BMW knocks off Toyota as most valuable brand | CarAdvice

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BMW knocks off Toyota as most valuable brand

By David Zalstein |
FIND DEALS

BMW has taken top spot as the world’s most valuable automotive brand bumping off Toyota in the BrandZ Top 100 Most Valuable Global Brands study.

The results of the annual ranking of the world’s top brands by market research company Millward Brown show a 10 per cent rise in BMW’s brand equity was enough to knock the Japanese manufacturer down to second position.

The two brands have long battled for supremacy with BMW proving most valuable in 2010 following Toyota‘s reign from 2006-2009 and last year’s 2011 title.

Millward Brown says the Toyota and Honda brands suffered the most from supply disruptions due to the Fukushima nuclear accident in Japan and flooding in Thailand but that Toyota regained some of the trust lost during the uncontrolled acceleration problems of two years ago that was eventually attributed to driver error.

Millward Brown measures brand equity based on interviews with more than one million consumers globally and an analysis of the financial and business performance of each company using data from Bloomberg and Datamonitor.

Other brands to make an impression were Hyundai in ninth, entering the BrandZ ranking for the first time, and Volkswagen at sixth, whose continued ability to deliver a premium image at a competitive price saw a 15 per cent increase.

Apple led the 2012 Top 100 list with a brand value of $182.9 billion ahead of IBM at $116.0 billion and Google with $107.9 billion.

Millward Brown notes, “The car industry faces future demographic challenges. Increased urbanisation may reduce dependence on cars as people turn to public transportation or car sharing arrangements to reduce traffic and pollution. Also, among the socially networked youth, cars become less necessary for staying in touch with friends. For them, cars do not define personal status as they did for their parents.”


 

  • theillestlife

    go apple!

  • Smart US

    id dispute this – since Toy is selling for much less than BWM how does this justify the fact of lot more cars sold for Toy???

    • AndyGF

      The report has nothing to do with sales… Its an achievement for BMW as a brand.

      What this report basically attempts to quantify can be summed up like so; If BMW built a car like a corolla, it had the same specs as a corolla, was priced like a corolla as was as available as a corolla, the BMW would probably outsell the toyota corolla.

      IE: its brand value is worth more to the one million consumers queried. I dont take any stock in surveys but I suppose its interesting result never the less, though hardly surprising if you ask me.

      Pretty good for any company considering I still know people who complain that it was BMW fault their (still adolescent) parents house was bombed in 1942… ^_^

      • Smart US

         …FakeBook just released first shares believed to be worth of $38 per share… after few days trading its worth $32 per share – thats loss of about 15%… if this is opinion of being worth – especially in USA – then good luck to you AndyGirlFriend… and believe what you want to believe – but keep it as a secret

        • AndyGF

          Huh? Where did it or I say BMW’s brand value had anything to do with stock market prices?

          Oh Wait… PMSL! when I said “…I dont take stock…”, it means that I dont actually care, its got nothing to do with the ‘stock market’.

          • Smart US

            when did i say that had to do with stock… i gave example (fresh one) on hypothetical value of the company in share value… BMW is the same hypothetical value of the company/Brand… especially this coming from USA hypothetical value… AndyGirlFriend check your hypothetical values before entering verbal market

          • Tom

            You’re not making any sense dude. AndyGF made sense to me.

          • Edward

            Share prices do not directly represent a company’s brand value. The prices are affected by a number of factors that investors consider when they decide to buy or sell a company’s stock.

            As someone with a business degree the article is very relevant, and i doubt someone on the internet who doesnt make it a habit to punctuate sentences properly can show much merit in disputing that.

      • F1MotoGP

         Spot on. Check my blog and that website.

  • Imo

    I’m curious how they work this one out…what’s the equation?
    Is it mainly based on perceptions & desirability?Mercedes, Toyota, VW are all bigger & richer than BMW.

    • F1MotoGP

       I was wondering too. I search the net and I find the website.

      http://www.millwardbrown.com/BrandZ/Top_100_Global_Brands.aspx

    • F1MotoGP

       There is 13 different categories.
      1 Value, 2 Renewal, 3 Relevance, 4 Reputation, 5 Reimagine, 6 Brand contribution, 7 Personality, 8 Harder BRIC’s, 9 Disruption, 10 Technology, 11 Digital, 12 Health and Wellness, 13 Entitlement. Check on website 2012  BrandZ Top 100 Report.

  • Golfschwein

    Good result for BMW and well deserved, I reckon.

    • Bill

      Agreed, BMW and Toyota are both very good brands that deserve recognition. :)

  • Ffg

    So it takes a Tsunami, nuclear crisis & earthquake for BMW to beat Toyota..

    Good job

    • AndyGF

      What has brand value got to do with disasters, sales, stock or production?

      In fact, if you believe the nobel prize winners, ALTRUISM would mean of those 1 million servey takers would feel sorry for toyota and bump them up… But instead they thought BMW was better?

      Good job…

      • Sakdjfhlajdhfladfladf

        I think in the article it mentioned ”Millward Brown says the Toyota and Honda brands suffered the most from supply disruptions due to the Fukushima nuclear accident in Japan and flooding in Thailand but that Toyota regained some of the trust lost during the uncontrolled acceleration problems of two years ago that was eventually attributed to driver error.” 

        So from what is said here, I think that disasters does have an affect on brand value. 

      • Smart US

        dear AndyGirlFriend – you seems to suffer most of “What has brand value got to do with disasters, sales, stock or production?”…

      • JooberFPVGT

        Well its part of the criteria as F1 suggested above, 9 Disruption and 11 Health and Wellness, so it does.

        Not only that but you could also say people tend to remember the bad things over good things when it comes to feedback. I’m sure there are many who have been surveyed probably forgot about Toyota’s woes with those disasters and just think Toyota is being slack.

      • AndyGF

        I suppose you un-compassionate people make a good point; If a estimated 10 percent decrease in stock production looses toyota 10 percent brand value…

        We can therefore conclude; toyota is ONLY worth the NUMBER of cars they can produce.

        ^_^ But we all knew that already…

      • AndyGF

        I suppose you un-compassionate people make a good point; If a estimated 10 percent decrease in stock production looses toyota 10 percent brand value…

        We can therefore conclude; toyota is ONLY worth the NUMBER of cars they can produce.

        ^_^ But we all knew that already…

  • Keithheron9

    I think it means BMW drivers have small dicks

    • D987

       That’s what Great Wall/Kia/Hyundai/Chery drivers would like to think.

    • Tom

      I reckon you drive a Toyota.

  • Sakhuas

    Who really cares about pollution..

    New cars are very clean, in fact they’re actually very good for environment modern petrol cars

    • Sydlocal

      There are a quite a few cars now where in places like LA for example the tailpipe emissions are actually cleaner than the air the engine breathes in! A Porsche 911 is an example of this. ….and yes, I heard it from more sources than just Top Gear! ;-)

  • Sakhuas

    Toyota logo looks very nice

  • ABCDEFG

    Ford prawns all coz Ford is the most recognised car brand in Aus.

    • Sydlocal

      Doesn’t seem to help them sell their cars though…

  • Barry

    Well done to BMW.Make great cars,also great advertising campaign at the moment.

  • Ap9631

    its all irrelevant to me i’m just waiting for the rav4 to arrive in Aus. with the 2.2 litre turbo diesel