Twelve years on the trot, the Toyota badge is again the automotive world’s most valuable, according to the annual Interbrand survey of global brands.
Finishing sixth behind Apple, Google, Coca-Cola, Microsoft and IBM, Toyota’s estimated brand value rose 16 percent to US$49.04 billion, leading the charge for a number of automotive brands that saw marked improvement over last year’s results.
Nissan was the top improver, its brand value rising a huge 19 percent to a new US$9.08b, climbing from 56th position in 2014 to 49th in the 2014 results.
German giant Volkswagen saw its brand value drop, however, falling nine percent to US$12.54b for a new ranking of 35th among the world’s overall top brands. That result is a step back from its 2014 showing, with the Volkswagen brand – excluding the larger Volkswagen Group’s subsidiary marques – achieving a value gain of 23 percent to US$13.7b over 2013, climbing from 34th to 31st.
It’s good news elsewhere, however, with the BMW brand growing nine percent to US$37.21b, following Toyota in 11th place. Mercedes-Benz follows closely, improving by seven percent to US$37.71b to hold down 12th.
The Honda brand, which is well known not only in the automotive realm but also for its motorcycles, outboard motors and various power tools, follows in 19th position with a six percent gain for a new value of US$22.97 billion.
Ford, Hyundai and Audi continue their tight fight at 38th, 39th and 44th, improving one place each against the 2014 chart. The brands saw value gains of six percent (US$11.57b), eight percent (US$11.29b) and five percent (US$10.32b) respectively.
Further down the ladder is Porsche (12 percent, $US8.05b), Kia (five percent, US$5.66b, Chevrolet (two percent, US$5.13b), Land Rover (14 percent, US$5.10b) and Mini, a new entrant in the top 100 with a brand value of US$4.23b at 98th position.
Interbrand’s valuations are based on three key components: an analysis of the financial performance of the branded products or services, analysis of the role the brand plays in purchase decisions, and analysis of the brand’s competitive strength.
Interbrand’s top Automotive brands for 2015:
87. Land Rover
Interbrand’s top 10 brands for 2015: