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Just as technology companies such as Google, Apple, Facebook and Amazon have become a routine part of people’s lives, so they dominate lists of the world’s most valuable brands. Car companies and banks, on the other hand, are seeing their brand standing slip.
就像谷歌(Google)、苹果(Apple)、Facebook、亚马逊(Amazon)等科技公司已成为人们日常生活的一部分，它们也主导着世界最有价值品牌榜单。另一方面，车企和银行的品牌地位正在下滑。
In this year’s BrandZ ranking of the world’s 100 most valuable stocks, compiled by Kantar Millward Brown, part of the WPP advertising group, tech companies dominate the rankings with Google, Apple and Microsoft occupying the top three slots for the third consecutive year with Amazon in fourth place and Facebook in fifth place. The brand value of the top five companies has risen by 14 per cent to $893bn, outperforming the 8 per cent increase of the top 100, valued at $3.64tn.
在WPP广告集团旗下华通明略(Millward Brown)发布的2017年BrandZ全球最具价值品牌百强排行榜中，科技公司称霸榜单——谷歌、苹果和微软(Microsoft)连续第三年占据前三甲，亚马逊和Facebook分列第四和第五名。前五大公司的品牌价值上升了14%，至8930亿美元，超过了百强公司8%的整体涨幅，总品牌价值为3.64万亿美元。
The importance of tech brands is demonstrated by how they have taken a greater share of the value of the top 100 than a decade ago. The 37 tech companies in the top 100 account for more than half the value of the total — 54 per cent. That is up from 37 per cent in 2006.
突显科技品牌重要性的是，它们比10年前在百强中占据了更大的份额。百强榜上37家科技公司的品牌价值占到了总价值的一半以上，达到54%，远高于2006年的37%。
Reflecting the disruption of new technology, the average age of a top 10 brand has almost halved from 88 years to 42 over the same period.
反映新技术颠覆性的是，同期前十大品牌的平均年龄已从88年几乎减半，至42年。
Fast-rising tech companies this year include Netflix, Facebook and Shenzhen-based Tencent, each of which increased their brand value by more than 25 per cent.
今年排名快速上升的科技公司包括Netflix、Facebook以及总部位于深圳的腾讯(Tencent)，其品牌价值都增长了25%以上。
Tencent, China’s largest internet portal, has seen its shares surge by more than 60 per cent over the past 12 months as its Weixin/WeChat app grows in popularity and the company expands further into mobile payments and cloud services.
随着腾讯的微信应用越来越流行，同时该公司进一步进军移动支付和云服务，其股价在过去12个月大涨60%以上。腾讯是中国最大互联网门户。
Alibaba, the online retailer, China Mobile and Tencent are the only three Chinese companies in the top 20, which is otherwise comprised entirely of US companies from a variety of sectors. These American businesses include McDonald’s in fast food, Marlboro and Coca-Cola in consumer goods, AT&T and Verizon in telecoms and Visa and MasterCard in payments.
零售电商阿里巴巴(Alibaba)、中国移动(China Mobile)和腾讯是前20名中仅有的3家中国企业，其余均为来自各个行业的美国企业，包括快餐业的麦当劳(McDonald’s)、消费品行业的万宝路(Marlboro)和可口可乐(Coca-Cola)、电信业的AT&T和Verizon，以及支付业的Visa和万事达(MasterCard)。
The rankings tell a tale of a resurgent corporate US, reflected in the 28 per cent rise in the Dow Jones over the past 12 months. American companies account for 71 per cent of the brand value of the top 100 companies. The value of their brands grew by 12 per cent compared with 2016, while those outside North America fell by 1 per cent.
排名反映了美国企业的复兴，这也体现在道琼斯指数(Dow Jones)过去12个月上涨28%中。美国企业占到百强企业品牌价值的71%。美国企业的品牌价值相比2016年增长12%，而北美以外企业的品牌价值下跌1%。
The rankings also shine light on the emergence of lesser-known Chinese brands. There are 13 Chinese companies in the top 100, a big increase from 12 years ago when there was only one, China Mobile, the state-owned telecoms group that is now ranked third among Asian brands after Tencent and Alibaba. The combined value of the 13 Chinese companies is $406bn.
排名还反映出一些知名度不那么高的中国品牌的崛起。百强榜中有13家中国企业，比12年前增加不少——当时只有一家，即国有电信运营商中国移动。中国移动今年在亚洲品牌中排名第三，落后于腾讯和阿里巴巴。13家上榜中国企业的价值合计4060亿美元。
