蘋果名氣超谷歌 登頂最具價值品牌榜

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.

國際品牌調研機構明略行（Millward Brown）最新發布全球品牌排行榜，蘋果成爲全球最具價值品牌，結束了互聯網搜索巨頭谷歌連續四年雄踞榜首的歷史。

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.

根據年度BrandZ全球最具價值品牌百強榜，蘋果品牌價值高達1530億美元，接近蘋果公司市值的一半。iPhone 和iPad都是蘋果公司旗下產品。

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

去年，蘋果憑藉一系列受消費者喜愛的產品超過微軟，成爲全球市值最高的科技公司。

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

明略行公司全球品牌總監彼得 沃爾什稱，蘋果對細節精益求精、推出的辦公適用產品越來越多樣，使其不同於其他電子產品製造商。

"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."

他在電話採訪中說：“蘋果正打破定價機制。它的做法類似於奢侈品牌。品牌越值錢，人們購買的慾望就越強烈。”

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

相比之下，受到蘋果辦公用品受好評衝擊最大的黑莓品牌卻在調查中表現不佳。

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

動態研究公司（RIM）的黑莓品牌價值下跌了20%。在科技公司中，僅有諾基亞比它表現更糟，下跌了28%。