Global car company brand valuation: Toyota Motor is still the leader

Interbrand, a brand strategy consultant and design company, recently released the “Best Brand Report 2011 in the World”. It points out that while Toyota's production and sales have declined, its brand value is still second to none among car companies.

Interbrand evaluates corporate brand value in three ways: first, the financial performance of the brand's products or services; second, the brand's role in the procurement decision process; and third, the brand's ability to maintain the company's profitability. Toyota Motor is ranked 11th in the overall report and is in the championship position in the automotive industry. Among the top 100 brands in the industry, the car companies occupy 12 seats.

The brand values ​​of the 12 car companies (including motorcycles) were: Toyota's $27.764 billion; Mercedes Benz $27.445 billion; BMW $24.554 billion; Honda $19.431 billion; Volkswagen's $8.857 billion; Ford $7.483 billion; Audi 61.771 Billion U.S. dollars; Hyundai Motor’s 6.05 billion U.S. dollars; Porsche’s 4.580 billion U.S. dollars; Nissan’s 3.819 billion U.S. dollars; Ferrari’s 3.591 billion U.S. dollars; and motorcycle manufacturer Harley Davidson 3.512 billion U.S. dollars.

The absolute value of the Toyota Motor brand this year is lower than the US$34,450 million in 2008 and the US$32,070 million in 2007, but it is up from the US$26,192 million in 2010. In contrast, the highest-value brand in the industry is still Coca-Cola, with an estimated value of $71.861 billion.

Interbrand’s brand assessment consultants stated that Toyota Motor’s strong resilience has increased brand value by 6%. The report pointed out: "Although Toyota is also facing internal crisis (2010 quality out of control) and external crisis (Japan's super earthquake), but still forge brands from two aspects of safety and quality, improved its management structure, and the global leader The automobile environmental protection business adds investment."

Another Japanese car maker, Nissan Motors, ranked 90th among the top 100, and has returned to the “Best Global Brand Report 2011” list since 2007. The report said: "In the aftermath of the earthquake in Japan in March this year, Nissan adjusted its inventory faster than its competitors, showing good flexibility in both the company and the country in the face of predicament, thereby enhancing the brand value."