Subaru Corporation is moving up in the world and was just awarded a place on Interbrand’s 2018 Best Global Brands Report. The Japanese automaker has never been on the Interbrand list and barely sneaks in with a top 100 ranking of #100. Subaru gets the award as the newly-redesigned 2019 Forester makes its dealer launch.
The award measures brand strength and the companies potential lever of growth. Interbrand says Subaru Corp who is a niche automaker and makes all-wheel-drive vehicles, has three top-performing factors earning them a place on the list.
The first lever of strength is the brand’s Clarity. This is what the brand stands for in terms of its values, positioning, and proposition. It’s also about target audiences, customer insights, and drivers. We see this in the brand’s successful “Love” advertising campaign.
The second lever is Authenticity. Interbrand says Subaru Corp is soundly based on internal truth and capability. They have a defined story and a well-grounded value set. The automaker can deliver against the high expectations that customers have of them. We can see this in Subaru’s core values of safety, all-wheel-drive, and the Boxer engine.
The third lever of strength is Engagement. This measures the degree to which customers show a deep understanding of active participation in, and a strong sense of identification with the brand. Subaru vehicles like the WRX STI, Forester, and Crosstrek have a cult following among their owners. Subaru helps create this with Subie Festivals around the country.
Subaru Corp joins other large automakers like Toyota (#7), Mercedes Benz (#8), BMW (#13), Honda (#20), Ford (#35), Hyundai (#36), Nissan (#40), Volkswagen (#41), Audi (#42), Porsche (#52), Land Rover (#78), and Ferrari (#80). Subaru joins newcomers Chanel (#23), Spotify (#92), Hennessy (#98), and Nintendo (#99).
Subaru has created a brand image that’s about building all-wheel-drive vehicles with a “go-anywhere“ attitude, developed for people with active lifestyles, cars that are reliable, and a company that cares about the same issues their customers are concerned about. Subaru gets the award as the all-new fifth-generation flagship 2019 Forester hits dealer showrooms.
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Photo credit: Subaru USA