由世界品牌实验室(World Brand Lab)主办的“亚洲品牌大会”于9月23日在上海召开。会上发布了2021年《亚洲品牌500强》排行榜。这是世界品牌实验室第十六次对亚洲品牌的影响力进行的测评, 共有19个国家和地区的500个品牌入选，ESG（环境、社会和治理）评分首次被纳入亚洲品牌评价体系。丰田汽车、国家电网、工商银行名列前三，占据榜单前十名的还有海尔、腾讯、三星、索尼、本田、中国人寿和华为。中国、日本和韩国是入选品牌最多的三个国家。哈佛大学商学院营销系主任伊利·欧菲克(Elie Ofek)、欧洲工商管理学院学术院长齐夫·卡门(Ziv Carmon)参加了会议并发表了主题演讲。［见附表一］

The Asia Brand Summit was held in Shanghai on September 23 by World Brand Lab. The "Asia’s Most Influential Brands of 2021" list was released at the summit. This is the 16th time that World Brand Lab has evaluated the influence of Asian brands. A total of 500 brands from 19 countries and regions were selected. ESG, which stands for Environment, Social and Governance, has been included in the evaluation system for the first time. Toyota, State Grid and ICBC are listed as the top three. Further, Haier, Tencent, Samsung, Sony, Honda, China Life and Huawei are also listed in the top ten. China, Japan and South Korea are the three countries with the most selected brands. Elie Ofek, professor at Harvard Business School, and Ziv Carmon, professor at INSEAD, attended the summit and delivered a keynote speech.[See table 1.]

《亚洲品牌500强》的评判标准是品牌的亚洲影响力，品牌影响力是指品牌开拓市场、占领市场、并获得利润的能力。世界品牌实验室评价亚洲品牌影响力的基本指标包括市场占有率(Market Share)、品牌忠诚度(Brand Loyalty)和亚洲领导力(Asian Leadership)。在亚洲领导力中，首次参照了权威分析公司超级财经(Superfinance)的ESG（环境、社会和治理）评分。此次亚洲品牌500强共有19个国家和地区的品牌入选，中国（包含港澳台）入选的品牌共计212个，占整个亚洲品牌500强的42.4%，位居第一，其中中国大陆入榜品牌有166个；日本有134个品牌入选，占亚洲品牌500强的26.8%，位居第二；位居第三的是韩国，入选50个品牌。［见附表二］

The selection criterion forthe listwas the brand’s Asian influence, which refers to the brand's ability to explore and occupy the market and make profits. The basic indicators used by World Brand Lab to evaluate the influence of Asian brands included market share, brand loyalty and global leadership. ESG rating scores from leading financial analysis firm SuperFinance were referenced for the first time when evaluating Global Leadership. Brands from 19 countries and regions were selected in the list. China (including Hong Kong, Macao and Taiwan) has 212 brands, accounting for 42.4% of the top 500 positions and, thus, ranking first among all countries; mainland China has 166 brands. Japan has 134 brands selected, accounting for 26.8% of the top 500 positions, ranking second.The third is South Korea, with 50 brands selected. [See Table 2.]

面对新冠疫情造成的经济停滞，各行各业都受到不同程度的冲击。与去年相比，信息技术、食品饮料、石油化工、多元化等行业入选数量有所上升，而传媒、电子电器、汽车、零售等行业数量均出现下滑。本年度《亚洲品牌500强》排行榜中，共有来自金融、传媒、信息技术、食品饮料、电子电器、零售、汽车和石油化工等在内的41个相关行业的品牌入选。其中金融是入选品牌最多的行业，共有62个品牌入选，占总入选品牌数的12.4%。入选数量位居第二到第五的行业分别是信息技术(48个)、传媒(47个)、食品饮料(45个)、电子电器(25个)。其中表现出色的中国品牌有海尔、五粮液、南方电网、小米、北大荒、青岛啤酒、圣象、恒力、盛虹、国贸控股、飞鹤、九牧厨卫、双星轮胎等。世界品牌实验室分析认为，与美国相比，亚洲各国的科技品牌相对较弱。［见附表三］

Faced with economic stagnation caused by COVID-19, all industries have been affected to varying degrees. Compared to last year, the number of brands in industries including information technology, food and beverage, petrochemicals and diversified industry have increased, while brands in industries such as media, electronics, automotive and retail havealldemonstrated worse performances. In this year’s ”Asia’s 500 Most Influential Brands” list, a total of 41 industries have been covered, including financial services, media, information technology, food and beverage, electronics, retail, automotive and petrochemicals and the like. Among them, financial service is the industry with the most selected brands. A total of 62 financial brands were selected, accounting for 12.4% of the total number. The industries that ranked second to fifth in number are information technology (48), media (47), food and beverages (45) and electronics (25), respectively. Some Chinese brands with outstanding performance include Haier, Wuliangye, China Southern Power Grid, Beidahuang, Tsingtao Brewery, Dekor, Hengli, Shenghong, FIRMUS, JOMOO, Double Star Tire and so on. According to the analysis of World Brand Lab, compared tothe United States, the technology brands in Asian countries are relatively weaker. [See Table 3.]

对亚洲市场内部而言，各国国民的消费忠诚相去甚远。日本消费者的国民品牌忠诚度依然最高，高达80%；韩国排名第二，忠诚度达70%；中国大陆相比以往，忠诚度有所提高，达到61%，排名第三。［见附表四］随着后疫情时代的到来，越来越多的人认识到食物选择与自然生态环境间的关系，消费者对健康、绿色低碳的需求大大提高，这很大程度上影响了亚洲食品饮料行业未来的消费偏好。在《亚洲品牌500强》排行榜中，茅台、五粮液、青岛啤酒位列食品饮料行业前三名，这几个品牌已具有较大的世界影响力。今年新上榜的品牌有39个，而食品饮料行业就占据了4个。

As far as the Asian market is concerned, the consumer loyalty of national brands varies in different countries. Japanese consumers still have the highest national brand loyalty—as high as 80%; South Korea ranks second, with a 70% loyalty score; and compared to the past, brand loyalty in China has increased to 61%, ranking third amongall countries. [See Table 4.] With the advent of the post-pandemic era, more and more people are recognizing the relationship between food choices and natural ecology. Consumer demand is soaring for healthy, green food with a low-carbon footprint, which will significantly influence future consumption preferences in the Asian food and beverage industry. On “Asia’s 500 Most Influential Brands of 2021” list, Moutai, Wuliangye, and Tsingtao Brewery rank among the top three in the food and beverage industry, and these brands already have a strong global influence. This year has 38 new brands on the list, four of which are in the food and beverage industry.

今年的“亚洲品牌大会”主题是“亚洲品牌如何培养全球领导力”。参与发布会的欧洲工商管理学院教授齐夫·卡门（Ziv Carmon）认为, 从消费者心理的角度来看，拥有客户洞察力对于提升亚洲品牌的影响力至关重要。这可以让品牌更好地了解消费者的想法，并根据此建立更有效的品牌推广活动。而对于有效的品牌推广，有两点需要注意：首先，一个有效的品牌推广除了理性的功能上的帮助外，还会给客户传递情感上的帮助；其次，采用有效的品牌推广不仅仅提升了其市场占有率、客户忠诚度、支付意愿，更重要的是提升了客户体验，从而帮助品牌获得更大的影响力。

The theme of this year's Asia Brand Summit was”How Asian Brands Cultivate Global Leadership”. Ziv Carmon, a professor at INSEAD who participated in the conference, believes that from the perspective of consumer psychology, in order to improve the global influence of Asian brands, it is crucial to have deep customer insight, which would allow brands to better understand what consumers think and build a better, more effective branding campaign. There are two ideas related to effective branding: Firstly, a good, effective branding will deliver emotional benefits additional to rational and functional onesto customers; secondly, using effective branding will improve market share, customer loyalty and willingness to pay, and more importantly, it will improve customer experience and, thus, help the brand to gain a higher influence.

来自哈佛大学商学院市场营销系教授伊利·欧菲克(Elie Ofek)认为，品牌在公司产品和消费者之间建立了纽带，从而影响了消费者对于企业的认知、和企业之间的联系以及对于企业形象的回响。品牌能做到这些，正是因为品牌在整个消费流程中扮演着决定性的作用，而这样的作用对于亚洲品牌走向全球来说至关重要。亚洲品牌要提升品牌的全球影响力，需要进行对市场的深度挖掘，发现潜在的市场空间，从而能够为品牌进行正确的定位。品牌还需要在差异化、参与感以及可靠性方面做足文章。

Elie Ofek, a professor in the Department of Marketing at Harvard Business School, believes that a brand creates a bond between a company's products and consumers, thus influencing the consumers’ perception of the company, their connection to the company and the resonance. The brand plays a pivotal role in the overall customer journey, and such a role is crucial for Asian brands to go global. To increase the global influence, Asian brands need to dig deeper into the market and identify potential market gaps to position the brands properly. The brands also need to be built as different, relevant and credible to make global impressions.

世界经理人集团首席执行官和世界品牌实验室专家组成员丁海森认为，虽然丰田、三星、索尼等亚洲品牌已经具有长期的全球影响力。但是和美国的超级品牌相比，亚洲品牌领导力还有提升空间。高盛(Goldman Sachs)、迪士尼(Disney)、波音(Boeing)等公司，不仅提供卓越的商品和服务, 甚至还输出领导人。他们的经理人都有能力独当一面经营别家公司，这是企业创造的一种声誉，也很能满足消费者与投资人的期望。拥有领导力品牌声誉的公司，让人相信他们的每一位员工和经理人都会确实履行公司的承诺。

Haisen Ding, founder of the World Executive Group and CEO of the World Brand Lab, believes that although Asian brands such as Toyota, Samsung and Sony have long-term global influence, when compared toAmerican super brands, there is still room for improvement in Asian brand leadership. Companies such as Goldman Sachs, Disney and Boeing not only provide excellent goods and services but also export leaders. Their executives have the ability to run other companies on their own. This is the kind of reputation created by such companies, and it can,thus,meet the expectations of consumers and investors. Companies with a reputation for leadership brands make people believe that each of their employees and managers will indeed fulfill the company's promises.

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，现任主席为牛津大学教授斯蒂芬·沃格(Steve Woolgar)。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。《亚洲品牌500强》从2006年开始每年发布一次。

World Brand Lab, wholly owned by the leading strategic consulting and business communication company World Executive Group, is an international brand value research institution, founded on the initiative of and first chaired by Professor Robert Mundell, the winner of the 1999 Nobel Prize in Economics. The current chair is Professor Steve Woolgar from The University of Oxford.World Brand Lab comprises experts and consultants from Harvard University, Yale University, MIT, the University of Oxford and the University of Cambridge. Their significant research findings have been applied by many enterprises as important references for intangible asset evaluation in mergers and acquisitions (M&A) processes. The “Asia’s 500 Most Influential Brands” list has been released annually since 2006.