英图博略（Interbrand）：2022年全球最佳品牌百强榜报告（中译版）（25页）.pdf

1、Best Global Brand 2022 Report 3IntroductionTheres little denying,we are living through a renaissance,a period in time when our understanding of the world shifts.Change is perpetual;its the modus operandi in which we must build and manage brands todaythe macro level context in which business exists.H

2、umanity will advance more in the next fifty years than it has in all of historya shift driven largely by technology.This acceleration will fundamentally shift how we engage with each other,with business,and with the world at large.Renowned business thinker and leadership scholar Prof.Rita McGratharg

3、ues:Big inflection moments change the recipe for success.”Over the past 30 years,we have conducted thousands of brand valuation exercises,underpinned by our proprietary Brand Strength framework,to help businesses create roadmaps to stronger growth.This year,against a backdrop of increased economic u

4、ncertainty,the cumulative value of the worlds 100 Best Global Brands surpasses$3 trillion for the first timeup 16%year on year;proof that strong brands have greater resilience in tough times.Are the worlds most valuable brands impervious to risk?No.The average age of the top 5 brands in our ranking

5、is just 39.6 years vs an average of 110 years across all 100 brands.Competition is fierce,and the speed at which the worlds most relevant businesses can scale is unprecedented.So too is the risk.In the two decades since we launched Best Global Brands,only 36 companies have remained in our Top 100 Ta

6、ble.More than 140 have dropped off in the intervening years,including staple brands such as Nokia,AOL,Yahoo!and MTV(once such a significant presence in so many of our lives).But in a world where change is the norm,what is the inflection point?And more importantly,what does the new recipe for success