In the annual BrandsZ Top 100 survey conducted by market research company Millward Brown, BMW has moved to the lead when it comes to one of the most valuable auto brands worldwide. The number one slot was previously held by Toyota Motor Corp., but Toyota’s recent trouble with mechanical failure and design flaws has knocked it back to the number two automotive slot (26 among all corporate brands). 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. BMW moved into the top slot despite a nine percent decrease from the previous year. Toyota’s troubles were significant, however, as they dropped 27 percent.
BMW rules, despite Ford’s high climb
Both Ford (19 percent) and German automaker Volkswagen (20 percent) had reasons to cheer about their placement on the BrandsZ Top 100. 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’re “viewed as trustworthy brands with style, global distribution, German engineering and lower prices than prestige.”
Toyota is not the only automotive brand that suffered
The global recession hit luxury auto brands like Mercedes-Benz (11 percent) and Porsche (31 percent) hard also, which played a key role within the overall drop of 15 percent for the top six automakers on the BrandsZ Top 100 survey. The overall drop was larger than that of any industry incorporated in the survey, and bailouts and recalls are the likely explanation.
Top 10 automotive brands on the BrandsZ Top 100
A measure of consumer opinion and corporate performance, the Millward Brown’s BrandsZ Top 100 survey is situated heavily upon international consumer reviews and financials kept by Bloomberg and Datamonitor. 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. Without further ado, here are were the top 10 most valuable auto brands rank on the BrandsZ Top 100:
- BMW $ 21.82— (25)
- Toyota 21.77 billion dollars (ranked 26th
- Honda 14.3 billion (Forty-sixth)
- Mercedes $ 13.74 – (53)
- Porsche 12.02 billion dollars (ranked 65th)
- Nissan $ 8.61 – (86)
- Ford 7.04 billion (not in top 100)
- VW $ 6.99
- Audi 3.62 billion (not in top 100)
- Renault 3.26 billion dollars (out of BrandsZ Top 100)
Resources
BMW has moved to 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
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