Toyota’s Brand Value Rises, Volkswagen’s Falls
Toyota’s brand value is estimated to be worth $49 billion. This according to Interbrand’s annual estimation of the world’s top 100 brands. This valuation moves Toyota up to number six overall on the list, and Toyota remains the world’s most valuable automotive brand. Toyota moved up two spots since last year and its brand value increased by about $7 billion.
Jez Frampton, Interbrand’s global chief executive officer, commented on the brand rankings, saying, “The Best Global Brands report examines what it takes for brands to succeed in today’s hyper-fragmented world. As people demand immediate, personalized and tailored experiences, business and brands need to move at the speed of life. Many of the brands in this year’s Top 100 are so intuitively aligned with people’s priorities that they are able to seamlessly integrate into their everyday lives.”
Toyota is followed by BMW at number eleven, which has a brand value of $37 billion. Toyota is not only the top automaker on the list, it is also the highest-ranked company not founded in the United States. Apple, Google, Coca-Cola, Microsoft, and IBM are the top companies for brand value in order from one to five.
Not surprisingly, Volkswagen has dropped from 31st place to 35th. Its worst ranking in three years. Though still an impressive showing, the former global auto sales leader's value is less than a third of Toyota’s at $12 Billion. (VW goes back and forth with Toyota in total global sales units) Honda, tiny by an auto-sales comparison, is ahead of VW.
Graphic courtesy of Interbrand.