On Dec 21, 2017, the World Brand Lab released “the World’s 500 Most Influential Brands” (14th edition) list for the year 2017 in New York. Google ranked top in the list. Apple relegated to second place and Amazon continued to maintain its third place. 233 US brands were in the list, indicating US’s first place with strong power of brands. China had only 37 selected brands, which did not match the status of its second largest economy in the world. Some of the listed Chinese best-performing brands are State Grid, Tencent, Haier, Huawei, CEFC China Energy, Tsingtao Brewery and Wuliangye.  


Based on brand’s global influence, the ranking list of the "the World’s 500 Most Influential Brands" has been released for 14 consecutive years. Brand Influence refers to ability of brand to open up the market, capture the market and earn profit. According to three key indicators of brand influence, namely Market Share, Brand Loyalty and Global Leadership, World Brand Lab scored more than 20,000 famous brands around the world and eventually launched the world's most influential 500 brands.

The World’s 500 Most Influential Brands list includes brands from 28 countries. From the nation distribution of the brands, the United States occupies 233 out of the top 500, keeping its brand superpower. The traditional European powers France and UK have 40 and 39 brands, respectively, ranking second and third places. Japan, China, Germany, Switzerland and Italy are the second camps for brand powerhouses with 38, 37, 26, 21 and 14 selected brands respectively. Thus, despite the economic downturn in Europe, the super-brands in Europe and the United States seem to be firm. Although 37 brands are selected in China, Chinese brands are clearly still in the "third world" as it owns 1.3 billion populations and is the second largest economy in the world.

A total of 38 brands are newly listed this year, and these brands are scattered in various industries. Among them, there are 24 brands from the United States, the rest from China (3), Switzerland (3), and Japan (2) and so on. As a powerful country in brands, the United States has leaders in all industries. The newly listed brand Dell, one of the largest PC manufacturers, has taken a turnaround since the transition in 2013. Kia Motors from South Korea and Tokio Marine from Japan are also included in the list. The newly listed China Southern Power Grid, CRRC (high speed train maker) and Wuliangye from China have all been well-known worldwide.

According to Miguel Villas-Boas, professor at the Haas School of Business at the University of California, Berkeley, in view of the small number of selected Chinese brands: "In the past, the naming, pricing and image design of Chinese brands were not sufficiently internationalized. In the future, with the global popularization of mobile networks and social media, Chinese brands will have easy access to end-users in all countries and rapidly narrow the gap with world brands. “According to Professor John Deighton of Harvard Business School, "Chinese brands are not well established in the US and Europe first-tier markets, but their brand strategies have been successful in second-tier markets such as Africa, South America and South Asia. For example, in Africa, the sales volume of Chinese branded phones exceeds those of Apple and Samsung. "

Since 2003, World Brand Lab has been tracking more than 40,000 major brands in 50 countries in the world and has established the largest world brand database. World Brand Lab is the world's leading brand consulting, research and evaluation agency. 1999 Nobel Prize-winning economist Robert Mundell serves as the president of World Brand Lab, which is a wholly owned subsidiary of the world-leading strategy consulting company World Executive Group (icxo.com). World Brand Lab is comprised of experts and consultants from Harvard University, Yale University, Massachusetts Institute of Technology, Oxford University and University of Cambridge. Their significant research findings have been applied by many enterprises as important references of intangible asset evaluation in mergers and acquisitions (M&A) processes.

(Adapted from IPRdaily)

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World Brand Lab Releases “the World’s 500 Most Influential Brands” for 2017