第21届世界品牌大会于6月19日在北京举行。主办方世界品牌实验室(World Brand Lab)发布了2024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6538.86亿元的品牌价值，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（5630.69亿元）、海尔（5408.29亿元）、中国石油（5145.37亿元）、中国人寿（5019.85亿元），这些品牌已经迈进世界级品牌阵营。来自哈佛、耶鲁、牛津、欧洲工商管理学院的管理大师们，共同出席了世界品牌大会并做主题演讲，并围绕“突破与创新：数字技术提升品牌价值的路线图”的主题，与现场600位企业家和经理人互动研讨。

The 21st World Brand Summit was held on June 19th in Beijing. The organizer, World Brand Lab, released the report of “2024 China's 500 Most Valuable Brands list”. In this annual report based on financial data, brand strength and consumer behavior analysis, State Grid topped the list with a brand value of 653.89 billion RMB. Also occupying the top five on the list are Industrial and Commercial Bank of China (563.07 billion RMB), Haier (540.83 billion RMB), PetroChina (514.54 billion RMB), and China Life (501.99 billion RMB). These brands have stepped into the world-class brand tier. Management gurus from Harvard, Yale, Oxford and INSEAD attended the World Brand Summit and delivered keynote speeches. They discussed with 600 on-site entrepreneurs and managers on the topic of "Disruption and Reinvention: A roadmap for enhancing brand value through digital technology".

2024年《中国500最具价值品牌》的总价值为38.57万亿元，比去年增加4.24万亿元，增幅为12.35%。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:“在过去的20多年中，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、中化、华润、中国南方电网、保利、河钢、中国华电、五粮液、徐工、青岛啤酒、中国国航、北大荒、东方电气、通威、波司登、飞鹤、中国航油、恒力、协鑫、圣象、九牧、长虹、双星轮胎等。”世界品牌实验室编制中国品牌报告已是第21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。21年以后的2024年，入选门槛已经提高到38.26亿元，而前500名品牌的平均价值高达771.40亿元，增幅为1460.59%。本年度共有108个中国品牌的价值超过1000亿，比去年增加36个，彰显了中国品牌经济的繁荣。

The total value of China's 500 Most Valuable Brands of 2024 is 38.57 trillion RMB, an increase of 4.24 trillion RMB or 12.35% over last year. Dr. Steve Woolgar, Chairman of the Academic Committee of World Brand Lab and Emeritus Professor of Marketing at University of Oxford, said, "Over the past 20 years, I have witnessed the remarkable rise of Chinese brands, some of which have already had a strong global influence. These brands include State Grid, Haier, Sinochem, China Resources, China Southern Power Grid, Poly, HBIS, China Huadian, Wuliangye, Xuzhou Construction Machinery, TSINGTAO Beer, Air China, Beidahuang, Dongfang Electric, Tongwei, Bosideng, Feihe, China National Aviation Fuel, Hengli, Golden Concord Group, Power Dekor, JOMOO, Changhong, Double Star, etc." This is the 21st year that World Brand Lab has compiled the China brand report. In 2004, the entry threshold was only 500 million RMB, and the average value of the top 500 brands was 4.94 billion RMB. In 2024, 21 years later, the entry threshold has been raised to 3.83 billion RMB, and the average value of the top 500 brands is as high as 77.14 billion RMB, representing an increase of 1,460.59%. A total of 108 Chinese brands are valued at more than 100 billion RMB this year, an increase of 36 brands from last year, highlighting the prosperity of China's brand economy.

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，品牌与区域经济的增长是相互联动的。从本届《中国500最具价值品牌》区域分布来看，北京有91个品牌入选，名列第一，因为赢利能力强的央企总部集中在北京；广东和上海分别有79个和42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431个，占86.20%；具有世界性影响力的品牌数为69个，占13.80%。

According to the analysis by World Brand Lab, the competitive strength of a region mainly depends on its comparative advantages, and brand benefits directly affect the formation and development of the regional comparative advantages. Brand is an important symbol of a region's development while brand and regional economic growth are interlinked. In terms of the regional distribution of China's 500 Most Valuable Brands, Beijing ranked first with 91 brands, as the headquarters of central enterprises with strong profitability are concentrated in Beijing. Guangdong and Shanghai ranked second and third with 79 and 42 brands respectively. Brands on the list can be divided into national and global brands according to the scope of influence of these selected brands. There are 431 brands with national influence on the list, accounting for 86.20%; and 69 brands with global influence, accounting for 13.80%.

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24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80个品牌入选，占总入选品牌数的16.00%；入选数量位居第二到第五的行业分别是轻工(41个)、通信电子IT（39个）、建材(36个)、传媒(32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。

In this year's "China's 500 Most Valuable Brands" list, brands from 24 industries, including food and beverage, light industry, construction material, media, textile and apparel, medicine, machinery, etc., were selected. The food and beverage industry remains the industry with the most brands selected, with a total of 80 brands, accounting for 16.00% of the list. The industries ranking second to fifth are the light industry (41), communication electronics and IT (39), building materials (36), and media (32), respectively. In measuring brand loyalty, World Brand Lab referred to the rating data from iTrust Rating. In measuring brand leadership, especially ESG (environmental, social, and governance) scores, World Brand Lab referred to the ESG database of SuperFinance. Carboncare International's measurement of corporate carbon emissions was also used to promote the addition of the "carbon score" label to brands.

今年的世界品牌大会主题是”突破与创新：数字技术提升品牌价值的路线图”。来自哈佛(Harvard)商学院工商管理荣誉教授约翰·戴腾（John Deighton)博士指出：首先，现在所有的营销都是数字营销。数字化转型带来的影响是，现在的营销比以前更加个性化。但新的挑战是如何找到早期的大规模营销。其次，我们正处于生成式人工智能(GenAI)时代的边缘。它有望成为大规模亲密营销挑战的解决方案。戴腾博士也提醒，AI在自动化日常营销工作中非常出色，但在创意营销任务中，它还无法取代人类智慧。创意的第一阶段是想象，AI目前还没有想象力。

The topic of this year's World Brand Summit is "Disruption and Reinvention: A roadmap for enhancing brand value through digital technology". Dr. John Deighton, Emeritus Professor of Business Administration from Harvard Business School, indicated that first, all marketing is now digital marketing. The effect of the digital transformation is that marketing now feels much more personal than in earlier times. But the new challenge is to find the mass scale of those earlier times. Second, we are on the brink of the age of generative artificial intelligence. It holds out the promise of being the solution to the challenge of intimacy at scale. Dr. Deighton also cautioned that AI is very good at automating routine marketing work, but it is not yet replacing human intelligence in creative marketing tasks. The first stage to having a powerful marketing idea is imaging it which is not solved by AI yet.

来自欧洲工商管理学院（INSEAD）讲座教授齐夫·卡门（Ziv Carmon）博士，从行为经济学角度来解析人工智能与品牌塑造。这一门学科，由他的导师、诺贝尔经济学奖获得者丹尼尔·卡尼曼教授（Prof.Daniel Kahneman）创立。卡门博士提醒：一个值得注意的挑战是客户对人工智能的抵触情绪，来自算法的信息可能会遭到拒绝。然而，AI的影响将是广泛的。目前，75%的首席营销官(CMO)已经使用了人工智能驱动的工具，而且他们对生成式人工智能(GenAI)的预期影响表示乐观。营销人员将AI用于各种品牌活动，包括情感分析、情感参与、AI驱动的互动和分析。

Dr. Ziv Carmon, Chaired Professor at INSEAD, breaks down AI and branding from the perspective of behavioral economics, a field founded by his mentor and Nobel Laureate Professor Daniel Kahneman. Dr. Carmon reminds that a notable challenge is customer resistance to AI and information perceived as coming from an algorithm can be rejected. However, AI is increasingly pivotal in branding efforts. Currently, 75% of Chief Marketing Officers (CMOs) have utilized AI-driven tools and they expressed optimism about generative AI’s (GenAI) expected impact. Marketers deploy AI for diverse branding activities, including emotional analytics, emotional engagement, AI-driven interactions, and deep data analysis.?

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，现在，大多数人可能已经清楚，人工智能(AI)将对我们的生活产生相当大的影响。AI在品牌建设方面有五大新应用:首先，AI 可以帮助产品设计和测试。传统上，美学设计是由人的判断来驱动的，这通常具有挑战性且成本高昂。但现在，人工智能可以设计概念的生成和筛选；其次，我们还可以利用AI生成消费者洞察，了解人工智能对你的品牌的 "想法"；第三，AI可用于品牌创新，开发新配方、产品名称或营销文案等；第四，AI可用于品牌创意；最后，可以将AI用于品牌个性化，提高受众相关性。

Dr. Ravi Dhar, a professor of management and marketing from the Yale School of Management, points out that by now, it’s probably clear to most people that artificial intelligence is going to have a fairly large impact on our lives. There are five new AI applications on branding. Firstly, AI can help with product design and testing. Traditionally, human judgment drives the aesthetic design, which is often challenging and costly. But now AI can design concept generation and screening. Secondly, we can also use AI to generate consumer insights and know what AI’s “think” about your brand. Thirdly, AI can be used for brand innovation to develop new recipes, product names or marketing writing. Fourthly, AI can be used for brand creative. Finally, we can use AI for brand personalization to improve audience relevance.

世界经理人集团和世界品牌实验室首席执行官、牛津大学博士丁海森说，人工智能(AI)不仅是一个标志性的概念，而且正在引发一场工业革命，这预示着对社会和经济秩序的根本性转变，且这种转变是不可逆的。今天，世界上市值超过3万亿美元的三家公司，即微软、苹果和英伟达，都在AI赛道上。资本市场上已经掉队的特斯拉，也刚刚转移到AI赛道，并加大人形机器人的押注。这些科技巨头的庞大市值中，90%是属于以品牌为核心代表的无形资产。斯蒂芬·沃格（Steve Woolgar）教授最后总结到，品牌需要制定长期的AI战略，找到与消费者和投资者有效连接的方法。

Dr. Haisen Ding, CEO of World Executive Group and World Brand Lab and a PhD from the University of Oxford, remarked that AI is not only an iconic concept but also a catalyst for an industrial revolution, heralding a fundamental and irreversible shift in the social and economic norm. Today, the three companies in the world with a market capitalization of more than $3 trillion, namely Microsoft, Apple and NVIDIA, are on the AI track. Tesla, which has fallen out of favor in the capital markets, has also just shifted to the AI track and increased its bet on humanoid robots. 90% of the massive market capitalization of these tech giants belongs to intangible assets represented by brands. Dr. Steve Woolgar concluded that brands need to develop long-term AI strategies and find ways to connect effectively with consumers and investors.

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。连续二十一年发布的《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。

World Brand Lab is an international brand value research institute wholly owned by World Executive Group, the world's leading digital business and strategy consulting firm. World Brand Lab was co-founded on the initiative of Nobel Laureate Robert Mundell, who served as its first chairman. The experts and consultants of World Brand Lab hail from Harvard University, Yale University, MIT, Columbia University, University of Oxford, University of Cambridge, INSEAD, and other top universities around the world. Its research results have become an important basis for intangible asset valuation in the process of M&A of many enterprises. The "China's 500 Most Valuable Brands" list, which has been published for 21 consecutive years, uses the present earning value method to measure brand value.?