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最近一期《商业周刊》(BusinessWeek)与纽约著名品牌顾问公司 Interbrand合作选出环球价值最高的100大名牌,榜上有名的名牌均价值逾10亿美元。此排行榜主要有两大人选条件:一、必须是国际性品牌,产品或服务的营业额至少20%来自本土以外。二、品牌的市场推广及财务资料必须能够公开取得,以作可靠评核。由于上述两项条件所限,许多名牌如美国名牌 Gatorade,家喻户晓的国际性名牌如Visa、BBC、Mars 及 CNN 皆无缘上榜。这次评选以“良好品牌有助增加营业额及盈利”为基本信念,评选程序中尝试计算出每一个品牌带来的贡献、有关贡献未来的稳定性以及品牌未来盈利贡献的现有价值。
The latest issue of BusinessWeek, in partnership with Interbrand, a New York-based brand consultancy, selected the top 100 best-known names in the world, each worth more than $ 1 billion. There are two major candidates for this leaderboard: First, it must be an international brand, products or services at least 20% of turnover from outside the country. Second, brand marketing and financial information must be publicly available for reliable assessment. Due to the above two conditions, many famous brands such as the American brand Gatorade, well-known international brands such as Visa, BBC, Mars and CNN missed the list. The selection is based on the belief that good brands will help increase sales and profits. The selection process attempts to calculate the contribution each brand brings, the future stability of the contribution, and the existing value of the brand's future profit contribution .