市场咨询公司Prophet(铂慧)于本周宣布了世界品牌相关性指数，在疫情流行的这一年中给各公司打分，奖励其便利性，舒适性，信任度和可靠度。苹果、Pelton[1]，美国厨宝牌，乐高，好市多[2]，本田，PlayStation[3]和亚马逊均位居前十名。梅奥诊所[4]和约翰·霍普金斯医院在13,000名接受调查的消费者中也获得好评。
Marketing consultancy Prophet announced its Brand Relevance Index this week, scoring companies during a pandemic year that rewarded convenience, comfort, trust and dependability. Apple, Peloton, Kitchen Aid, LEGO, Costco, Honda, PlayStation and Amazon all made the top 10. The Mayo Clinic and Johns Hopkins received positive accolades from the 13,000 consumers surveyed.
苹果在过去六年中一直位居榜首，似乎不可战胜。
Apple has held the top spot for the past six years and seems invincibly relevant.
消费者对Peloton的评价从第35名上升到第2名，梅奥诊所从第24名上升到第4名，乐高从第28名上升至第5名，好市多从第21名上升至第6名，这都反映出疫情期间人们的消费变化。铂慧咨询公司评价这些品牌“迅速适应了消费者不断变化的需求和期望，但是他们做到了始终忠于自己”。
However, consumer appreciation for Peloton
which rose from #35 to #2, the Mayo Clinic which advanced from #24 to #4; LEGO (from #28 to #5) and Costco (from #21 to #6) all reflect behavioral changes easily traced to the pandemic. Prophet credited these brands for “adapting quickly to consumers’ changing needs and expectations, but they do so by remaining ever more true to themselves.”
没有茶叶公司出现在品牌列表中，但是在2020年，消费者在困难时期用其忠诚度奖励了茶叶品牌。许多消费品牌由于疫情期间城市封锁，销售额下降，但茶叶消费者可以呆在家里喝茶。铂慧咨询公司的消费研究告诉我们，“所有这些品牌都获得了客户的痴迷，绝对的务实，独特的灵感和全面的创新。”茶叶品牌更应该注意的是要全面创新。
No tea companies appear on the brand relevance list but in 2020 consumers rewarded tea brands with their loyalty during a time of disruption. While many consumer brands saw declines due to lockdowns tea drinkers calmly steeped at home. The lesson to apply from Prophet’s consumer research “is that all of these brands are customer obsessed, ruthlessly pragmatic, distinctively inspired and pervasively innovative,”
Tea brands should take note – especially the point about becoming pervasively innovative.
商业观察——中国奢华品牌竹叶青在“世界品牌实验室”[5]2021年全球十大奢华茶叶品牌排行榜中名列第二。Twinings(英国)，TWG(新加坡)，Harney&Sons(美国)和Dilmah(斯里兰卡)均在排行榜中。世界品牌实验室分析了5000个茶叶品牌，从中确定300个国际性超级品牌。中国拥有成千上万个茶叶品牌，但很多品牌在国际上鲜为人知。
Biz Insight – Chinese luxury brand Zhuyeqing advanced to No. 2 on the World Brand Lab’s 2021 analysis of the Global Top 10 Luxury Tea Brands.
Twinings (UK), TWG (Singapore), Harney & Sons (US) and Dilmah (Sri Lanka) were all top ranked. World Brand Lab analyzed 5,000 tea brands to identify 300 global (super brands). China is home to many thousands of tea brands, but few are widely known beyond the Great Wall.
来源：中国茶叶流通协会
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