2008全球最佳品牌排名 _ 高韬的专家文章

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2008全球最佳品牌排名 2008-10-03

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best global brands 2008 rankings

2008品牌价值出炉，可口可乐在度蝉联第一，前10名大概与2007年差不多，唯 Google 第一次挤进前10名，前一百名中，共有七家是新进榜的，其中以来自 Sweden H&M ,第一次进榜就在22名。

Google，Apple， Amazon.com公司， Zara和任天堂是今年涨幅剧烈的公司，令人惊讶的是，金融服务业巨头美林，花旗和摩根史坦利等公司已经显著下跌中。可口可乐(NO.1)连续八年为全球最佳品牌。然而，另一个显著转变，第二名今年是由IBM公司，击败微软(第3)。

全球最佳品牌2008年排名证实，信贷市场动荡影响原领先的金融服务品牌，其中包括美林证券公司(第34)和花旗集团(第19)；但一些强有力的品牌，如 HSBC 汇丰银行(第27)和信用卡公司VISA（新进入名单上的第100名）和美国运通(第15)，这都是因为他们安然度过信贷危机，让排名仍然持续或增加。

2008年名单中显著下跌的包括福特(第49)和 Gap(第77)。同时值得注意的新人包括H&M的(第22)，汤姆森路透社(第44)，黑莓(第73)，阿玛尼(第94)，联邦快递(第99)和VISA(第100)。best global brands
2008 rankings
2008 2007 Brand Country of Origin Sector 2008 Brand Change
Rank Rank Value ($m) in Brand Value

1 1 Coca-Cola United States Beverages 66,667 2%
2 3 IBM United States Computer Services 59,031 3%
3 2 Microsoft United States Computer Software 59,007 1%
4 4 GE United States Diversified 53,086 3%
5 5 Nokia Finland Consumer Electronics 35,942 7%
6 6 Toyota Japan Automotive 34,050 6%
7 7 Intel United States Computer Hardware 31,261 1%
8 8 McDonald's United States Restaurants 31,049 6%
9 9 Disney United States Media 29,251 0%
10 20 Google United States Internet Services 25,590 43%
11 10 Mercedes Germany Automotive 25,577 9%
12 12 Hewlett-Packard United States Computer Hardware 23,509 6%
13 13 BMW Germany Automotive 23,298 8%
14 16 Gillette United States Personal Care 22,689 8%
15 15 American United States Financial Services 21,940 5%
16 17 Louis France Luxury 21,602 6%
17 18 Cisco United States Computer Services 21,306 12%
18 14 Marlboro United States Tobacco 21,300 0%
19 11 Citi United States Financial Services 20,174 -14%
20 19 Honda Japan Automotive 19,079 6%
21 21 Samsung Republic of Korea Consumer Electronics 17,689 5%
22 New H Sweden Apparel 13,840 New
23 27 Oracle United States Computer Software 13,831 11%
24 33 Apple United States Computer Hardware 13,724 24%
25 25 Sony Japan Consumer Electronics 13,583 5%
26 26 Pepsi United States Beverages 13,249 3%
27 23 HSBC United Kingdom Financial Services 13,143 -3%
28 24 Nescafe Switzerland Beverages 13,056 1%
29 29 Nike United States Sporting Goods 12,672 6%
30 28 UPS United States Transportation 12,621 5%
31 34 SAP Germany Computer Software 12,228 13%
32 31 Dell United States Computer Hardware 11,695 1%
33 30 Budweiser United States Alcohol 11,438 -2%
34 22 Merrill United States Financial Services 11,399 -21%
35 38 Ikea Sweden Home Furnishings 10,913 8%
36 36 Canon Japan Computer Hardware 10,876 3%
37 32 J.P. United States Financial Services 10,773 -6%
38 35 Goldman United States Financial Services 10,331 -3%
39 40 Kellogg's United States Food 9,710 4%
40 44 Nintendo Japan Consumer Electronics 8,772 13%
41 39 UBS Switzerland Financial Services 8,740 -11%
42 37 Morgan United States Financial Services 8,696 -16%
43 42 Philips Netherlands Diversified 8,325 8%
44 76 Thomson Canada Media 8,313 New
45 46 Gucci Italy Luxury 8,254 7%
46 48 eBay United States Internet Services 7,991 7%
47 50 Accenture United States Computer Services 7,948 9%
48 43 Siemens Germany Diversified 7,943 3%
49 41 Ford United States Automotive 7,896 -12%
50 45 Harley-Davidson United States Automotive 7,609 -1%
51 51 L'Oreal France Personal Care 7,508 7%
52 52 MTV United States Media 7,193 4%
53 54 Volkswagen Germany Automotive 7,047 8%
54 47 AIG United States Financial Services 7,022 -6%
55 49 AXA France Financial Services 7,001 -4%
56 53 Heinz United States Food 6,646 2%
57 57 Colgate United States Personal Care 6,437 7%
58 62 amazon.com United States Internet Services 6,434 19%
59 56 Xerox United States Computer Hardware 6,393 6%
60 58 Chanel France Luxury 6,355 9%
61 59 Wrigley's United States Food 6,105 6%
62 64 Zara Spain Apparel 5,955 15%
63 63 Nestle Switzerland Food 5,592 5%
64 60 KFC United States Restaurants 5,582 -2%
65 55 Yahoo! United States Internet Services 5,496 -9%
66 67 Danone France Food 5,408 8%
67 68 Audi Germany Automotive 5,407 11%
68 66 Caterpillar United States Diversified 5,288 5%
69 65 Avon United States Personal Care 5,264 3%
70 69 adidas Germany Sporting Goods 5,072 6%
71 71 Rolex Switzerland Luxury 4,956 8%
72 72 Hyundai Republic of Korea Automotive 4,846 9%
73 New BlackBerry Canada Consumer Electronics 4,802 New
74 70 Kleenex United States Personal Care 4,636 1%
75 75 Porsche Germany Automotive 4,603 9%
76 73 Hermes France Luxury 4,575 8%
77 61 Gap United States Apparel 4,357 -20%
78 78 Panasonic Japan Consumer Electronics 4,281 4%
79 83 Cartier Switzerland Luxury 4,236 10%
80 79 Tiffany United States Luxury 4,208 5%
81 74 Pizza United States Restaurants 4,097 -4%
82 80 Allianz Germany Financial Services 4,033 2%
83 85 Moet France Alcohol 3,951 6%
84 84 BP United Kingdom Energy 3,911 3%
85 88 Starbucks United States Restaurants 3,879 7%
86 81 ING Netherlands Financial Services 3,768 -3%
87 77 Motorola United States Consumer Electronics 3,721 -10%
88 89 Duracell United States Consumer Electronics 3,682 2%
89 91 Smirnoff United Kingdom Alcohol 3,590 6%
90 92 Lexus Japan Automotive 3,588 7%
91 94 Prada Italy Luxury 3,585 9%
92 90 Johnson United States Personal Care 3,582 4%
93 New Ferrari Italy Automotive 3,527 New
94 New Armani Italy Luxury 3,526 New
95 87 Hennessy France Alcohol 3,513 -3%
96 New Marriott United States Hospitality 3,502 New
97 93 Shell Netherlands Energy 3,471 4%
98 96 Nivea Germany Personal Care 3,401 9%
99 New FedEx United States Transportation 3,359 New
100 New Visa United States Financial Services 3,338 New“品牌掌柜”高韬
IBA国际品牌协会评审顾问；
中国管理创新研究院高级研究员；
价值中国最具影响力百强专家；
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