獲取最新消息和促銷信息
想了解最新的內容和促銷活動嗎？ 通過我們的每周時事通訊獲得最優惠的價格！
想了解最新的內容和促銷活動嗎？ 通過我們的每周時事通訊獲得最優惠的價格！
品牌價值可能是任何公司無形資產的重要組成部分
專利、品牌等非實物資產對公司整體價值的影響越來越大。2020 年的分析發現，無形資產佔據標普500指數市值的90%，自1995年以來增加了22個百分點。
Visual Capitalist的Dorothy Neufeld根據Brand Finance的年度排名展示了2023 年全球100個最有價值的品牌，說明了品牌資產在公司市場地位中所扮演的角色。
Brand Finance調查了38個國家 / 地區的 5,000 多家公司（對於 Alphabet 和 Meta 等集團，還調查了其子公司品牌）。從廣義上講，品牌價值代表了與該品牌相關的公司收益的分配。
| Rank | Brand | Brand Value (B) | Country | Sector |
| 1 | Amazon | $299.3 | U.S. | Retail |
| 2 | Apple | $297.5 | U.S. | Tech |
| 3 | $281.4 | U.S. | Media | |
| 4 | Microsoft | $191.6 | U.S. | Tech |
| 5 | Walmart | $113.8 | U.S. | Retail |
| 6 | Samsung Group | $99.7 | South Korea | Tech |
| 7 | ICBC | $69.5 | China | Banking |
| 8 | Verizon | $67.4 | U.S. | Telecoms |
| 9 | Tesla | $66.2 | U.S. | Automobiles |
| 10 | TikTok/Douyin | $65.7 | China | Media |
| 11 | Deutsche Telekom | $62.9 | Germany | Telecoms |
| 12 | China Construction Bank | $62.7 | China | Banking |
| 13 | Home Depot | $61.1 | U.S. | Retail |
| 14 | $59.0 | U.S. | Media | |
| 15 | State Grid | $58.8 | China | Utilities |
| 16 | Mercedes-Benz | $58.8 | Germany | Automobiles |
| 17 | Agricultural Bank Of China | $57.7 | China | Banking |
| 18 | Starbucks | $53.4 | U.S. | Restaurants |
| 19 | Toyota | $52.5 | Japan | Automobiles |
| 20 | $50.2 | China | Media | |
| 21 | Moutai | $49.7 | China | Spirits |
| 22 | AT&T | $49.6 | U.S. | Telecoms |
| 23 | Disney | $49.5 | U.S. | Media |
| 24 | Allianz Group | $48.4 | Germany | Insurance |
| 25 | Shell | $48.2 | UK | Oil & Gas |
| 26 | $47.4 | U.S. | Media | |
| 27 | Bank of China | $47.3 | China | Banking |
| 28 | Costco | $46.6 | U.S. | Retail |
| 29 | Aramco | $45.2 | Saudi Arabia | Oil & Gas |
| 30 | Ping An | $44.7 | China | Insurance |
| 31 | Huawei | $44.3 | China | Tech |
| 32 | China Mobile | $43.4 | China | Telecoms |
| 33 | BMW | $40.4 | Germany | Automobiles |
| 34 | accenture | $39.9 | U.S. | Tech |
| 35 | Oracle | $39.6 | U.S. | Tech |
| 36 | Bank of America | $38.6 | U.S. | Banking |
| 37 | Tencent | $38.1 | China | Media |
| 38 | UnitedHealthcare | $37.1 | U.S. | Healthcare Services |
| 39 | McDonald’s | $36.9 | U.S. | Restaurants |
| 40 | Porsche | $36.8 | Germany | Automobiles |
| 41 | NTT Group | $36.6 | Japan | Telecoms |
| 42 | UPS | $35.4 | U.S. | Logistics |
| 43 | Mitsubishi Group | $35.0 | Japan | Automobiles |
| 44 | Marlboro | $34.7 | U.S. | Tobacco |
| 45 | Deloitte | $34.5 | U.S. | Commercial Services |
| 46 | American Express | $34.1 | U.S. | Commercial Services |
| 47 | Volkswagen | $34.0 | Germany | Automobiles |
| 48 | Coca-Cola | $33.5 | U.S. | Soft Drinks |
| 49 | Wells Fargo | $33.0 | U.S. | Banking |
| 50 | CSCEC | $31.9 | China | Engineering & Construction |
| 51 | J.P. Morgan | $31.8 | U.S. | Banking |
| 52 | Lowe’s | $31.6 | U.S. | Retail |
| 53 | Chase | $31.3 | U.S. | Banking |
| 54 | Nike | $31.3 | U.S. | Apparel |
| 55 | Mitsui | $30.7 | Japan | Engineering & Construction |
| 56 | CVS | $30.6 | U.S. | Retail |
| 57 | Citi | $30.6 | U.S. | Banking |
| 58 | Taobao | $30.5 | China | Retail |
| 59 | Wuliangye | $30.3 | China | Spirits |
| 60 | YouTube | $29.7 | U.S. | Media |
| 61 | PetroChina | $29.6 | China | Oil & Gas |
| 62 | VISA | $29.6 | U.S. | Commercial Services |
| 63 | FedEx | $28.9 | U.S. | Logistics |
| 64 | Xfinity | $28.8 | U.S. | Telecoms |
| 65 | Target | $27.6 | U.S. | Retail |
| 66 | Tmall | $27.4 | China | Retail |
| 67 | Hyundai Group | $27.3 | South Korea | Automobiles |
| 68 | Sinopec | $27.1 | China | Oil & Gas |
| 69 | Tata Group | $26.4 | India | Engineering & Construction |
| 70 | Louis Vuitton | $26.3 | France | Apparel |
| 71 | IBM | $26.2 | U.S. | Tech |
| 72 | EY | $25.7 | UK | Commercial Services |
| 73 | PWC | $25.3 | U.S. | Commercial Services |
| 74 | Mastercard | $24.8 | U.S. | Commercial Services |
| 75 | China Merchants Bank | $24.5 | China | Banking |
| 76 | Honda | $24.2 | Japan | Automobiles |
| 77 | Netflix | $24.2 | U.S. | Media |
| 78 | Cisco | $23.9 | U.S. | Tech |
| 79 | Sumitomo Group | $23.9 | Japan | Trading Houses |
| 80 | Spectrum | $23.3 | U.S. | Telecoms |
| 81 | Uber | $23.3 | U.S. | Mobility |
| 82 | Intel | $22.9 | U.S. | Tech |
| 83 | Dell Technologies | $22.6 | U.S. | Tech |
| 84 | SK Group | $22.5 | South Korea | Telecoms |
| 85 | Nestlé | $22.4 | Switzerland | Food |
| 86 | Ford | $22.3 | U.S. | Automobiles |
| 87 | TSMC | $21.6 | Taiwan | Tech |
| 88 | Walgreens | $21.6 | U.S. | Retail |
| 89 | Siemens Group | $ 21.4 | Germany | Engineering & Construction |
| 90 | LG Group | $21.3 | South Korea | Tech |
| 91 | SAP | $21.1 | Germany | Tech |
| 92 | TotalEnergies | $20.7 | France | Oil & Gas |
| 93 | TD | $20.4 | Canada | Banking |
| 94 | Optum | $20.1 | U.S. | Healthcare Services |
| 95 | Elevance Health (formerly Anthem) | $19.9 | U.S. | Healthcare Services |
| 96 | HSBC | $19.9 | UK | Banking |
| 97 | CREC | $19.8 | China | Engineering & Construction |
| 98 | CHANEL | $19.4 | France | Apparel |
| 99 | General Electric | $19.3 | U.S. | Engineering & Construction |
| 100 | Salesforce | $19.1 | U.S. | Tech |
Apple is in close second with a $298 billion brand. It’s important to note that both tech giants brands fell in value from last year, as supply chain disruptions, labor market constraints, and slower forecasted revenue impacted their brands.
Other big tech brands Google (#3) and Microsoft (#4) were next in the ranking. Korean conglomerate Samsung (#6) was the highest-ranking firm based outside of America.
亞馬遜以2,990億美元的品牌價值位居全球第一。作為在線零售市場的領導者，亞馬遜在收入佔比最大的B2C領域擁有強大的品牌忠誠度，並且是其B2B平台雲服務的關鍵參與者。
蘋果公司以2,980億美元的品牌緊隨其後。值得注意的是，由於供應鏈中斷、勞動力市場限制以及預期收入放緩對其品牌產生了影響，這兩個科技巨頭的品牌價值較去年都有所下降。
其他大型科技品牌 – 谷歌（第 3 名）和微軟（第 4 名）緊隨其後。韓國企業集團三星（第 6 名）是美國以外排名最高的公司。
Looking at brand value based on sector, we can see that tech continues to dominate. The sector breakdown below uses data from the top 500 brands covered by Brand Finance
從各個行業的品牌價值來看，我們可以看到科技繼續佔據主導地位。下面的行業細分使用了 Brand Finance 覆蓋的前500名品牌的數據。
| Rank | Sector | % of Total | Total Brand Value (B) |
| 1 | Tech | 19.4% | $891.2 |
| 2 | Retail | 15.0% | $690.0 |
| 3 | Media | 14.0% | $645.2 |
| 4 | Banking | 10.2% | $467.4 |
| 5 | Automobiles | 8.6% | $397.3 |
| 6 | Telecoms | 7.3% | $334.6 |
| 7 | Commercial Services | 3.8% | $174.0 |
| 8 | Oil & Gas | 3.7% | $171.0 |
| 9 | Engineering & Construction | 3.3% | $149.5 |
| 10 | Insurance | 2.0% | $93.0 |
| 11 | Restaurants | 2.0% | $90.3 |
| 12 | Spirits | 1.7% | $80.0 |
| 13 | Healthcare Services | 1.7% | $77.1 |
| 14 | Apparel | 1.7% | $77.0 |
| 15 | Logistics | 1.4% | $64.3 |
| 16 | Utilities | 1.3% | $58.8 |
| 17 | Tobacco | 0.8% | $34.7 |
| 18 | Soft Drinks | 0.7% | $33.5 |
| 19 | Trading Houses | 0.5% | $23.9 |
| 20 | Mobility | 0.5% | $23.3 |
| 21 | Food | 0.5% | $22.4 |
總體而言，頂級科技品牌的總價值達到8,910億美元，這主要歸功於蘋果、微軟和三星的巨大影響力。
繼零售和媒體之後，銀行業仍以4,670億美元的規模佔據著顯著的品牌影響力。汽車業以3,970 億美元的規模躋身前五名，由特斯拉和梅賽德斯、奔馳等公司領銜。
儘管蘋果和亞馬遜等一些品牌的價值在去年有所下降，但其他品牌的品牌價值卻有所增加。
| Rank | Name | Brand Value % Change (2022-2023) |
| 1 | BYD | 57% |
| 2 | ConocoPhillips | 56% |
| 3 | Maersk | 53% |
| 4 | 49% | |
| 5 | Christian Dior | 46% |
| 6 | Tesla | 44% |
| 7 | ADP | 44% |
| 8 | United Airlines | 42% |
| 9 | 42% | |
| 10 | Equinor | 40% |
As the economic landscape continues to shift, the value of these brands will shift as well.
中國領先的電動汽車公司比亞迪（BYD）躍升最快。該公司專注於廉價電動汽車，並得到Warren Buffett股神巴菲特的支持，已成為特斯拉日益強大的競爭對手，並且是全球第二大鋰離子電池（Lithium-ion batteries）的生產商。
能源公司 ConocoPhillips康菲石油公司在品牌價值方面排名第二，這得益於其對能源轉型燃料、減少生產排放和降低供應成本的關注。
航空業經歷了一系列困難時期後，隨著旅行需求的加速，聯合航空的品牌價值增長了 42%。
隨著經濟格局的不斷變化，這些品牌的價值也會發生變化。
英國李斯特城經濟系畢業後，任職美資投行高級交易員以及區域投資顧問之職。曾於香港投資日報兼任專欄作家，負責環球經濟效應及社論等專欄。香港暢銷書《腥風血雨的大環境：半條命絕地求生》、《亂世投資》作者，網台《半條命經濟生活頻道》創辦人，曾任《圍爐講股Investment Knowledge》網站虛擬貨幣顧問。
2023年全球最有價值品牌出爐
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