Coca-Cola ranked first, Citigroup ranked second, and 12 brands from China were selected for the World Entrepreneurship Lab () News: The 27 (4th) Top 5 World Brands List compiled exclusively by World Brand Lab was announced in new york, USA on June 13th. Coca-Cola, the veteran "player", jumped to the top again from the fourth place last year, while Google, the champion last year, fell to the third place due to lack of growth stamina, and Citigroup jumped to the second place from the 31st place last year. This year, six new brands were selected in China Mainland, and the total number of top 5 brands in the world reached 12, among which China Mobile, CCTV and Haier ranked in the top 1.
The World Brand Lab, chaired by Professor Robert Mundell, the winner of the 1999 Nobel Prize in Economics, is a wholly-owned subsidiary of the World Managers Group (icxo.com), dedicated to brand evaluation, brand communication and brand management. Its experts and consultants come from top universities in the world, such as Harvard University, Yale University, Massachusetts Institute of Technology, Oxford University and Cambridge University. Its research results have become an important basis for the evaluation of intangible assets in the process of mergers and acquisitions of many enterprises, and its original evaluation method "Brand Value Added Tools" has been included in the teaching cases of world-class universities such as Oxford University and Columbia University.
The World 5 Most Influential Brands, published for four consecutive years, is judged by the brand's world influence. Brand influence refers to the brand's ability to open up the market, occupy the market and make profits. World Brand Lab graded world-class brands according to three key indicators of Brand Influence: Share of Market, Brand Loyalty and Global Leadership, with 1 being average and 5 being extremely strong. After half a year's investigation and analysis of 3,3 well-known brands around the world, the World Brand Lab finally launched 5 most influential brands in the world according to various indicators of brand influence.
Like last year, in 27, 27 countries were selected in the Top 5 World Brands list. From the perspective of the distribution of brand number in countries, the United States occupies 247 seats in the top 5, nearly half of which makes it a well-deserved brand power, while France ranks second with 47 brands and Japan ranks third with 43 brands. It is worth mentioning that six more brands in China were successfully selected into the Top 5 World Brands this year, making it the eighth country in the number of brands selected, up two places from last year. The newly listed China brands are: Industrial and Commercial Bank of China, Bank of China, China Life Insurance, China International Airlines, China Petrochemical and State Grid. Together with China Mobile, CCTV, Haier, Changhong, Lenovo and China Railway, they have formed the "China Brand National Team" with 12 players.
According to the statistics of the World Brand Lab, the oldest brand in the Top 5 World Brands in 27 is Oxford University, which has a history of 84 years. Cambridge University and InBev Beer rank second and third respectively as the oldest brands with a history of 798 and 641 years respectively, and among the top 1 brands, five are non-profit universities. The brands selected in this year's "Top 5 World Brands" cover 64 industries, including the media industry with the largest number of brands, with 4 brands selected, followed by food and beverage (36), clothing (28) and automobile and parts (26) which still belong to the consumer goods field. With the rapid increase of global industrial production and investment activities, the market competition is further standardized, and the influence of brands on the purchase decision of industrial products is increasing. For example, 2 brands, 1 brands and 8 brands in electronic and electrical equipment, computer office equipment and network communication equipment were selected respectively, which means that the market prospect of industrial media in the future is gradually optimistic.
Although Google lost the title this year, two new brands under its banner were selected into the Top 5 World Brands, among which Youtube ranked 1th at the age of two, while Orkut ranked 38th at the age of three. Other youngest brands include MySpace, Second Life, Skype, Wikipedia, etc. Their similarities are: first, they are all online brands, and second, they are all from the United States. This further proves that American technology and brands still have strong growth momentum.
The research of World Brand Lab found that the contribution rate of "national brand" to an enterprise or product brand reached 29.8%, which is very important. For example, the brand "Made in Germany" has made a significant contribution to German economic growth. The trademark "Made in Germany" can definitely make people flock to it in the world market. And this not only refers to German machinery and equipment or cars, but also managers from Germany will be more likely to get jobs than managers from Turkey or South Africa. The national brand image means that once a consumer forms an overall impression of a country's products, he will look at all the products produced in this country with this impression and make choices and judgments based on this impression. Former Japanese Prime Minister Nakasone Yasuhiro once said: "In international communication, Sony is my left face and Panasonic is my right face." The same feeling should also include the leaders of the United States, Britain, Germany and South Korea.
The decline in manufacturing employment in the United States and the gradual decline of three major automobile companies, such as General Motors, Ford and Chrysler, indicate that "Made in China" can start the international market? Ding Haisen, CEO of World Managers Group and head of China Group of World Brand Lab, said: "The three major automobile companies headquartered in Detroit, USA, are facing difficulties in local and international markets due to arrogance and lack of foresight. However, the decline in the total number of manufacturing employees in the United States is not caused by the transfer of production by American companies to some emerging countries, but the fundamental reason is that scientific and technological progress has led to an increase in productivity. Although 12 brands in China were selected as the top 5 brands in the world this year, only Haier, Lenovo and Changhong were selected as manufacturing enterprises, and it still takes a long way for these three brands to grow into' brand giants' like Mercedes-Benz and General Electric.
There is no problem with the original intention of "Made in China" to enter the market, obtain patents and obtain global production scale through mergers and acquisitions, but in terms of the choice of timing and mode, Mr. Ding Haisen thinks: "Although it is still too early to talk about the success or failure of internationalization of China enterprises, at present, most enterprises are very healthy, and they have been seriously ill since internationalization, whether Huawei acquired the CDMA project of Philips or BenQ acquired Siemens mobile phones. TPV's acquisition of Philips monitors and Lenovo's acquisition of IBM's PC business, especially the joint venture between TCL and Thomson of France to set up TTE, are difficult to sell now. However, with the rise of China's national brands, looking forward to the next 5 years, China brands will surely rank with American brands in the first camp of the world's brand powers. Especially next year, Beijing will host the 28 Olympic Games, and the influence of many brands in China can be rapidly improved. " It is reported that the complete list and detailed analysis report of the Top 5 World Brands list will be published on the official website of the World Brand Lab (brand.icxo.com).