What are the top ten most valuable brands in the world? Thank you for your evidence!

Toronto Information Port News Agency (Tanghe Report)

The top ten most valuable brands in the world are America.

(Unit: USD)

1. Coca-Cola (USA) $69.637 billion.

2. Microsoft (USA) 640910 million USD

3.IBM (USA) 5 1. 1.88 million USD.

4. GE (USA) 4 1, 3 1 1 million dollars.

5. Intel (USA) 308610 million USD

6. Nokia (Finland) $29.97 billion

7. Disney (USA) $29.256 billion

8. McDonald's (USA) $26.375 billion

9. Marlboro (USA) 24 15 1 10,000 USD.

10. Mercedes (Germany) 2 1, 0 10/00000 USD.

Among the top 50 brand holders in the world,

First place: the United States holds a brand worth $630.546 billion.

Second place: European brand value105,83110,000 USD.

Third place: Japan holds a brand worth $643,565,438+$00,000.

Comparison between China and World 10 Brands

-Questioning the second list of the top 500 most valuable brands in China.

The World Brand Lab recently released the list of "China's 500 Most Valuable Brands", and Haier and other 10 brands are among the best, attracting people's attention. Are all the top ten brands in China like this? How to treat the new list evaluation correctly? This paper compares and analyzes the 10 brand on the list with the global 10 brand published by Businessweek 03', and points out that the new list is biased and even misleads the fundamental judgment of what is the true value of the brand, which deserves the vigilance and reflection of the business community.

Comparison between the evaluation value of brand list with serial number (100 million yuan) and the brand value of international brands (100 million dollars).

1 Haier 6 12.37 Coca-Cola 704.5 focuses on positioning life and strengthening brand competitiveness.

2 CCTV 608.5 1 Microsoft 65 1.7 Cherish the dominant position and accelerate the process of marketization.

3 Baosteel 605.74 IBM 5 17.7 Profit is king, and stick to its position.

4 Lenovo 60 1.65 GE 423.4 recognizes the essential value of the brand and pays attention to enhancing competitiveness.

5 Zhonghua 576.89 Intel 311.1brand should represent categories, and then set off after reorganization.

6 Hongtashan 529.68 Nokia 294.4 Beware of industry trends and strengthen its leading position.

7 China Industrial and Commercial Bank 472.35 Disney 280.4 pays attention to the contact between brands and customers, and improves the mental state.

8 China Railway Engineering 45 1.48 McDonald's 247 beware of brand hollowing out and splitting into reality.

9 China Life Insurance 427.67 Marlboro 22 1.8 is positioned to win and stride forward.

10 China Mobile 39 1.29 Mercedes-Benz 2 13.7 is superior to everything, and the competition is blocked.

Haier Vs Coca-Cola: Focus on Positioning Life

As mentioned above, the core value of Haier brand lies in its position as "the first brand of household appliances in China" in the eyes of customers, so it is ahead of other brands. However, this position of generalist is now facing a double threat: on the one hand, the entry of international brands such as Whirlpool, Panasonic and Electrolux devalues the brand of "China No.1"; On the one hand, the rise of air-conditioning and refrigerator expert brands such as Gree and Rong Sheng will disintegrate the generalist "home appliance brand"; Thirdly, Haier itself set foot in the fields of computers, mobile phones and other non-home appliances, and its essence is to undermine the positioning of "China's home appliances first". The maintenance of high-end brand status in electrical appliance industry depends on technological innovation and leadership. Haier's multi-head attack makes it difficult for various technologies to lead. Positioning has a great risk of disintegration, and brand value is obviously overestimated.

Compared with Haier, Coca-Cola has a much longer positioning life. Coca-Cola invented cola on 1886, and devoted itself to the development of cola category on 1 18. Its brand represents cola category. Because the brand represents Coca-Cola, although the book value of Coca-Cola Company is only $24.5 billion, the brand value is nearly three times that of Coca-Cola Company, exceeding $70 billion. Because Coca-Cola occupies the pure and lasting spiritual resource of "Coca-Cola" in consumers' minds, even if the net assets of Coca-Cola Global Company of $24.5 billion are reduced to ashes in the disaster, global banks will scramble to provide loans to it just by the word Coca-Cola. If such a disaster really happens, we believe that Coca-Cola will turn the corner. The short-term lack of demand and the brand story after the robbery will add new legendary charm to Coca-Cola.

Enlightenment: Positioning life affects brand value. Haier should be soberly aware that its brand value is embodied in the field of home appliances, and withdraw from the field of computers, mobile phones, homes, and even home appliances (such as color TVs) that cannot enter the top three, so as to ensure brand competitiveness. On the basis of household appliances, we should properly consider acquiring R&D centers of international brands such as Siemens, so as to achieve technological leadership in many fields, support and strengthen the positioning of "the first brand of household appliances in China" and improve the service life. The long-term strategy can achieve multi-brand layout and internationalization in the field of home appliances by acquiring domestic and foreign expert brands.

CCTV Vs Microsoft: Cherish the dominant position

CCTV has a dominant attraction in the audience, advertisers or industries, and the industry that spreads it has broad prospects. Compared with Haier, which is expected to be disintegrated by rivals, the brand value of CCTV is far underestimated.

Similarly, the brand value of Microsoft is $65 billion because it dominates a future industry. Although the age of Microsoft brand is not longer than many domestic brands (less than 30 years), unlike CCTV, Microsoft's dominant position in the PC software field is achieved through market strategy rather than government policies, so it is more solid and reliable. At the same time, Microsoft branded its own products one by one, such as Windows and Excel, which better consolidated the interior and blocked its opponents in all directions, which is worth learning from CCTV.

Enlightenment: the leading position in the industry makes the brand value firm. Thanks to historical and policy factors, CCTV has always been strong and can withstand the tempering and baptism of the market. In recent years, the advertising department has highlighted the brand positioning of "central authority" in the market competition, which is an excellent marketing strategy and implementation, and has greatly transformed the government policy advantage into market advantage. CCTV should accelerate the process of marketization with greater confidence, gradually gain a strong position with market strategy and take over the strong position created by policy advantages. In concrete operation, we can further promote the brand operation of each channel and prevent the rise of local TV stations and satellite TV stations and the entry of foreign communication giants.

Baosteel Vs IBM: profit is king

The value of a brand is not only that it can create more customers, that is, sales, but also that it can create more profits. Profit is an important indicator to measure brand strength and value. As the "No.1 Steel in China", Baosteel has a clear positioning, a strong market and good sales and profits. In 2003, Baosteel's annual sales reached 654.38+020.4 billion yuan, and its profit reached more than 654.38+03 billion yuan. In view of the huge international market and strong domestic demand of the steel industry, Baosteel has a clear business focus, occupying the position of "China No.1 Steel", and its brand value far exceeds Haier, whose focus is fading and its profit is only one tenth.

The level of brand profitability has also made IBM's brand value go through vicissitudes. IBM has dominated the computer industry since the early 1950s, when mainframes were the mainstream. With the rise of expert brands such as minicomputers, PCs, workstations, software and chips, IBM has lost its focus and advantages in various fields. Since 199 1, IBM has suffered huge losses for three consecutive years, reaching $28, $56 and $8 1 billion respectively. Enterprises face bankruptcy and brands are on the verge of extinction. It was not until IBM repositioned its brand as "integrated computer service" and regained its focus that IBM returned to the leading position in the industry. As a result, its profits have been rising year by year, reaching $7.583 billion last year, pushing the brand value to a new height.

Enlightenment: Profit proves brand value. Baosteel should firmly believe that its brand value far exceeds Haier's, stay focused and hit the goal of being the first in the world.

Lenovo Vs General Electric: Understanding the Essential Value of Brand

Lenovo took the lead in exploring the mass PC market, ranking first in the domestic market for eight consecutive years. Lenovo brand represents PC, and its brand strength and value are derived from this. With the escalation and intensification of competition, the industry is further divided, and the Lenovo brand value representing PC is rapidly declining and shrinking. The power of differentiation will push Lenovo brand out of the mainstream position and further "marginalize". For example, with the rise of notebooks (the sales volume of notebooks in Japan and the United States has surpassed that of desktops), Lenovo has become the representative of "desktop PC"; With Dell leading the trend of "direct selling", Lenovo further represents "traditional distribution PC"; With HP's position as the "No.1 in the world", Lenovo was repositioned as "No.1 in China". What is particularly alarming is that Lenovo's own strategic mistakes, such as successive attacks in IT services, mobile phones and other fields, are precisely self-destructive brand positioning.

From the brand point of view, Lenovo is still a guerrilla in the local market of the global IT industry. Lenovo's brand value is overvalued to 60.5 billion yuan, which will mislead enterprises in the illusory aura. As a guerrilla, once he loses objectivity, he goes out of the mountain without authorization and launches multi-head attacks on opponents from all walks of life. Not only is it difficult to succeed, but it may also lose the base area and the accumulated counterattack force.

Contrary to Lenovo, GE 1876 was born in Edison Lab, and it did everything it could when the competition was not smooth, thus establishing an all-encompassing generalist brand. 198 1 jack? After Welch took office, he began to cut his business drastically, from more than 150 fields to more than 10. Today, GE stands for "one of the best" in all fields, which is the source of the strength of the GE brand.

Enlightenment: The power of a brand is inversely proportional to the types of products it contains. Lenovo should gradually withdraw from non-PC fields such as mobile phones and regain its competitiveness.

Sinochem Vs Intel: Brand should represent category

What does Sinochem brand stand for? It stands for oil, fertilizer and chemical industry-in a word, nothing. Such a brand can't enter the customer's mind to establish a clear positioning, so that customers don't know where its core value lies. Sinochem, as the name of an enterprise entity, is far from becoming a mature brand, but it is hard to understand that it is valued as high as 57.6 billion yuan. We have no idea why. Whatever the reason, this wrong value orientation will seriously mislead business people.

Looking back at Intel, since the birth of 1968, it has been a component supplier, and it is difficult to have a say in the computer industry. Intel made two important choices and turned the tables. One is to give up memory and focus on microprocessor business; The second is massive marketing promotion, bypassing agents and directly establishing supplier brands in the minds of end customers. Starting from 199 1, Intel launched a classic "Intel inside" promotion activity, which directly infiltrated the brand into customers' minds, and the Intel brand moved from behind the scenes to the front desk. Because Intel's product line is specific and clear, the brand quickly established a clear understanding of "chip" in people's minds. This cognitive advantage makes competitor AMD live in its huge shadow for a long time. Even if AMD has achieved a leading edge in product technology, such as being the first to introduce "64-bit", it has not made "32-bit" Intel obsolete. There is a simple reason. In the eyes of customers, Intel represents chips.

Revelation: A successful brand represents a category. Sinochem should choose its most competitive field and achieve market dominance through mergers and acquisitions, thus highlighting brand positioning and value. In the field where we can't gain a dominant position, we should either divest or focus on the sub-areas where we can gain a dominant position, so as to establish a real brand.

Hongtashan Vs Nokia: be alert to industry trends

Hongtashan was originally the representative of high-grade cigarettes in China. With the improvement of people's consumption level, there is no innovation in products and prices, which has been impacted by domestic high-end brands and Furong Wang. Now it has gradually become a high-end brand and lost its original position. Hongtashan's sales have fallen out of the top ten in the industry, and its brand value is still valued at more than 50 billion yuan, nearly double that of Zhonghua, Furong Wang and Baisha combined. Where the price comes from is really unknown. Even without intra-industry comparison, on the whole, the world tobacco industry will continue to shrink, and Hongtashan itself will continue to shrink, and the brand value only points to the future.

Nokia was originally a typical all-around brand in Finland. Its products, from picture tubes to truck tires and toilet paper, have lost their competitiveness in many fields and suffered losses again and again. Its strategic turning point occurred in 1992, Yoma? Ollila is in charge of this company. He evaluates the trends in various business fields, sells backward manufacturing industries one by one, and concentrates all the company's resources on a very promising product-mobile phone. Since then, Nokia has transformed into a mobile phone expert brand, quickly attacking the business and becoming the world's first mobile phone brand within 9 years. Communication represents the future, so Nokia enterprises surpass Siemens, Philips and other European established enterprises in one fell swoop and become the company with the largest market value in Europe.

Enlightenment: Trends create brands. On the one hand, Hongtashan needs to reposition its brand to regain its competitiveness, and on the other hand, it needs to speed up mergers and acquisitions in the non-tobacco field or build its own new brand, so as to be sure of success in the future.

China Industrial and Commercial Bank Vs Disney: Focus on brand and customer contact.

The four major state-owned commercial banks have been relying on the traditional deposit and loan spreads as their main income for many years, and rarely carry out business innovation and expansion. As a leader, China Industrial and Commercial Bank (ICBC) has a non-inventory spread (intermediate business) income of only 10% (80% compared with Citibank), which can almost be called a niche leader. Brands rarely bring innovative services to customers, and the relationship between brands and customers is not close. If the brand disappears, people will quickly turn to other brands without regret. ICBC has not brought people original services. It is just an ordinary big bank for customers. Customers lack good business experience and emotional attachment to the brand, which will not closely link China Industrial and Commercial Bank with a mental resource. The brand value of ICBC is overvalued, even lower than that of China Merchants Bank, which is only110. The latter is in a good mental state, and has even been rated as the most respected enterprise in China for three consecutive years.

Disney brand started from 1923 and has brought cartoons and joy to the world for more than 80 years. Disney was the first to launch a sound cartoon (Mickey Mouse, 1928), a color cartoon (Mulan, 1932), a long cartoon (Snow White, 1937) and a three-dimensional movie (Pinocchio, 1940). In order to popularize cartoon entertainment, Disney launched brand toys and other cartoon consumer goods, set up theme parks around the world, actively participated in cartoon audio-visual publishing, and established a TV network for playing cartoon movies. It is Disney that keeps pace with the times and makes unremitting efforts to create trends with new technologies, which greatly expands the animation and entertainment industry and brings good experience and emotional attachment to customers. Most importantly, Disney therefore defines and represents the "cartoon entertainment" industry and has the core value of the brand, so the brand is worth $28 billion.

Enlightenment: Brand value comes from the relationship between brand and customers. China Industrial and Commercial Bank should not be confused by the brand value of more than 47 billion yuan, but should vigorously expand its intermediary business and begin to establish deep relationships with customers. While making China No.1 Bank a reality, we can build this advantage in customers' minds.

China railway engineering Vs McDonald's: beware of brand hollowing out

China Railway Engineering originated from national manufacturing, and has been loaded into many well-known brand construction enterprises. The brand value awarded this time is 4.51100 million yuan, which should be included in the data of its affiliated enterprises. The enterprises represented by China Railway Engineering are relatively large, and customers often choose subordinate enterprises instead of China Railway Engineering. "China Railway Engineering" shows signs of brand hollowing out, which is difficult to be valuable.

There is an important tool to evaluate whether the brand has been hollowed out, that is, whether the actual assets of the enterprise will lose value and significance like reinforced concrete without property rights, or will shrink seriously after the brand name is removed. If China Railway Engineering is separated from the enterprise entity, that is, the enterprise changes its name, it will not have much impact on the status of the enterprise, indicating that China Railway Engineering should be alert to the hollowing out of the brand. Such a brand does not have much value, but exists as the name of a large entity.

The reason why McDonald's brand has a value of $25 billion is precisely because McDonald's entities will become a pile of reinforced concrete without property rights. On the contrary, even an ordinary hamburger can be sold more expensive and better as long as it is labeled McDonald's. This is the brand value of McDonald's.

Revelation: Only the brand selected by customers has value. The subordinate enterprises of China Railway have their own characteristics. They can find and create customers by themselves, gain customer recognition and have brand appeal. China Railway Engineering should be split according to the positioning of each enterprise to build a brand fleet.

China Life Vs Marlboro: Positioning to Win

The insurance industry is a sunrise industry, and its future is limitless. China Life originated from the split between finance and life insurance of People's Insurance Company of China, which specializes in life insurance, making it specialized and leading the big market. Such a superior brand, the value is far above Haier.

Marlboro brand is worth $22 billion, and the key to its success comes from the strategic turning point of 1954. Before that, filter-tip cigarettes were unisex cigarettes in the United States, and Marlboro was the same, even requiring more women. Its classic slogan is "as soft as the wind in May", and it has been trying hard for decades without success. 1954, Leo? Bona repositioned Marlboro as "the first filter cigarette specifically for men", which immediately made Marlboro an expert brand and stood out. Since then, Marlboro has found a cowboy image that best represents the masculinity, making its male orientation more distinct and full of tension, thus creating the world's first cigarette brand.

Enlightenment: A successful brand starts with positioning. Once China Life is split, it has a clear positioning, and what is needed is a big step forward. China Life can aim at the second brand, appeal to customers that it is the first brand, take life as the center and strengthen defense. In business, we constantly introduce new products and lead the industry standards.

China Mobile Vs Mercedes-Benz: Leadership trumps everything.

China Mobile has been a market leader since its birth, and since then, it has imposed a near-perfect ban on its followers. First of all, it has greatly developed and enriched China's mobile communication services, built and improved the communication network, and effectively raised the threshold of competition; Secondly, it positions the follow-up brand as low-end, effectively suppressing the threat of competitors; Third, lead the opponent to the decisive battle of network quality, and calmly occupy the dominant position with a more perfect and reliable network. With the development of the dominant competitive situation, China Mobile not only leads its competitors to explore the market and enjoy the maximum benefits, but also further consolidates its leading brand position. China Mobile is now the largest mobile communication brand in the world. Based on the mobile communication market in China and its strong leading position, the brand value of China Mobile is much better than that of Haier, which is far more than 39 1 100 million yuan. Only last year's profit, China Mobile is close to the evaluated brand value.

1885, Carl? Mercedes-Benz invented the tricycle; 1886, gottlieb? Daimler made four-wheeled cars. After World War I 1926, the two companies jointly launched the "Mercedes-Benz" brand to fight against the cheap Volkswagen. Since then, Mercedes-Benz has been constantly innovating, always pursuing the most perfect engineering design, constantly adopting cutting-edge technology, and emphasizing its historical reputation of inventing cars, repelling rivals such as BMW, Audi, Volvo and Cadillac, insisting on leading the high-end market and becoming a high-end automobile brand representing fame, with a brand value of $22 billion.

Revelation: Leadership trumps everything. China Mobile should strengthen the ban on the follow-up brands: 1, return to the advertisements of "critical moment" and "losing money if dropped", and return to the decisive battle of network reliability; 2. In view of the operation of the two main competitors, it is unprofessional to reposition them, which is easy to cause confusion and inconvenience.