| 3 May |
BrandsZ Top 100 Names BMW Most Valuable Auto Brand |
BMW has risen to the top of the Millward Brown BrandsZ Top 100 survey, making BMW the most valuable automobile brand on earth, reports AutoNews.com. Toyota Motor Corp. had been the leader the year before in the annual poll, but their recall troubles and travails in Congress knocked them back to the number two spot among automakers (26th overall). While Millward Brown Global Brand Director Peter Walshe believes Toyota will bounce back next year on the BrandsZ Top 100, BMW AG will enjoy its position for as long as possible. A nine percent decrease in value from 2009 means that BMW backed into the top spot, leaving the door open for Toyota once they recover from their current problems. By contrast, Toyota’s brand value dropped a whopping 27 percent over the same period.
BMW is king, but Ford is gaining fast
Not to be outdone, Ford and Volkswagen increased in value significantly according to the BrandsZ Top 100, to the tune of 19 and 20 percent, respectively. Walshe attributes Ford’s success to technological innovations like voice-controlled systems, improved emission control and a strong social media presence. Along with Audi, VW made a fine showing because they are “viewed as trustworthy brands with style, global distribution, German engineering and lower prices than prestige.”
Toyota isn’t the only automotive brand that suffered
Luxury automotive brands like Mercedes-Benz (11 percent) and Porsche (31 percent) also took significant brand value hits, which is part of why the combined value of the six automakers that made BrandsZ Top 100 is down 15 percent overall. The 15 percent drop is the largest in any sector on the survey, thanks to bailouts and recalls.
The top 10 most valuable auto brands in the world
Millward Brown’s BrandsZ Top 100 is based on more than 1 million global consumer interviews and business performance analysis extrapolated from Bloomberg and Datamonitor data. Overall, Google stands atop the list with $ 114 billion in brand value, while IBM ($ 86 billion) and Apple ($ 83 billion) round out the tech trio. Take a look at where the top 10 automakers in terms of brand value place on the BrandsZ Top 100:
- BMW 21.82 billion (Twenty-fifth)
- Toyota 21.77 billion dollars (ranked 26th
- Honda $ 14.30 – (46)
- Mercedes-Benz 13.74 billion (Fifty-third)
- Porsche 12.02 billion dollars (ranked 65th)
- Nissan 8.61 billion dollars (ranked 86th)
- Ford 7.04 billion dollars (out of BrandsZ Top 100)
- Volkswagen 6.99 billion dollars (out of BrandsZ Top 100)
- Audi 3.62 billion dollars (out of BrandsZ Top 100
- Renault 3.26 billion dollars (out of BrandsZ Top 100)
Article Sources
BMW has moved into the lead
http://www.autonews.com/apps/pbcs.dll/article?AID=/20100428/COPY01/304289884/1254
Millward Brown’s BrandsZ Top 100
http://www.millwardbrown.com/Libraries/Optimor_BrandZ_Files/2010_BrandZ_Top100_Report.sflb.ashx