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品牌的消费者认知度是决定品牌价值的重要因素,因为品牌是业务绩效、产品交付、定位清晰度和领先优势的集合体。在WPP集团和其旗下华通明略(Millward B r o w n)近日发布的“2 0 1 5年Brand ZTM最具价值全球品牌100强”榜单上,苹果以2470亿美元的品牌价值力压谷歌荣登榜首之位。中国品牌表现尤为突出,在零售商品牌价值方面,中国电商龙头阿里巴巴以664亿美元的品牌价值将亚马逊和沃尔玛双双甩在身后。腾讯则以770亿美元的品牌价值领先于710亿美元品牌价值的Facebook。
Brand awareness of consumers is an important factor in determining brand value, because the brand is a collection of business performance, product delivery, positioning clarity and leading edge. On the WPP Group and its recently announced “Top 100 Brand ZTM Most Valuable Global Brands 2005” list issued by its Millward B rown, Apple pressured with a $ 247 billion brand value Google tops the list. China’s brand performance is particularly prominent in terms of retailer brand value, Alibaba, China’s leading electricity supplier to 66.4 billion US dollars of brand value both Amazon and Wal-Mart left behind. Tencent is $ 77 billion worth of brand value ahead of $ 71 billion brand value of Facebook.