四级阅读：苹果超谷歌 登顶最具价值品牌榜

　　Apple has overtaken Google as the world's most valuable brand, ending a four-year reign by the Internet search leader, according to a new study by global brands agency Millward Brown。

　　The iPhone and iPad maker's brand is now worth $153 billion, almost half Apple's market capitalization, says the annual BrandZ study of the world's top 100 brands。

　　Apple's portfolio of coveted consumer goods propelled it past Microsoft to become the world's most valuable technology company last year。

　　Peter Walshe, global brands director of Millward Brown, says Apple's meticulous attention to detail, along with an increasing presence of its gadgets in corporate environments, have allowed it to behave differently from other consumer-electronics makers。

　　"Apple is breaking the rules in terms of its pricing model," he told the reporters by telephone. "It's doing what luxury brands do, where the higher price the brand is, the more it seems to underpin and reinforce the desire."

　　"Obviously, it has to be allied to great products and a great experience, and Apple has nurtured that."

　　By contrast, one of the brands most threatened by Apple's rising popularity in offices took a big hit in the survey。

　　Research In Motion's BlackBerry brand lost a fifth of its brand value. Among technology companies, only Nokia's 28 percent decline was steeper。

　　Of the top 10 brands in Monday's report, six were technology and telecoms companies: Google at number two, IBM at number three, Microsoft at number five, AT&T at number seven and China Mobile at number nine。

　　McDonald's rose two places to number four, as fast food became the fastest-growing category, Coca-Cola slipped one place to number six, Marlboro was also down one to number eight, and General Electric was number 10.

　　Facebook entered the top 100 at number 35 with a brand valued at $19.1 billion, while Chinese search engine Baidu rose to number 29 from 46.

　　The total value of the top 100 brands rose by 17 percent to $2.4 trillion, as the global economy shifted to growth。

　　国际品牌调研机构明略行(Millward Brown)最新发布全球品牌排行榜，苹果成为全球最具价值品牌，结束了互联网搜索巨头谷歌连续四年雄踞榜首的历史。

　　根据年度BrandZ全球最具价值品牌百强榜，苹果品牌价值高达1530亿美元，接近苹果公司市值的一半。iPhone 和iPad都是苹果公司旗下产品。

　　去年，苹果凭借一系列受消费者喜爱的产品超过微软，成为全球市值最高的科技公司。

　　明略行公司全球品牌总监彼得•沃尔什称，苹果对细节精益求精、推出的办公适用产品越来越多样，使其不同于其他电子产品制造商。

　　他在电话采访中说：“苹果正打破定价机制。它的做法类似于奢侈品牌。品牌越值钱，人们购买的欲望就越强烈。”

　　“很明显，这有赖于优质的产品和丰富的经验，而苹果已经具备了这些。”

　　相比之下，受到苹果办公用品受好评冲击最大的黑莓品牌却在调查中表现不佳。

　　动态研究公司(RIM)的黑莓品牌价值下跌了20%。在科技公司中，仅有诺基亚比它表现更糟，下跌了28%。

　　在排名前十的品牌中，六个来自科技和电信公司：谷歌第二、IBM第三、微软第五、美国电信第七、中 国移动第九。该榜单于本周一公布。

　　麦当劳排名第四，比去年上升两位，快餐业成为增长最快的品牌种类。可口可乐排名第六，比去年下滑一位。万宝路排名第八，也下滑一位。通用电气排名第十。

　　Facebook也跻身该榜，排名第35，品牌价值为191亿美元。中国网络搜索引擎百度从第46位上升至第29位。

　　随着全球经济回暖，百强榜中的品牌总价值为2.4万亿美元，比去年上升了17%。

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