由世界品牌实验室(World Brand Lab)主办的(第二十届)“世界品牌大会”于6月15日在北京举行，会上发布了2023年《中国500最具价值品牌》分析报告。在这份基于财务数据、品牌强度和消费者行为分析的年度报告中，国家电网以6268.71亿元的品牌价值荣登本年度最具价值品牌榜首。占据榜单前五名的还有中国工商银行（5516.92亿元）、海尔（5123.06亿元）、中国石油（4877.52亿元）、中国人寿（4855.67亿元），这些品牌已经迈进世界级品牌阵营。来自哈佛、耶鲁、牛津、斯坦福、加州伯克利的管理大师们出席了“世界品牌大会”并做主题演讲，围绕“人工智能（AI）和Web3.0：品牌全新疆界”的大会主题与现场嘉宾互动研讨。

World Brand Lab has exclusively published the 20th edition of the '2023 China's 500 Most Valuable Brands' list, which was officially unveiled on June 15, 2023 in Beijing. This annual report, which examined financial data, brand strength, and consumer behavior, has ranked State Grid as the most valuable brand, with an estimated value of 626.87 billion RMB. State Grid is joined in the top five by Industrial and Commercial Bank of China (valued at 551.62 billion RMB), Haier (valued at 512.31 billion RMB), PetroChina (valued at 487.75 billion RMB), and China Life (valued at 485.57 billion RMB), all of which have achieved world-class brand status. Distinguished management experts from prestigious institutions like Harvard, Yale, Oxford, Stanford, and UC Berkeley attended the World Brand Summit, where they delivered speeches and interacted with guests on the subject of Global Branding in the Age of AI and Web 3.0: Pushing the Boundaries.

2023年《中国500最具价值品牌》的总价值为343311.81亿元，比去年增加33583.74亿元，增加幅度为10.84%。世界品牌实验室学术委员会主席、牛津大学(Oxford)营销学荣誉教授斯蒂芬·沃格(Steve Woolgar) 博士表示:“品牌是一个国家的形象，我希望世界上更多的人能够通过中国品牌了解中国的故事。在过去的20年中，我目睹了中国品牌的快速成长，有的已经具有强大的世界影响力，这些品牌包括国家电网、海尔、中国人寿、中化、华润、中国南方电网、中国华电、五粮液、青岛啤酒、北大荒、徐工集团、通威、波司登、飞鹤、圣象、河钢、恒力、双星、九牧、协鑫等。”世界品牌实验室编制中国品牌报告已是第20个年头，2004年入选门槛仅为5亿元，前500名品牌的平均价值为49.43亿元。20年以后的2023年，入选门槛已经提高到35.27亿元，而前500名品牌的平均价值高达686.62亿元，增加幅度为1289.08%。本年度共有72个中国品牌的价值超过1000亿，比去年增加了3个。

In 2023, China's 500 Most Valuable Brands reached a total value of 34,331.18 billion RMB, marking an increase of 3,358.37 billion RMB (10.84%) over the previous year. Dr. Steve Woolgar, Chairman of the World Brand Lab and Emeritus Professor of Marketing at the University of Oxford, remarked, "Brands offer a window into a country's image. I hope more people around the world can learn about China's story through its brands. Over the past two decades, I've witnessed the swift growth of Chinese brands, many of which have already attained significant global influence. Such brands include State Grid, Haier, China Life, Sinochem Group, China Resources, China Southern Power Grid, China Huadian Corporation, Wuliangye, Tsingtao Brewery, Beidahuang Group, XCMG, Tongwei, Bosideng, Feihe, Power Dekor, Hengli, DoubleStar, JOMOO, and GCL, to name a few." This marks the 20th year since World Brand Lab produced its Chinese brand report, with the minimum entry threshold increasing from 500 million RMB in 2004 to 3.53 billion RMB in 2023, while the average value of the top 500 brands grew from 4.94 billion RMB to over 68.66 billion RMB, an increase of 1289.08%. This year, a total of 72 Chinese brands were worth more than 100 billion RMB—a 3-brand increase relative to the prior year's count.

据世界品牌实验室的专家组分析，一个区域的竞争实力，主要取决于其比较优势，而品牌效益直接影响着地区比较优势的形成和发展。品牌是一个地区发展的重要标志，品牌带动区域经济的增长，区域经济的发展又促进当地品牌的成长。从本届《中国500最具价值品牌》区域分布来看，北京有87个品牌入选，名列第一，主要原因是赢利能力强的央企总部集中在北京；广东和山东分别有84个和45个品牌入选，位居第二和第三。根据入选品牌影响力范围大小，可按照全国性、世界性品牌进行划分。榜单中具有全国范围影响力的品牌有437个，占87.40%；具有世界性影响力的品牌数为63个，占12.60%，比去年略有增加。

Based on analysis by World Brand Lab, the competitive strength of a region is primarily dependent on its comparative advantages, with brand benefits directly impacting the formation and development of such advantages. Brands serve as a symbol of regional development and drive economic growth, thus promoting the rise of local brands. The regional distribution of this year's "China's 500 Most Valuable Brands" report ranks Beijing first with 87 brands selected, mostly due to its headquarters of central enterprises having strong profitability. Guangdong and Shandong follow closely with 84 and 45 brands respectively, positioning them in second and third place. Brands listed may be divided into national and global brands according to their scope of influence, with 437 brands having national influence, accounting for 87.40% of the listed 500 brands, and 63 brands boasting global influence, which represents a slight increase from last year.

本年度《中国500最具价值品牌》排行榜中，共有来自食品饮料、轻工业、建材、传媒、纺织服装、医药、机械等在内的25个相关行业的品牌入选。其中食品饮料业依然是入选品牌最多的行业，共有83个品牌入选，占总入选品牌数的16.60%；入选数量位居第二到第五的行业分别是轻工(45个)、建材(39个)、通信电子IT（36个）、传媒(31个)。在衡量品牌的忠诚度时，世界品牌实验室参考了我信品牌(iTrust Rating)的评级数据；在衡量品牌的领导力特别是ESG(环境、社会和治理)评分时，参考了超级财经(SuperFinance)的ESG数据库。同时还借用了低碳国际(Carboncare International)对品牌企业碳排放的计量，以推动品牌添加“碳排放评分”标签。由此可见，ESG评分低或者环境与气候不友好的企业或行业，其品牌价值相对较低，譬如烟草行业。

The "China's 500 Most Valuable Brands" list for this year includes brands from a diverse array of 25 industries, ranging from food and beverage, light industry, and construction materials to media, textiles and apparel, medicine, and machinery. The food and beverage industry remains the sector with the most brands on the list, comprising 83 brands and representing 16.60% of the total. Rounding out the list of top industries are light industry (45), construction materials (39), information technology (36), and media (31), all in descending order. In measuring brand loyalty, the World Brand Lab utilized iTrust Rating's brand database and SuperFinance's ESG database to gauge brand leadership. Additionally, Carboncare International's measurements of branded companies' carbon emissions were incorporated to introduce a "carbon score" label. This underscores that companies or industries with low ESG scores or a lack of environmental and climate-friendly initiatives have comparatively lower brand value, as exemplified by the tobacco industry.

今年的“世界品牌大会”主题是“人工智能（AI）和Web3.0：品牌全新疆界”。来自哈佛商学院(Harvard)营销学教授伊利·欧菲克（Elie Ofek）博士指出，品牌重塑的主要原因是环境变化，这种变化可能来自于消费者、竞争者、公司自身经营状况、合作伙伴以及市场环境等等。人工智能显然是品牌重塑的重大契机。未来的企业家，必须深入探讨品牌管理是如何通过使用机器学习和人工智能进行转变的。特别是，需要探讨核心营销流程，如客户关系管理，如何从人工智能工具中获益，以实现更快、更便宜和更有效的结果。人工智能不仅仅是提高效率和生产力，而是作为一种强大的技术，可以帮助塑造公司的品牌形象，并与客户建立持久的关系。我们需要提出一个框架，来组织人工智能在品牌管理中发挥的各种作用。来自不同行业的公司，应该采用不同的框架。

According to Dr. Elie Ofek, a marketing professor at Harvard Business School, rebranding is frequently triggered by environmental shifts, which can stem from various sources such as customers, market conditions, partners, and competitors. The emergence of artificial intelligence has introduced novel and significant prospects for rebranding. It will be crucial for future entrepreneurs to delve into the ways in which brand management is being reshaped by intelligent technologies like machine learning and AI. In particular, marketers should seek to leverage AI tools to improve core processes like customer relationship management and the customer journey, yielding faster, cheaper, and more effective outcomes than traditional methods. AI represents more than just a platform for boosting efficiency—the technology can shape a company's brand identity and help to solidify long-lasting customer relationships. The creation of an organized framework that identifies and locates the many roles AI can play in brand management is vital to the success of modern businesses in diverse industries.

来自斯坦福大学商学院（Stanford）营销学教授詹妮弗·艾克(Jennifer Aaker)博士指出，今天的大多数技术都是为了产生短期的幸福。但人工智能应该被用在更深层次上提高我们的意义感，而不是表面上的幸福。展望未来，重要的是要问一些问题，包括如何建立能够加强人们信任的人工智能？如何为人工智能注入培养人类尊严、成长、好奇心、智慧和同理心的价值观？加州大学伯克利分校哈斯商学院 (UC Berkeley)荣誉教授大卫·艾克(David A. Aaker) 博士认为，人工智能在品牌营销中扮演着重要角色。第一，人工智能为公司和雇员、客户和其他利益相关方的联系中提供了更加个性化的交流；第二，人工智能依赖的数据和软件是动态的，品牌需要拥有能够了解和解决黑箱的专业能力；第三，战略和品牌的基本原理在人工智能时代依然适用。

According to Dr. Jennifer Aaker, a professor of marketing at the Stanford Graduate School of Business, most of today's technology is focused on generating short-term happiness. However, she believes that AI should be harnessed to enhance our sense of meaning on a deeper level, rather than just superficial satisfaction. To achieve this, we need to ask crucial questions about what it means to be human, how to build AI that fosters trust, and how to instill values like human dignity, growth, curiosity, wisdom, and empathy. Meanwhile, Dr. David A. Aaker, an emeritus professor at the Haas School of Business at the University of California, Berkeley, acknowledges the critical role of AI in corporate marketing and branding. He emphasizes that AI enables more personalized interactions with stakeholders, but brands must also possess the necessary expertise to decipher and address the complexities of data-driven software. Ultimately, even in the age of AI, the underlying principles of strategy and branding remain paramount.

来自耶鲁大学(Yale)管理学院管理和营销学教授莱维·多尔(Ravi Dhar)博士指出，品牌战略会通过四种不同的方式受到元宇宙的影响。首先，品牌可以加强用户体验和推荐，以提高品牌信任度和知名度；第二，品牌可以与关键的创作者和影响者合作，让他们与品牌受众产生共鸣；第三，品牌可以创造与品牌承诺一致的虚拟体验；最后，品牌可以通过虚拟商品提供价值。在AI不断发展的同时，品牌也在花费更多的时间、精力和金钱来对抗新兴的虚假信息威胁。从根本上说，品牌所面临的挑战是，虚假信息发生的规模、范围和速度将随着人工智能的发展而迅速增加。而品牌需要考虑采取什么立场，以及如何做才能避免更坏的结果。

Dr. Ravi Dhar, a professor of management and marketing at the Yale School of Management, highlights that the metaverse can impact brand strategy in four key ways. First, brands can leverage user experiences and testimonials to build trust and awareness. Second, brands can partner with creators and influencers who align with their target audience. Third, brands can create virtual experiences that deliver on their promises. Finally, brands can offer value through virtual goods. As the use of AI-powered tools like ChatGPT continues to grow, brands must also confront the challenge of disinformation. The scale, scope, and speed of disinformation is likely to increase exponentially with AI, and brands need to carefully consider how to respond to avoid negative outcomes.

世界经理人集团和世界品牌实验室首席执行官、牛津大学丁海森博士说，人工智能和Web3.0，正在以指数级的速度颠覆品牌建设。无论是中国品牌还是外国品牌，无论是新贵品牌还是传统品牌，再次站在统一起跑线上。面对Web3.0这样“文艺复兴”式的伟大时代，品牌如果能抓住新科技革命的机遇，在这个全新疆界找到创新突破口，就能拥有拔尖领先的力量与韧性。人工智能通过提供强大的新工具和洞察力，正在彻底改变公司对待品牌建设和营销的方式。譬如，人工智能算法可以分析大量的客户数据，也可以使用预测分析法来识别客户行为的模式和趋势，以创建适合个别客户的个性化营销信息和促销活动。斯蒂芬·沃格（Steve Woolgar）教授最后总结到，品牌需要制定长期的人工智能战略，找到与消费者有效连接的方法，建立推动忠诚度和销售的情感纽带。

Dr. Haisen Ding, CEO of World Executive Group and World Brand Lab, observes that the exponential growth of artificial intelligence and Web 3.0 is disrupting brand building practices around the world. This unprecedented era of technological upheaval offers both Chinese and foreign brands, regardless of their size or status, an equal opportunity to innovate and thrive. By harnessing the power of AI, companies can revolutionize their approach to brand building and marketing. For instance, AI algorithms can analyze massive amounts of customer data, predict patterns and trends in consumer behavior, and create highly personalized marketing messages and promotions tailored to individual customers. According to Professor Steve Woolgar, a long-term AI strategy is crucial for brands seeking to forge deep emotional connections with their consumers and foster brand loyalty and growth.

世界品牌实验室(World Brand Lab)是一家国际化的品牌价值研究机构，全资附属于世界领先的数字技术和战略咨询公司——世界经理人集团，由1999年诺贝尔经济学奖得主罗伯特·蒙代尔(Robert Mundell）教授倡议创建并担任首任主席。世界品牌实验室的专家和顾问来自哈佛大学、耶鲁大学、麻省理工学院、哥伦比亚大学、牛津大学、剑桥大学、欧洲工商管理学院等世界顶级学府，其研究成果已经成为许多企业并购过程中无形资产评估的重要依据。连续二十年发布的《中国500最具价值品牌》，采用“收益现值法”对品牌价值进行测评。这是基于经济适用法，综合了消费者研究、竞争分析以及对企业未来收入的预测。

World Brand Lab is an internationally recognized brand value research institute that is wholly owned by World Executive Group, a leading digital business and strategy consulting firm. Co-founded on the initiative of Nobel Laureate Robert Mundell, who served as its first chairman, the institute is staffed by experts and consultants from top universities such as Harvard, Yale, MIT, Columbia, Oxford, Cambridge, and INSEAD. Its research results are widely used to evaluate intangible assets during mergers and acquisitions. For the past 20 years, World Brand Lab has published the "China's 500 Most Valuable Brands" list, which uses the present earning value method to measure brand value. This method integrates consumer research, competitive analysis, and projections of future revenues, and has become a trusted benchmark in the industry.