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.
“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.”