The annual survey of the world’s most valuable brands by Interbrand has placed Toyota at the head of the automotive class.
Toyota was eighth-ranked overall, lagging such global tech giants as #1 Apple, second-place Google — and third-ranked Coca-Cola. Interbrand estimated this week the combined value of the list automotive companies appearing on the Best Global Brands ranking increased by 14.6% compared to the 2013 list, in what turned out to be something of a record year for the automotive sector.
Three of the five “Top Risers” hailed from the automotive sector, Interbrand reported.
The top 13 automotive brands on the annual Interbrand list included Toyota, at number one, its value increasing by20%. Next was Mercedes-Benz at the number 10 spot overall, and gaining, 8% in its brand value. It was followed by BMW at 11th, its brand value up 7%.
Other automakers on the list included:
- Honda, at #20, with a 17% gain;
- Volkswagen #31, +23%,
- Ford #39, +18%,
- Hyundai #40, +16%,
- Audi at #45, +27%,
- Nissan #56, +23%,
- Porsche #60, +11%,
In something of a surprise, Kia ranked 74th, well ahead of 82nd-place Chevrolet, with gains of 15% and 10% respectively. Land Rover. at #91, was a new addition, rounding out the automotive portion of the most valuable brand list.
Interbrand, one of the world’s top branding consultancy, has ranked Toyota as the most valuable automotive brand since 2004. One reason for the Japanese giant’s strong position is its leadership in green technology development. Since the launch of its first-generation Prius 17 years ago, Toyota has sold a total 3.2 million units of the vehicle globally, Interbrand noted.
The Best Global Brands study is Interbrand’s annual report on the world’s most valuable corporate marques. Interbrand’s method looks at the ongoing investment and management of the brand as a business asset, taking into account financial performance, the role of brand in the purchase decision process, and the strength of the brand.
Toyota also ranked 26th on the annual list of the most valuable brands compiled by BrandZ, a subsidiary of the London-based WPP communications Group. Google was ranked as the most valuable brand overall, followed by Apple, IBM, Microsoft and McDonalds. BMW ranked 32, while Mercedes-Benz ranked 42 just ahead of Subway, while Honda placed at number 70 on the list. Nissan was 90 out of 100, while Ford, with its Blue Oval logo, ranked 84th.
Ford’s ranking represented an achievement since it was new to the BrancZ Top 100 list, and its value jumped 56 %, according to the survey results.