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Toyota tops list of most valuable auto brands

Value surges by 12 percent


May 23, 2013
by Fleet Management staff

NEW YORK, NEW YORK—Toyota topped the list of the globe’s most valuable brands in 2012. Its brand value surged by 12 percent to US$24.5 billion over the past year, making it one of the biggest movers in the automotive sector.

In the eight years since the BrandZ report was first published in 2006, Toyota was crowned brand value leader in the automotive sector six times, and second on two separate occasions.

The rankings this year are as follows:

  1. Toyota. Value: $24,497 M. Change, year over year: +12%
  2. BMW. Value: $24,015 M. Change, year over year: -2%
  3. Mercedes-Benz. Value: $17,952 M. Change, year over year: +11%
  4. Honda. Value: $12,401 M. Change, year over year: -2%
  5. Nissan. Value: $10,186 M. Change, year over year: +3%
  6. Volkswagen. Value: $8,790 M. Change, year over year: +3%
  7. Ford. Value: $7,556 M. Change, year over year: +8%
  8. Audi. Value: $5,545 M. Change, year over year: +18%
  9. Hyundai. Value: $4,000 M. Change, year over year: +11%
  10. Lexus. Value: $24,015 M. Change, year over year: +2%

Developed for WPP’s operating companies by Millward Brown Optimor, the BrandZ Top 100 Most Valuable Global Brands ranking is now in its eighth year. It is the only study to combine measures of brand equity based on interviews with over two million consumers globally about thousands of global ‘consumer facing’ and business-to-business brands with a rigorous analysis of the financial and business performance of each company (using data from Bloomberg and Kantar Worldpanel) to separate the value that brand plays in driving business revenue and market capitalization.

Consumer perception of a brand is a key input in determining brand value because brands are a combination of business performance, product delivery, clarity of positioning, and leadership. The ranking takes into account regional variations since, even for truly global brands, measures of brand contribution might differ substantially across countries.