总第 053期 2011年 5月

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道琼斯全球资讯数据库精选Apple becomes the world’s most valuable brand

Apple has overtaken Google to become the world’s most valuable brand with an estimated brand value of more than $153bn, according to rankings published today. For the past four years, Google has dominated the BrandZ Top 100 ranking of the most valuable brands compiled by Millward Brown, a subsidiary of advertising group WPP.

The ranking covers everything from cars to clothing and banks to telecoms providers. Thanks to the success of the iPad tablet and iPhone mobile, Apple’s brand value has surged in the past year to overtake that of the search engine company. Apple has increased its brand value by $137bn, or 859 per cent since 2006, when the BrandZ rankings were launched. That compares with a stock market capitalisation of $319.4bn, which is nearly five times higher than in 2006.Google’s market capitalisation is $172.4bn.

The BrandZ index calculates brand value on a number of factors, including an estimate of the brand’s contribution to earnings, valuation of intangible assets, measures of customer perception and an estimate of growth potential.

Peter Walshe, global BrandZ director at Millward Brown, said Apple’s success reflected the fact that its products were desired by consumers and seen by companies as useful.

The rankings are dominated by technology companies, with six of the top 10 places occupied by Apple, Google, IBM, Microsoft, AT&T and China Mobile.

苹果成全球最有价值品牌 超越谷歌

•根据今天发布的排名，苹果 (Apple) 已经超越谷歌 (Google) 成为全球最具价值品牌，品牌价值据估算超过 1530 亿美元。

•过去 4 年，谷歌一直占据着 BrandZ 全球最具价值品牌 100 强排行榜的榜首。该榜单由广告集团 WPP 子公司华通明略 (Millward Brown) 编制。

•榜单涵盖了从汽车到服装，从银行到电信提供商的所有领域。得益于平板电脑 iPad 和智能手机 iPhone 的成功，苹果的品牌价值在过去一年迅速飙升，超过了搜索引擎公司谷歌。自 2006 年 BrandZ 榜单推出以来，苹果的品牌价值增加了 1370 亿美元，涨幅达 859% 。该公司市值达到3194 亿美元，接近于 2006 年的 6 倍。谷歌的市值为 1724 亿美元。

•BrandZ 榜单根据多重因素计算品牌价值，包括品牌对企业利润的贡献、无形资产估值、顾客印象度量、以及对增长潜力的估算。

华通明略 BrandZ 全球总监彼得•沃尔什 (Peter Walshe) 表示，苹果的成功反映出其产品为消费者所渴求，且被企业视为有用。

•BrandZ 全球品牌 100 强榜单被科技公司主导，前十名中有 6 家科技公司，分别是苹果、谷歌、 IBM 、微软 (Microsoft) 、美国电话电报公司(AT&T) 以及中国移动 (China Mobile) 。

DOWJONES EDUCATION

总第 053期 2011年 5月

如需更多精彩内容或订阅 , 请登陆 :uni.xinhuaonline.com联系方式：北京朝阳区东大桥路 8 号尚都国际 502 室（ 100020 ） 联系电话： 010-58700900

DOWJONES EDUCATION道琼斯全球资讯数据库精选

Another recession, another procession

Whether by curious coincidence or conspiracy, Prince William’s wedding, like those of Prince Charles and the Queen before him, will happen during a year of historic austerity.

•When the Queen married Prince Philip in November 1947, the country was experiencing its worst year of postwar belt-tightening and sharp questions were asked about the appropriateness and cost of the ceremony.

•While the sepia-tinted version of history suggests a mood of unalloyed national delight, the reality for many was different. “I think it’s a damn waste of money,” one lower middle-class woman told the Mass-Observation survey. “I don’t see why she should have everything when there are so many who have to make do with makeshift weddings.”

•A group of Labour MPs protested at the extravagance, and Clement Attlee, the Labour PM, had to write to the palace to ask about the allegedly unpatriotic origins of the “Lyons silk” used in the wedding dress. The palace replied that while the silk worms were Chinese, the silk was woven in Scotland and Kent, according to Robert Lacey’s biography of the Queen. Norman Hartnell, who designed the dress, later insisted that while some of the silkworms were Chinese, they were nationalist rather than communist.

•Prince Charles meanwhile wed Diana only a couple of months after the Brixton riots, and in a year when Margaret Thatcher’s government had raised taxes and interest rates in the depths of a recession.

经济衰退与皇室婚礼

•不知道是巧合还是阴谋，威廉王子 (Prince William) 的婚礼与查尔斯王子(Prince Charles) 以及之前伊丽莎白二世的婚礼一样，都发生在历史性财政紧缩的年份。

•1947 年 11月，伊丽莎白二世与菲利普亲王 (Prince Philip) 大婚之时，英国正在经历战后裤腰带勒得最紧的一年，人们对举行婚礼庆典是否恰当以及所耗费用提出了许多尖锐的问题。

•尽管泛黄的老照片所展示出的历史，表明当时英国全国上下一片欢欣鼓舞，但对许多人来说，事实却有所不同。“我觉得那纯粹是浪费钱，”一位下层中产阶级妇女接受Mass-Observation调查时表示。“我不明白为什么她就得应有尽有，而其他许多人都不得不婚礼从简。”

•一群工党下院议员对婚礼的铺张提出了抗议。时任首相的工党人士克莱门特•艾德礼 (Clement Attlee) 被迫致函白金汉宫，询问婚纱上使用的“里昂丝绸”——据称这些丝绸的来源有违爱国主义精神。根据罗伯特•莱西(Robert Lacey)撰写的女王传记，白金汉宫的回复是，尽管吐丝的蚕来自中国，但丝绸是在苏格兰和肯特郡纺成的。而婚纱的设计者诺曼•哈特奈尔(Norman Hartnell)后来也强调称，尽管有些桑蚕来自中国，但它们都是民族主义者，而不是共产主义者。

•而在查尔斯王子与戴安娜王妃 (Diana)举行婚礼之前几个月，则刚刚发生了布里克斯顿暴乱，而且那一年玛格丽特•撒切尔 (Margaret Thatcher) 政府在经济衰退正处在最严重阶段时进行了增税和加息。