后，跨出了轉(zhuǎn)折性的一步。韓國起亞(Kia Motors)、日本東京海上控股(Tokio Marine)也紛紛進(jìn)入榜單；而中國新上榜的中國南方電網(wǎng)(China Southern Power Grid)、中國中車(CRRC)和五糧液(Wuliangye)也一直聞名中外。
A total of 38 brands are newly listed this year, and these brands are scattered in various industries. Among them, there are 24 brands from the United States, the rest from China (3), Switzerland (3), Japan (2) and so on. As a powerful country in brands, the United States has leaders in all industries. The newly listed brand Dell, one of the largest PC manufacturers, has taken a turnaround since the transition in 2013. Kia Motors from South Korea and Tokio Marine from Japan are also included in the list. The newly listed China Southern Power Grid, CRRC and Wuliangye from China have all been well-known worldwide.
受薩德事件影響，零售品牌樂天(Lotte)在中國的業(yè)務(wù)近乎癱瘓，成為今年下滑最大的品牌輸家。因被爆出造假丑聞，三菱(Mitsubishi)品牌聲譽受損，使其直接跌落了104個座次；同樣曾屬日本制造業(yè)典范的日產(chǎn)(Nissan)也在今年被爆出存在了38年的質(zhì)檢丑聞，導(dǎo)致工廠停產(chǎn)、車輛召回、銷量嚴(yán)重下滑，品牌價值下跌。同樣因為深陷丑聞風(fēng)波而導(dǎo)致品牌排名下降的還有優(yōu)步(Uber)，互聯(lián)網(wǎng)共享經(jīng)濟正在蓬勃發(fā)展，優(yōu)步的丑聞使其市場份額也在近些年不斷下降，驗證了其品牌形象的跌落。值得一提的是，新興行業(yè)的迅猛發(fā)展與傳統(tǒng)老牌行業(yè)的衰退有著鮮明的對比，老牌手機制造業(yè)也繼續(xù)下滑，曾經(jīng)的手機巨頭愛立信也已跌出了500強榜單。
Under the influence of THAAD, the retailer Lotte's business in China was almost paralyzed, making it the biggest loser this year. Mitsubishi got bad reputation as a result of the scandal and the rank dropped 104. Nissan, the model sample in Japanese manufacturing industry, was blasted for its 38-year low quality check, resulting in factory shutdown, car’s recall, sales decline, and slumped brand value. Brands that are suffered from scandal and declining ranking also include Uber. the Internet sharing economy is booming, but Uber’s scandal made its market share decline in recent years, validating its deterioration in brand image. It is also worth mentioning that the rapid development of emerging industries and the decline of the traditional time-honored industry has a sharp contrast. The time-honored cell phone manufacturing industry continued to decline, and Ericsson, the cell phone giant once, has dropped out of the top 500 list.
The average age of brands on the list in 2017 reaches 100.19 years old, up from 93.71 last year. Of these, 216 were time-honored brands which have the age of 100 and over. The United States accounts for 40% with 94 brands. Two well-known British universities Oxford and Cambridge, respectively, are listed as the top two oldest brands. The historical accumulation of the school is the best representation of the weight of knowledge. Apart from the famous universities with a long history, China's Moutai is the longest-running brand in the business world. In addition, Saint Gobain and Rémy Martin, two time-honored French companies, were 352 and 293 years old respectively, and top among the oldest brands. Among the 37 brands selected from China, only Moutai , Tsingtao , Wuliangye and Bank of China reaches the age of 100 and over. By industry, brands in food and beverage industry are the oldest, with 27 selected brands over the age of 100. The brands in Internet industry are the youngest and brands, such as LINE, WhatsApp and Instagram, already earn hundreds of millions of users and become world-class brands although they are all less than 10 years old.
附：2017年世界品牌500強名單
編制說明：
Notes:
1.本排行由世界品牌實驗室(World Brand Lab)獨家編制，依據(jù)四項指標(biāo)：品牌影響 力(Brand Influence）、市場占有率(Market Share)、品牌忠誠度(Brand Loyalty)和全球領(lǐng)導(dǎo)力(Global Leadership))。
1.This ranking list is exclusively compiled by World Brand Lab based on four indicators: Brand Influence, Market Share, Brand Loyalty and Global Leadership.
2.合并后的聯(lián)合品牌, 以合并前的品牌中的年長品牌為準(zhǔn)，如路透社1850年成立，湯姆森集團(tuán) 1953 成立，那么合并后的湯森路透的品牌年齡應(yīng)從1850年算起。
2.The brand age of the joint brand after merger will be the older one before merger, for instance, Reuters was established in 1850 and Thomson Group was established in 1953, then the combined Thomson Reuters brand age should be from 1850 onwards.
3.被跨國兼并的品牌，以被兼并前的誕生地所在國家為“品牌國籍”；設(shè)立多國總部的品牌，以誕生地所在國家為“品牌國籍”。
3.A multinational-merger brand is located in the country where the company is located before merger; A brand with multinational headquarters is located in the country of origin
4.橫跨多種行業(yè)的品牌，以收入最多的主營業(yè)務(wù)所在行業(yè)為準(zhǔn)。
4.For a brand with variety of sub-sectors, sector category is selected based on the main business with most revenues
5.外國品牌的中文名稱以中國大陸的約定俗成翻譯為準(zhǔn)，沒有中文名稱的外國品牌，世界品牌 實驗室將視情況進(jìn)行翻譯或不翻譯。
5.The Chinese name of the foreign company is based on the translation in mainland China. The foreign brands without Chinese name shall be translated or untranslated according to specific situation
來源：世界品牌實驗室官網(wǎng)
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