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????自從BrandZ開始編制“年度世界最有價值品牌排行榜”以來，蘋果公司（Apple）的品牌價值首度大幅增長84%，超過1,530億美元，位列榜首，穩(wěn)穩(wěn)超過谷歌（Google）。而自2007年以來，谷歌公司就始終把持著該榜的頭把交椅。

????廣告業(yè)巨頭WPP公司的子公司華通明略（Millward Brown）是這一榜單的編制方。據(jù)它表示，蘋果公司通過將低調(diào)的戰(zhàn)略和高調(diào)的營銷策略整合起來，已在消費(fèi)者中使其品牌熠熠生輝：

????“蘋果公司繼續(xù)默不做聲地開發(fā)著云計算，同時又高聲表態(tài)，說它在計算機(jī)品類中發(fā)現(xiàn)了空白區(qū)域，并用全新的設(shè)備——iPad來填補(bǔ)了這一空缺。2010年最后一個財季，蘋果公司售出的iPad數(shù)量超過了Mac電腦。iPad迅速激起了三星（Samsung）這類平板電腦廠商投身競爭，也幫助蘋果公司在便攜式電腦銷售總量上超越了戴爾公司（Dell）和惠普公司（HP）。而蘋果的云計算將進(jìn)一步強(qiáng)化這一品牌作為平臺、內(nèi)容和設(shè)備三位一體的地位。”

????谷歌仍是BrandZ考量系統(tǒng)中全球最受信賴和推薦的品牌之一，但今年部分由于Facebook（品牌價值躥升246%）的挑戰(zhàn)，谷歌品牌價值下跌2%。2010年，F(xiàn)acebook取代谷歌成為美國訪問量最大的網(wǎng)站。

????這些品牌的價值是如何確定的？BrandZ完整報告的PDF版可在此下載，它是一份長達(dá)53頁的現(xiàn)代全球營銷原理的速成教程。下面就是BrandZ的前100位品牌的榜單。

????For the first time since BrandZ began compiling its annual ranking of the world's most valuable brands, Apple (AAPL) topped the list with an 84% surge that put its value at more than $153 billion, comfortably ahead of Google (GOOG), which had held the top spot since 2007.

????According to Millward Brown, the subsidiary of advertising giant WPP (WPPGY) that compiles the list, Apple's burnished its image with consumers through a combination of low-profile strategies and high-profile marketing tactics:

????"Apple continued quietly developing a cloud and loudly discovered an empty space in the computing category that it filled with a new device – the iPad. In the last quarter of 2010, Apple sold more iPads than Mac computers. The iPad, which quickly met competition from other tablet makers like Samsung, helped Apple pass Dell and HP in total portable computer sales. An Apple cloud would further strengthen the brand as a trinity of platform, content and device."

????Google, which is still one of the world's most trusted and recommended brands as BrandZ measures these things, lost 2% of its value this year in part because of Facebook (up 246%), which overtook Google in 2010 as the most America's most visited website.

????How are these values determined? The complete BrandZ report, available as a pdf here, is 53-page crash course on the principles of modern global marketing. BrandZ's Top 100 list is reproduced below the fold.