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BMW Named World’s Most Valuable Auto Brand

Ford, fresh from debt upgrade, 7th among automakers.

by on May.23, 2012

That BMW "spinner" logo is worth billions.

What’s in a brand name?  If it’s the right one the answer is “plenty.”  According to a new survey by Interbrand, which annually tracks the value of major corporate brands, Apple’s brand is worth $182.9 billion.

Apple leads the list in Interbrand’s 2012 BrandZ Top 100 Most Valuable Global Brands Study, followed by IBM, at $116 billion, and Google, at $107.9 billion.  But while they lagged at least an order of magnitude behind, a number of major automakers also landed on the list, starting with BMW, with an estimated brand value of $24.6 billion.  BMW was 23rd overall on the BrandZ list.

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“Brands are an insurance policy for businesses,” said Eileen Campbell, Global CEO of brand research company Millward Brown. “Despite a prolonged period of economic stress, political uncertainty and natural disasters that buffeted brands across many categories, the value of the world’s leading brands keeps rising across many categories, sustaining and nurturing businesses.”


Toyota Tops Among Automakers in New Global Brand Survey

Ford only Detroit maker in Top 100, according to Interbrand.

by on Oct.11, 2011

Despite its problems, Toyota remains the top automotive marque in an annual brand study.

What is a brand name worth?  Lots, according to just about any study you can imagine, at least a well-respected name like Coca-Cola, IBM – or Toyota.

Despite the problems the Japanese maker has had in recent years, it remains the highest-ranked of all automotive brands according to the Interbrands’ Best Global Brand 2011 Report.  The annual study analyzes how individual marques do according to factors such as financial performance, the influence the brand has on consumers’ choices – and the ability of a brand to continue supporting its parent company.

By those measures, the list was topped by Coca-Cola for the 12th year in a row.  But, significantly, seven of the 10 best brands play in the technology sector – including IBM, Microsoft and Google.  And number eight Apple was the top riser in the study, climbing into the Top 10 for the first time with a rise of 58% according to Interbrands’ metrics.

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“Uncertainty is the new status quo, so today’s brands need to be quick and nimble,” remarked Jez Frampton, Interbrand’s Global Chief Executive Officer. “Consistency, relevance and commitment are imperative if a brand is to keep pace in our rapidly changing world.”

While some might question the conclusions of the study, it finds that automakers, on the whole, improved their lot in 2011, due to what a summary suggested was, “remarkable growth in the auto industry, driven primarily by an economic recovery in classic European markets, a resurgence of the US automotive industry and high demand for cars in China.”


BMW Topples Toyota as Most Valuable Car Brand

Safety scandal sours consumers on Japanese maker.

by on Apr.29, 2010

BMW -- its X6M shown here -- has become the world's most valuable auto brand, surpassing Toyota, which has been hurt by its safety scandal.

With consumers increasingly soured by the maker’s ongoing safety scandal, Toyota has been toppled as the most valuable automotive brand in the world, according to a new study, replaced in the top spot, by Germany’s BMW.

Ford and Volkswagen both gained ground in the latest BrandZ Top 100 survey compiled by the market research firm Millward Brown.  But two other German brands, Mercedes-Benz and Porsche, lost ground in the annual study of brand value – which is based on both financial performance and the perceptions of more than 1 million consumers.

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The firm placed Toyota’s brand value at $21.77 million, just slightly behind BMW’s $21.82 million.  Among all companies, the Japanese maker ranked 26, while the German brand came in at 24.  In fact, both companies actually declined in value over the last year, Toyota by 27%, BMW by a more modest 9%.