Toyota has once again been named the world’s most valuable car brand according to the annual BrandZ Top 100 Most Valuable Global Brands study. With a ‘brand value’ worth $US29.6 billion, the Japanese carmaker beat other renowned brands like BMW, who came in second, same as last year, and Mercedes-Benz in third place.
The annual BrandZ Top 100 Most Valuable Global Brands ranking was created by Millward Brown Optimor, a unit of Kantar advertising agency. The BrandZ study uses financial data as well as the views of potential and current buyers to calculate brand value. Toyota has landed the coveted top spot among auto brands in seven of the nine years the study has been undertaken.
Brand value is a serious business for carmakers all over the world. A buyer’s perception of a given brand is often a deciding factor in whether or not they make a purchase, and how much more he is willing to pay for his preferred brand.
Toyota’s luxury brand Lexus didn’t make the cut.
World’s most valuable car brands in 2014 in $ billion; rank in top global 100; % value change from 2013
1) Toyota $29.5 — (26) +21
2) BMW $25.7 — (32) +7
3) Mercedes-Benz $21.5 — (42) +1
4) Honda $14.0 — (70) +1
5) Ford $11.8 — (84) (New)
6) Nissan $11.1 — (90) -4
7) Volkswagen $8.4 — (*)
8) Audi $7.0 — (*)
9) Chevrolet $4.9 — (*)
10) Hyundai $4.6 — (*)
(number) = overall top 100 position
(*) = Did not rank in the top 100
Source: Motorauthority