Another year, another victory to Toyota in the annual brand value rankings published by marketing group Interbrand.
For more years than any of us have fingers to count, Toyota has ruled the list of the world's most valuable automotive brands – while rubbing shoulders with the world's most valuable brands, full stop.
Toyota's pre-eminence would seem obvious, given it is the best-selling vehicle brand in the world. However, financial performance is only one criteria in Interbrand's analysis. The other key points are: the role the brand plays in purchase decisions (its reputation), and analysis of the brand’s competitive strength (the things it does uniquely).
In 2018, as it did in 2017, Toyota ranked seventh on the list overall. Ahead of it, predictably, were Apple in first place, followed by Google, Amazon, Microsoft, Coca-Cola and Samsung.
In the automotive category specifically, Toyota and Mercedes-Benz were followed by BMW (13), Honda (20), Ford (35), Hyundai (36), Nissan (40), Volkswagen (41), Audi (42), Porsche (52), Kia (71), Land Rover (78), Ferrari (80), Mini (90), and Subaru (100).
Interestingly, Subaru's entrance at 100 sees it displace Tesla, which made its first appearance in the chart last year, at 100.
Toyota's brand value – again, not its actual worth as a company – is assessed at US$53 billion, riding on traits of relevance, authenticity and presence. (You can dive deep on the meaning of those points right here.)
Mercedes-Benz is close behind at US$48 billion, with BMW further behind at US$41 billion.
At the other end of the list, Subaru's brand value is pegged at US$4.2 billion. And, interestingly – if not surprising for those clued into the global landscape – Mazda, although a top-selling brand in Australia, is not in sight.