2020年，全球经济经历了自大萧条以来最严重的衰退之一。

Yet, as Visual Capitalist's Carmen Ang notes, while the ripple effects of COVID-19 have thrown many businesses into disarray, some companies have not only managed to stay afloat amidst the chaos—they’ve thrived. Using data from Kantar BrandZ, this graphic looks at the top 100 most valuable brands of 2021.

然而，正如视觉资本(Visual Capitalist)的卡门·昂(Carmen Ang)所指出的，虽然COVID-19的连锁反应让许多企业陷入混乱，但一些公司不仅在混乱中得以生存，而且还兴旺了起来。根据Kantar BrandZ的数据，这张图表展示了2021年最具价值的100个品牌。

Methodology 调查方法

Each year, research group Kantar BrandZ ranks companies based on their “brand value,” which is measured by:

研究机构Kantar BrandZ每年都会根据“品牌价值”对企业进行排名，衡量标准是:

1. A brand’s total financial value, which is the financial contribution that brand brings to its parent company ($ value).

   一个品牌的总财务价值，即品牌给母公司带来的财务贡献(美元价值)。
   

2. Multiplied by its proportional value, measured by the brands proportional impact on its parent company’s sales (% value).

   乘以其比例价值，衡量品牌对其母公司销售额的影响比例(%价值)。

The financial results are then combined with quantitative survey data, sourced from over 170,000 global consumers. The end result is a holistic look at a company’s brand equity, reputation, and ability to generate value.

财务结果将与来自全球17万多名消费者的定量调查数据相结合。最终的结果是对一家公司的品牌资产、声誉和创造价值的能力进行整体审视。

The Leaderboard 排行榜

The total value of 2021’s Top 100 brands grew by 42%, reaching a combined $7 trillion. At the top of the list, perhaps unsurprisingly, is Amazon, with a total brand value of $683 billion.

 2021年全球100大品牌的总价值增长了42%，达到7万亿美元。排名第一的是亚马逊(Amazon)，品牌总价值为6830亿美元，这或许并不令人意外。

It’s the third consecutive year that Amazon has placed first on the list. Since last year’s ranking, the ecommerce brand has seen its value grow by 64%. Keep in mind, this accounts for all areas of Amazon’s business, including its web and subscription services.

Second on the list is Apple with a brand value of $612 billion. Apple wasn’t completely immune to the impacts of COVID-19—in the early days of the pandemic, its stock dipped almost 19% from record highs—but the company recovered and reported record-breaking revenue, generating $64.7 billion in Q4 2020.

It’s fitting that the top brands on the list are big tech companies since the pandemic pushed consumers online for both their shopping and entertainment needs. A few social media platforms placed high on the list as well, like Facebook, which rose two ranks this year to score the sixth spot with a brand value of $227 billion.

榜单上的顶级品牌都是大型科技公司，这是合理的，因为疫情促使消费者在线购物和娱乐需求。一些社交媒体平台也在榜单上名列前茅，比如Facebook，今年上升了两名，以2270亿美元的品牌价值排名第六。

Instagram and TikTok trailed behind Facebook when it came to total brand value, but both platforms saw exceptional growth compared to last year’s report. In fact, when looking at brand value growth from 2020, both brands scored a spot in the top 10.

Instagram和TikTok的品牌总价值落后于Facebook，但与去年的报告相比，这两个平台都实现了惊人的增长。事实上，从2020年起的品牌价值增长来看，这两个品牌都进入了前10名。

Insights into Brand Value Growth 洞察品牌价值增长

The most valuable brand report has been ranking companies for over a decade, and some overarching factors have stood out as key contributors to brand value growth:

十多年来，最具价值品牌报告一直在对企业进行排名，一些重要因素成为品牌价值增长的关键贡献者:

1. The Big Get Bigger 大的变得更大

Starting “strong” can give brands an edge. This is because growth rate is closely correlated with high brand equity. In other words, a strong brand will likely see more growth than a weaker brand, which might explain why companies like Amazon and Apple have been able to hold their place at the top for several consecutive years.

以“强势”开始可以给品牌带来优势。这是因为增长率与高品牌资产密切相关。换句话说，一个强大的品牌可能会比一个疲软的品牌有更多的增长，这或许可以解释为什么像亚马逊和苹果这样的公司能够连续几年保持在榜首。

Keep in mind, this doesn’t account for industry disruptors. An innovative company could come out of the woodwork next year and give the Big Tech giants a run for their money.

请记住，这并没有考虑到行业颠覆者。明年，一家创新公司可能会突然冒出来，给大型科技巨头带来一场资金上的竞争。

2. Marketing Makes a Difference 市场营销的作用

The right strategy can make a difference, and even smaller brands can make a splash if the message is impactful. Brands with emotional associations, like pride or popularity, tend to see that translate into brand value growth.

正确的策略可以带来不同，如果信息具有影响力，即使是较小的品牌也可以引起轰动。拥有情感关联的品牌，比如骄傲或受欢迎程度，往往会将其转化为品牌价值的增长。

Companies like Nike and Coca-Cola have mastered the art of emotional advertising. For instance, in May last year, Nike released a video urging consumers to stand up for equality, in a video titled, “For Once, Just Don’t Do It.”

像耐克和可口可乐这样的公司已经掌握了情感广告的艺术。例如，去年5月，耐克发布了一段视频，呼吁消费者为平等挺身而出，视频的标题是“就这一次，不要这么做。”

3. Smart Investment 聪明的投资

It’s not just about developing an effective marketing strategy, it’s about executing that strategy, and continually investing in ways that perpetuate your brand message.

这不仅仅是开发一个有效的营销策略，而是执行这个策略，并持续投资于使你的品牌信息永存的方式。

For instance, innovation is the core value of Tesla’s brand, and the electric car company walks the walk—in 2020, the company spent $1.5 billion on R&D.

例如，创新是特斯拉品牌的核心价值，而这家电动汽车公司将在2020年步入正轨，该公司在研发上投入了15亿美元。