Toyota retained its title as the world’s most valuable car brand in a new ranking, holding off BMW and Mercedes-Benz. Tesla, meanwhile, entered the top 10 for the first time, indicating the rising challenge traditional automakers face from industry disruptors.
Toyota’s brand value rose 2 per cent to $US29.5 ($F61.63)billion, according to the BrandZ Top 100 most valuable global brands study released recently by market researcher Millward Brown.
Toyota gained by continuing its emphasis on improving the customer’s experience and by consistently raising its value benchmark, Peter Walshe, Global BrandZ director at Millward Brown, told Automotive News Europe.
“From the customer’s experience, Toyota is a highly valued brand that continues to innovate,” Mr Walshe said.
“That is its strength and why it continues to generate such high volumes.”
Toyota has been No. 1 in nine of the 11 years the study has been carried out.
The BrandZ Top 100 most valuable global brands was developed by Millward Brown. The study combines measures of brand equity based on interviews with more than two million consumers globally using data from Bloomberg and Kantar Worldpanel.
High-value automotive brands
World’s most valuable car brands in billions; rank in top global 100; per cent value change from 2015
* Toyota $29.5 ($USF61, 63) (28) +2
* BMW $26.8 ($USF54, 32) (33) +2
* Mercedes-Benz $US22.7 ($F45,96) (39) +4;
* Honda $US13.2 ($F27,16) (74) -1;
* Ford $13.1 ($F27) (75) 0;
* Nissan $US11.5 (92) ($F22,98) +1;
* Audi $US9.5 ($F18, 80) (*) -6;
* Land Rover $US4.7 ($F8,35) (*) -5;
* Porsche $US4.4 ($F8) (*) (**) and
* Tesla $US4.4 ($8) (*) (**)
(*) Did not rank in the top 100 global brands
(**) Did not rank in the top 10 most valuable car brands in 2015
Source: Millward Brown
The BrandZ Top 100 most valuable global Brands was developed by Millward Brown’s Optimor Division.
The study combines measures of brand equity based on interviews with more than two million consumers globally using data from Bloomberg and Kantar Worldpanel.
This article was sourced from www.autonews.com
