品牌咨詢公司Interbrand上上周一公布了年度的全球最佳品牌報告。一個家喻戶曉的名字再度在報告排名中高居榜首：蘋果。

據Interbrand估算，蘋果的品牌價值已經高達1842億美元。今年是蘋果連續第五年名列第一，谷歌和微軟分列第二和第三位。Interbrand于2000年開始公布品牌排行榜，直到2012年，可口可樂始終獨占榜首。2013年時，蘋果首次將可口可樂拉下神壇。今年可口可樂排在第四位，亞馬遜、三星、豐田、Facebook、梅賽德斯-奔馳和IBM分占第五到第十名。

Interbrand編制這份榜單主要參考各家公司的財務預測和品牌定位。此外，還有最為重要的用戶忠誠度，這是一個品牌未來利潤和需求的源泉。

在五連霸全球品牌排行榜以前，蘋果的排名已經飛速攀升。2000年蘋果登上排行榜時僅排在第36位，此后蘋果推出一系列革命性的產品，品牌排名隨之一路飆升。

蘋果為什么霸榜5年？即使不是全部，這家科技巨頭也無疑具備頂級品牌應有的部分特質。Interbrand認為，全球一流品牌應具有這些特質：將用戶置于首位，理解用戶需求并為大家帶來了前瞻性的設計；創造符合用戶品牌體驗的系統技術；即使過往成績斐然，但仍能不斷創造新的增長機遇。（財富中文網）

譯者：Pessy

審校：夏林

Brand consulting firm Interbrandreleased its annual best brands report on Monday, and it’s topped—once again—by a familiar name: Apple.

With an estimated brand value of $184.2 billion, according to Interbrand, Apple claimed the No. 1 spot for the fifth year in a row, followed by Google at No. 2, and Microsoft at No. 3. Apple’s reign at No. 1 started in 2013, when it unseated Coca-Cola, which had been No. 1 since the list’s inception in 2000. Coca-Cola was No. 4 on this year’s ranking. Amazon, Samsung, Toyota, Facebook, Mercedes-Benz, and IBM rounded out the 2017 top 10.

Interbrand compiles its ranking by assessing companies’ financial forecasts, determining a brand’s role, and gauging a brands’ strength or its ability to create loyalty and, as a result, drive sustainable demand and profit in the future.

Apple’s five-year streak atop the global ranking followed a rapid climb for the tech titan. It slid after landing at No. 36 in 2000, but then rocketed up the chart along a trajectory that followed the introduction of its revolutionary products.

So what’s behind Apple’s five-year run? No doubt the tech giant embodies some—if not all—of what Interbrand says are the hallmarks of top-ranking brands: putting customers first by understanding what consumers want and providing them with forward-thinking design, creating technology that fits into an ecosystem of other brand experiences, and the ability to pivot to new growth opportunities—despite legacies and investments in proven products and business practices.