Survey ranks Toyota the tenth best brand in the world, closely followed by Mercedes-Benz and BMW.
Toyota has retained the top spot for automotive brands after being named the most valuable car marque in the world in a survey of the top 100 brands by research company Interbrand.
In the 2012 Best Global Brands top 100 list Toyota placing tenth overall, rising one place compared to 2011’s rankings. The company’s brand value was judged to be $30.3 billion, an increase of nine per cent.
The next top automotive brand was Mercedes-Benz, which also rose one spot to 11th and had its brand value increase to $30.1 billion – up 10 per cent. Fellow German luxury maker BMW jumped from 15th place in 2011 to 12th this year, with an increase of 18 per cent to a $29.1 billion brand value.
While the three highest ranking car brands all posted strong percentage gains, Nissan was the biggest improver among the car makers. It rose from 90th spot last year to 73rd in 2012, and the Japanese car maker’s brand value leaped by 30 per cent to $4.96 billion.
This year there were 12 car makers in the hunt, with fast-growing South Korean brand Kia joining the fray, jumping into the list in 87th spot. Its maiden appearance outranked Ferrari, which remained in 99th position, stable compared to its 2011 ranking.
Kia’s sister brand Hyundai continued to rise through the rankings, jumping from 61st position to 53rd, with a brand value of $7.5 billion – up 24 per cent. Ford, Volkswagen, Audi and Porsche all made gains on their 2012 positions.
Honda was the only car brand to slip down the rankings, falling from 19th last year to 21st in 2012. Its brand value dropped by 11 per cent to $17.3 billion.
The Best Global Brands list comes up with the brand rankings by looking at the financial performance of the product or service, how influential the brand is in customers’ decision making processes, and how the brand can leverage its position to make a profit, which then affords each brand a monetary value.
The results from Interbrand contradict findings published by BrandZ earlier this year which put BMW ahead of Toyota and Mercedes-Benz.
Of the non-automotive brands, Interbrand named Coca-Cola in the number one spot – as it was last year, but the gap between the soft drink maker and its competitors is narrowing. Apple ranked in second position, up from eighth last year, while IBM (3), Google (4) and Microsoft (5) each slipped down a spot.
Top ranking car brands
- Toyota (10th overall; brand value $30.23bn; +1 position)
- Mercedes-Benz (11th; $30.1bn; +1 position)
- BMW (12th; $29.1bn; +3 positions)
- Honda (21st; $17.3bn; -2 positions)
- Volkswagen (39th; $9.3bn; +8 positions)
- Ford (45th; $8.0bn; +5 positions)
- Hyundai (53rd; $7.5bn; +8 positions)
- Audi (55th; $7.2bn; +4 positions)
- Porsche (72nd; $5.2bn; no change)
- Nissan (73rd; $5.0bn; +17 positions)
- Kia (87th; $4.1bn; new entry)
- Ferrari (99th; $3.8bn; no change)