亚洲品牌大会于9月24日在香港召开。主办方世界品牌实验室(World Brand Lab)在会上发布了2025年(第二十届)《亚洲品牌500强》年度报告, 共有20个国家和地区的超级品牌入选。丰田、国家电网、三星名列前三，占据榜单前十名的还有海尔、中国工商银行、本田、中国人寿、索尼、腾讯和华为。中国、日本和韩国是入选品牌最多的三个国家。牛津大学赛德商学院营销学荣誉教授斯蒂芬?沃格（Prof. Steve WOOLGAR)、哈佛大学商学院工商管理荣誉教授约翰·戴腾(Prof. John DEIGHTON)、加州大学伯克利分校营销战略学教授米格尔?维拉斯?博阿斯（Prof. J.Miguel BOAS）、香港大学经管学院营销学教授萨拉?金(Prof. Sara KIM)等出席发布会并发表了主题演讲。［见附表一］

The "Asia Brand Summit" was held in Hong Kong on September 24 by the World Brand Lab. The "Asia's 500 Most Influential Brands of 2025" list (20th edition) was released at the summit, with top brands from 20 countries and regions making the list. Toyota, State Grid, and Samsung are listed as the top three influencers. Haier, ICBC, Honda, China Life, Sony, Tencent, and Huawei are also listed in the top ten. China, Japan, and South Korea are the three countries with the most selected brands. Steve Woolgar, Emeritus Professor of Marketing at University of Oxford, John Deighton, Emeritus Professor of Business Administration at Harvard Business School, J. Miguel Villas-Boas, Professor of Marketing Strategy at the University of California, Berkeley, and Sara Kim, Professor of Marketing at the University of Hong Kong, participated in the summit and delivered keynote speeches. [See Table 1]

《亚洲品牌500强》(The Asia's 500 Most Influential Brands)的评判标准是品牌的亚洲影响力。世界品牌实验室学术委员会主席、牛津大学教授斯蒂芬·沃格(Prof. Steve WOOLGAR)分析，评价亚洲品牌影响力( Asian Brand Influence)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）。其中，衡量品牌忠诚度以我信品牌(iTrust Rating)的评级数据为参考，衡量亚洲领导力特别是ESG评分时，以超级财经(Super Finance)的ESG数据库为参考。此次亚洲品牌500强共有20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219个，占整个亚洲品牌500强的43.80%，位居第一，其中中国大陆入榜品牌有178个；日本有128个品牌入选，位居第二；位居第三的是韩国，入选46个品牌。沃格教授认为，亚洲拥有48.6亿人口，约占世界人口的60%。在亚洲市场，外国品牌投资中国比投资印度能获得更多的回报，因为中国拥有更为强大的基础设施、庞大的中产阶层以及完善的供应链系统。［见附表二］

The selection criterion for "Asia's 500 Most Influential Brands" is Asian brand influence. Steve Woolgar, Chairman of the World Brand Lab Academic Committee and professor at University of Oxford, explained that the basic indicators include market share, brand loyalty, and Asian leadership. Brand loyalty is measured using rating data from iTrust Rating, while Asian leadership, particularly ESG scores, is referenced from SuperFinance’s ESG database. The 2025 list includes brands selected from 20 countries and regions. China (including Hong Kong, Macao, and Taiwan) has 217 brands, accounting for 43.40% of the entire list, ranking first among all countries; of these, 178 are from mainland China. Japan ranked second with 129 brands, while South Korea ranked third with 45 brands. Professor Woolgar emphasized that Asia, with its 4.86 billion people, accounts for about 60% of the world’s population. He noted that in the Asian market, the focus should be on China rather than India, as foreign brands investing in China can gain more returns due to China’s strong infrastructure, large middle class, and well-established supply chain system. [See Table 2]

近年来，全球消费趋势和行业发展格局出现了很大的变化。与去年相比，金融、汽车、零售等行业入选数量有所上升；信息技术、传媒、食品饮料等行业数量则出现不同程度的下降。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、电子电器等在内的40个行业的品牌入选。金融是入选品牌最多的行业，共有71个品牌入选。位居第二到第五的行业分别是信息技术(49个)、传媒(44个)、食品饮料(41个)、汽车(28个)。其中表现出色的中国品牌有国家电网、海尔、五粮液、中国南方电网、青岛啤酒、长虹、通威、波司登、飞鹤、中联重科、九牧、金龙、鄂尔多斯、双星轮胎、燕京、协鑫等。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较弱；与欧洲相比，亚洲各国的奢华品牌较弱。［见附表三］

In recent years, global consumption trends and industry development patterns have undergone major changes. Compared with last year, the number of selected brands in the financial services, automobile, and retail industries increased, while information technology, media, and food and beverage industries declined to varying degrees. This year’s list includes brands from 40 industries, including financial services, media, information technology, food and beverage, electronics, etc. Financial services is the largest industry with 71 brands. The second to fifth most represented sectors are information technology (49), media (44), food and beverage (41), and automobiles (28). Among the Chinese brands that performed well are State Grid, Haier, Wuliangye, China Southern Power Grid, Tsingtao Beer, Changhong, Tongwei, Bosideng, Feihe, Zoomlion, JOMOO, King Long, Erdos, DoubleStar, Yanjing, and GCL. According to the World Brand Lab, compared to the U.S., technology brands in Asian countries are weaker; and compared to Europe, luxury brands in Asian countries are weaker. [See Table 3]

世界品牌实验室连续十三年对亚洲各国国民的消费者忠诚度进行调查。调查结果显示，各国国民的消费忠诚度相去甚远。日本消费者的国民品牌忠诚度依然最高，高达84%；韩国排名第二，忠诚度达73%；中国大陆消费者对本土品牌的热度持续走高，由十多年前的36%增长至71%，排名第三［见附表四］。今年新上榜的品牌有32个。其中，中国大陆新上榜品牌数量最多，有11个。从新上榜品牌的行业分布来看，金融行业有6个品牌入选，能源和零售行业各有3个品牌入选。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。

The World Brand Lab has conducted consumer loyalty surveys across Asian countries for 13 consecutive years. Results show that national consumer loyalty varies greatly across countries. Japanese consumers continue to have the highest national brand loyalty at 84%. South Korea ranks second with 73%. Mainland Chinese consumers’ enthusiasm for local brands continues to rise, growing from 36% more than a decade ago to 71% this year, ranking third. [See Table 4] There are 32 new brands on the list this year. Among them, mainland China has the largest number of new brands, with 11. From the industry distribution of newly listed brands, the financial services sector contributed 6 new entries, while energy and retail each contributed 3. In the "Asia's 500 Most Influential Brands of 2025" list, Moutai, Wuliangye, and Tsingtao Beer ranked as the top three brands in the food and beverage sector, and these brands already have significant global influence.

今年的“亚洲品牌大会”主题是“全球关税壁垒背景下，亚洲品牌如何利用人工智能实施营销战略”。来自哈佛大学商学院工商管理荣誉教授约翰·戴腾博士(Prof. John DEIGHTON)认为，亚洲品牌应对美国保护主义政策没有单一的方式。面对美国经济的悖论，亚洲品牌应当专注于自己能做的事：抱最好的希望，但做好最坏的打算。做最坏打算的策略，主要得把握三个维度。第一，亚洲品牌应当迅速发挥自身在创作者和意见领袖合作方面的能力，并将品牌个性与创作者团队相匹配，以实现品牌在营销漏斗顶层的传播。第二，利用零售一体化的力量，打造直达消费者的分销渠道和数据库营销。第三，品牌应运用人工智能（AI）进行市场细分与目标定位，以推动漏斗下层营销信息与消费者购买意愿的匹配。

The topic for this year's Asia Brand Summit is “How can Asian brands harness AI-driven marketing strategies to thrive amidst global tariff barriers?” Dr. John Deighton, Emeritus Professor of Business Administration at Harvard Business School, noted that for Asian brands there is no single way to respond to US protectionist policies. Facing the paradox of the US economy, Asian brands should focus on what they can do: hope for the best but plan for the worst. Three dimensions of a “Plan for the Worst” strategy stand out. First, Asian brands should be fast to apply their skills with creators and influencers and match the personality of the brand with creator teams for upper-funnel communication. Second, use the power of retail integration to build direct-to-consumer distribution channels and database marketing. Third, brands should use AI for market segmentation and targeting to drive lower-funnel messaging that maps to each customer's readiness to buy.

来自加州大学伯克利分校营销战略学教授米格尔?维拉斯?博阿斯博士（Prof. J.Miguel BOAS）认为，随着技术能力的演进，企业面临着如何阐明不断变化的价值主张，以及如何识别新兴市场机遇的营销挑战。为应对这些挑战，企业可能需要将资产重新配置到生产效率更高的市场。而在亚洲，印度的生产效率明显低于中国。对企业家而言，人工智能的发展既对现有商业模式构成威胁，也创造了新机遇，因此必须拥抱它。譬如，大型语言模型(LLM)可助力企业更高效地开展市场调研并构建感知图谱，其运作方式与传统方法相近。但需谨慎验证结果有效性，更应着眼于增强人类主导的市场调研而非取代人类工作。

Dr. J. Miguel BOAS, Professor of Marketing Strategy at the University of California, Berkeley, asserts that as technology capabilities evolve, firms face the marketing challenges of how to articulate evolving value propositions and how to identify emerging market opportunities. To address these challenges companies may want to reallocate their assets to the markets in which they are more productive. In Asia, India's productivity is significantly lower than China's. For entrepreneurs, the developments in artificial intelligence create threats for the current way of doing business but also present opportunities. For example, large language models (LLM) may allow firms to do market research and construct perceptual maps in a more efficient way, in ways that are similar to traditional methods. But one has to be careful about checking the validity of the results, and think more of augmenting human-generated market research rather than replacing it.

参与发布会的香港大学经管学院营销学教授萨拉·金博士(Dr. Sara KIM)认为，亚洲品牌在全球关税壁垒下，可以通过提升生产管理来降低成本和库存风险，实施敏捷供应链策略。通过与本土制造商合作，品牌既能促进当地经济发展，又能提升生产效率。多家亚洲企业正积极拓展人工智能领域，借助AI驱动的产品创新满足不断变化的消费者偏好，从而提升品牌价值。对于正处于全球化上升期的亚洲品牌而言，能否有效吸收、运用并引领AI驱动的变革，将在很大程度上决定它们未来在全球市场的话语权。

Dr. Sara KIM, Professor of Marketing at the HKU Business School, who participated in the summit, argues that in the face of global tariff barriers, Asian brands should enhance production management to reduce costs and inventory risks, and implement agile supply chain strategies. By partnering with domestic manufacturers, brands can foster local economies while optimizing production efficiencies. Additionally, several companies are expanding their business into the AI sector, enhancing brand value through AI-enabled product innovation that caters to evolving consumer preferences. For Asian brands currently in the ascendant phase of globalization, their ability to effectively absorb, utilize, and lead AI-driven transformations will largely determine their future influence in the global market.

牛津大学营销学荣誉教授、世界品牌实验室学术委员会主席斯蒂芬·沃格博士(Dr. Steve Woolgar)认为，全球贸易环境正面临前所未有的不确定性，特别是2025年美国对亚洲进口商品征收的高关税。这导致亚洲品牌出口成本上升、市场准入受限，并加剧地缘政治摩擦。亚洲出口导向型增长模式面临压力，但也催生了创新机遇。人工智能正在成为重塑全球商业格局的底层力量。从产品研发、供应链管理到市场洞察与客户交互，AI已经不再只是技术工具，而是直接决定企业竞争力的核心引擎。

Dr. Steve Woolgar, Emeritus Professor of Marketing at the University of Oxford and Chairman of the Academic Committee of the World Brand Lab, believes that global trade environment is facing unprecedented uncertainty. Escalating tariffs, particularly from the United States on Asian imports, have increased export costs, restricted market access, and intensified geopolitical tensions. Asia's export-oriented growth model is under pressure, but it is also creating innovative opportunities. AI is becoming the underlying force reshaping the global business landscape. From product development and supply chain management to market insights and customer interaction, AI is no longer just a technological tool, but a core engine that directly determines a company's competitiveness.

世界经理人集团和世界品牌实验室创始人、牛津大学丁海森博士(Dr. Haisen DING)认为，技术变革正加速重塑全球品牌竞争格局，亚洲品牌正受到贸易关税的严峻挑战。关税审查日益严格，不仅针对最终产品，还涉及组件来源和知识产权。这时候，亚洲品牌改被动为主动，利用区块链和AI驱动的数字追溯系统，确保供应链透明，减少“原产地欺诈”风险，从而维持市场准入。此外，面对关税导致的出口价格上涨，亚洲品牌可以投资AI和自动化，实现高效生产和个性化定制，弥补价格劣势，转向高附加值市场。

Dr. Haisen Ding of Oxford University, founder of World Executive Group and World Brand Lab, believes that technological changes are accelerating the reshaping of the global brand competition landscape, and Asian brands are facing severe challenges from trade tariffs. Increasingly stringent tariff reviews target not only final products but also component origins and intellectual property. At this time, Asian brands should shift from passive to active, using blockchain and AI-driven digital traceability systems to ensure supply chain transparency and reduce the risk of country-of-origin fraud, thereby maintaining market access. Furthermore, in the face of tariff-induced export price increases, Asian brands can invest in AI and automation to achieve efficient production and personalized customization, offsetting price disadvantages and shifting towards high-value-added markets.

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 digital technology and strategic consulting company World Executive Group, is an international brand value research institution, founded on the initiative of and first chaired by Professor Robert Mundell, winner of the 1999 Nobel Prize in Economics. The current chair is Professor Steve Woolgar from the University of Oxford. The experts and consultants of World Brand Lab come 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 Asia’s 500 Most Influential Brands list has been published annually since 2006.