Toyota has once again topped the table for most valuable car marque, according to US consultancy firm Interbrand’s top 100 best global brands of 2019 list.
Placing seventh overall, Toyota’s value surged five per cent from last year to hit $US56.2 billion, putting it behind the top-ranked brands of Apple ($234.2 billion, +9%), Google ($167.7 billion, +8%), Amazon ($125.3 billion, +24%), Microsoft ($108.8, +17%), Coca-Cola ($63.4 billion, -4%) and Samsung ($61.1 billion, +2%).
However, in eighth place – and the highest ranked prestige brand – was Mercedes-Benz, which also jumped five per cent to $50.8 billion, putting the German prestige marque above McDonalds ($45.4 billion, +4%) and Disney ($44.4 billion, +11%).
Toyota and Mercedes-Benz were the only two car brands to land in the top 10, but BMW fell just outside in 11th place with a one per cent jump to $41.4 billion.
The next most valuable brand was Honda in 21st position, increasing three per cent to $24 billion with the likes of Facebook ($39.9 billion), Nike ($32.4 billion), Louis Vuitton ($32.2 billion) and GE ($25.6 billion) sitting between the Japanese brand and BMW.
Nissan, ranking 52nd, is one of only three automotive brands to lose ground this year, dropping six per cent to $11.5 billion, the others being 78th-ranked Kia ($6.4 billion, -7%) and 85th-placed Land Rover ($5.9 billion, -6%).
To assess value, Interbrand not only looks at the company’s recent activities and financial forecasts, but also at the role and strength of the brand in the market.
A number of internal factors, such as commitment and responsiveness, is also taken into consideration, while the brand’s authenticity, relevance and engagement is also tallied in the final result.
Article Source: Cars Guide MagazineOctober 21, 2019 9:03 am