东京——在最新的日经研究调查中，韩国电子巨头三星连续第三年保持了其在亚洲主要市场中最具价值的全球品牌称号。
TOKYO -- South Korean electronics giant Samsung held on to its title as the most valuable global brand in major Asian markets for a third consecutive year in the latest Nikkei Research survey.
2026年全球品牌调查评估了约200个国际品牌，这些品牌的价值是通过其品牌影响力（包括品牌知名度）以及对消费者购买决策的贡献来量化的。
The Global Brand Survey 2026 assessed some 200 international brands. It quantified their value based on brand power, which includes name recognition, and their contribution to consumer decision-making, including purchases.
该调查共收集了来自亚洲八个国家及地区（中国、台湾、泰国、印度、越南、印度尼西亚、马来西亚和菲律宾），以及美国和德国的约7万名消费者的意见。
The survey solicited answers from roughly 70,000 consumers across eight countries and regions of Asia, as well as in the U.S. and Germany. In Asia, consumers were polled in China, Taiwan, Thailand, India, Vietnam, Indonesia, Malaysia and the Philippines.
在亚洲整体市场中，三星以4,819分的总分位居榜首；紧随其后的是美国品牌苹果（4,728分）和耐克（4,659分）。
Samsung topped the list for Asia as a whole, with a score of 4,819. American brands Apple and Nike followed, scoring 4,728 and 4,659.
具体到各个市场，三星仅在泰国和马来西亚排名第一；此前它还在印度、越南和印度尼西亚等五个市场中位居榜首。今年，印度市场的冠军被塔塔汽车（Tata Motors）夺得，苹果在越南排名第一，本田（Honda）则在印度尼西亚上升至首位，三星在这三个市场的排名均下滑至第二位。
Drilling down to individual markets, Samsung was No. 1 only in Thailand and Malaysia. It previously ranked first in five markets, including India, Vietnam and Indonesia. This year, the top spot in India went to Tata Motors, while Apple took the crown in Vietnam and Honda rose to first place in Indonesia. Samsung slipped to No. 2 in these three markets.
在泰国，受访者更倾向于推荐三星的产品和服务，并表示对这一品牌有更高的认同感和信任度。
Survey participants in Thailand were more likely to recommend Samsung products and services, and they indicated stronger affinity with and trust in the brand.
苹果在越南从第三位跃居榜首，消费者认为苹果公司能够提供高质量的产品；该品牌也在台湾排名上升至首位，尤其是20多岁和30多岁的年轻人非常喜欢其产品。在整个亚洲范围内，三星的产品在中老年消费者中拥有较高的支持率。
Apple surged to No. 1 from third place in Vietnam, where consumers gave the iPhone maker the thumbs-up for providing high-quality products. The U.S. brand also rose to the top in Taiwan, where people in their 20s and 30s like its products. Across Asia, Samsung's products tend to have strong support among middle-aged and older consumers.
东南亚的消费者普遍支持来自不同国家的国际品牌，而中国和台湾的消费者则表现出不同的偏好：在中国，本土品牌华为（Huawei）和海尔（Haier）名列前茅；在台湾，美国品牌占主导地位，好市多（Costco）和麦当劳（McDonald’s）进入前五名。
Consumers in Southeast Asia showed support for global brands from different countries, while their counterparts in China and Taiwan showed diverging tendencies. Domestic brands ranked high in China, with Huawei and Haier taking the top two spots. American brands dominated Taiwan's list, with Costco and McDonald's making the top five.
日本品牌在亚洲市场的竞争力正在下降。参与调查的112家日本公司的平均得分仅为2,181分，低于其他国家的同类企业：韩国品牌的平均得分为3,404分，中国公司的平均得分为2,532分。大约一半的日本品牌（49%）的排名出现了下降。
Japanese brands are losing luster across Asia. The 112 Japanese companies in the survey received an average score of 2,181, below the averages for peers from other countries -- including the 3,404 for South Korean brands and the 2,532 for Chinese companies. About half of the Japanese brands - 49% -- saw their rankings fall.
日本汽车品牌是其中的亮点——丰田公司的排名从去年的第八位上升到了第五位，这主要得益于该公司及其产品的出色表现；本田公司则继续保持其在亚洲市场的第六位。在亚洲排名前十的品牌中，还包括电子巨头索尼，该公司在2025年和2026年的排名均为第七位。
A bright spot for Japan was automotive brands, with Toyota climbing to fifth place in Asia from the year-earlier eighth place thanks to high marks for both the company and its vehicles. Honda stayed in sixth place in Asia. The top 10 in Asia also included electronics giant Sony, in seventh place in both 2025 and 2026.
在汽车行业，14家日本品牌的平均得分高于整个行业的平均水平；而在其他行业中，日本公司的表现则不如其所在行业的平均水平。
The 14 Japanese brands in the automotive sector on average scored higher than the sector average. In other industries, Japanese companies fared worse than their sector averages.
在参与调查的12家中国品牌中，有11家的亚洲排名有所上升：电动汽车制造商比亚迪的排名从第81位上升到了第63位，家电制造商海信的排名从第96位上升到了第80位，智能手机品牌小米的排名从第26位上升到了第20位。这些中国品牌在产品质量和设计方面获得了较高的评价。
Of the 12 Chinese brands included in the survey, 11 rose in the Asian ranking. Electric-vehicle maker BYD jumped to 63rd place from 81st, appliance manufacturer Hisense advanced to No. 80 from No. 96, and smartphone brand Xiaomi climbed to 20th place from 26th. They earned high marks for quality and design.