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Brand Value Report Puts Toyota on Top

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author photo by Jeffrey Archer January 2012
  • Brand analytics firm Interbrand named Toyota today's most valuable automotive brand, placing it 11th overall among global brands.
  • Other highly-ranked automotive brands include Mercedes, BMW and Honda.
  • Volkswagen and Nissan posted the largest gains over last year, with VW rising six spots and Nissan joining the list for the first time.

Not only are automakers Toyota, Mercedes, BMW and Honda today's most valuable automotive brands, they're also among the most valuable overall brands in the world. So says analytics firm Interbrand, whose recently-released 2011 Best Global Brands Report analyzes several factors including financial performance and brand strength to name today's top brands by overall value.  

Toyota finished in 11th place on this year's list, retaining its 2010 ranking after hiking six percent in brand value to more than $27.7 billion. Electronics giant Hewlett-Packard kept Toyota out of the top ten with a brand value of nearly $28.5 billion, while Mercedes finished just behind Toyota in 12th place with an estimated value of more than $27.4 billion. BMW took 15th place in this year's report with a $24.5 billion value, while Honda rounded out automakers in the report's top 20 with a 19th place finish and a brand value of around $19.4 billion.

"Responding to recalls and publicized safety concerns in 2010, Toyota focused on quality and safety," said Interbrand's report of the automaker's leading position among automotive brands. "Changing its leadership structure and creating a new internal reporting system are two measures that should help restore its reputation for outstanding quality control."

But while the top four most valuable automotive brands saw little movement in their positions on the list, several automakers rose considerably compared to their 2010 rankings. Most notable is Volkswagen, whose 14 percent brand value boost increased the automaker's spot on the list by six positions to 47th. Nissan also posted a major gain, joining the list for the first time in 90th position with a value of $3.8 billion.

Other automotive brands named in the report include Ford in 50th place, Audi in 59th, Hyundai in 61st, Porsche in 72nd and Ferrari, which just squeezed on to the list in 99th place. Overall leaders on this year's report included beverage manufacturer Coca-Cola, which has led each of Interbrand's Best Global Brands Reports since the list's inception in 2001, followed closely by IBM, Microsoft, Google and General Electric.

What it means to you: Even in spite of massive recalls, Toyota is still the brand to beat - and Volkswagen is making a charge.

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Brand Value Report Puts Toyota on Top - Autotrader