英图博略（Interbrand）：2020年全球最佳品牌排行榜（英文版）（24页）.pdf

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1、A New Decade of Possibility 3Best Global Brand 2020 Report Welcome to Best Global Brands 2020 see their consumption choices as votes of confidence. In some instances, organizations have more power than governments. At a time of deep reflection, the deepest form of relevance is increasingly being dri

2、ven by an uncompromising approach to fundamental human issues. Businesses that do not yet know, very specifically, which constituents they are systematically disadvantaging (and how) are at risk because in this hyper transparent world, the truth will out, and customers will “cancel”. PayPal is one o

3、f 2020s fastest risers, thanks to a radical application of its values and the trust those actions drive. In 2015 it decided to prioritise customers financial interests over its own higher revenue products. Despite an immediate stock market drop of 9% this move unleashed long-term growth. More recent

4、ly, Paypal has begun a program to redistribute capital from shareholders back to its lowest paid employees to ensure that everyone who works at PayPal can pay their bills. At a time of anxiety, theres not much that matters more. Microsoft has become a Top 3 Best Global Brand in 2020. Its CEO, Satya

5、Nadella, argues that in the future: “youll only have permission to profit as a business if you have the consent of customers.” In this we see that as people begin to hold business to account, choice is morphing into consent and brands are mediating the commitments a business makes to its constituent

6、s. In this mix brand is still a promise, but a promise of something deeper. Done right brands offer an equilibrium between business and customer. A set of shared values. Only 41 brands from our 2000 ranking remain on the table today. At one time, it was inconceivable that the DotCom Boomers Yahoo or