BMW Tops All Automakers In The BrandsZ Top 100
In the annual BrandsZ Top 100 survey conducted by market research company Millward Brown, BMW has moved into the lead when it comes to the most valuable auto brands worldwide. The number one slot was previously held by Toyota Motor Corp., but Toyota’s recent trouble with mechanical failure and design flaws has knocked it back into the number two automotive slot (26 among all corporate brands). Peter Walshe, the global brand director at Millward Brown, expects the setback for powerhouse Toyota to be only temporary. A nine percent decrease in value from 2009 means that BMW backed into the top spot, leaving the door open for Toyota once they recover from their current problems. Toyota’s problems were significant, however, as they dropped 27 percent.
BMW is king, but Ford is gaining fast
Not to be outdone, Ford and Volkswagen increased in value significantly according to the BrandsZ Top 100, to the tune of 19 and 20 percent, respectively. For Ford, Walshe is certain that their recent technological advancements (voice control, improved emission-handling and social media triumphs) were responsible for the increased showing. Speaking of the success of VW and Audi, a Millward Brown press release attributed the rise to the fact that the German carmakers are “viewed as trustworthy brands with style, global distribution, German engineering and lower prices cialis dosage information than prestige.”
Toyota isn’t the only automotive brand that suffered
Luxury automotive brands like Mercedes-Benz (11 percent) and Porsche (31 percent) also took significant brand value hits, which is part of why the combined value of the six automakers that made BrandsZ Top 100 is down 15 percent overall. The overall drop was larger than that of any other industry included in the survey, and bailouts and recalls are the likely explanation.
Top 10 auto brands worldwide by value
The Millward Brown’s BrandsZ Top 100 is based upon a combination of consumer interviews and corporate performance as derived from Bloomberg and Datamonitor records. Overall, Google stands atop the list with $ 114 billion in brand value, while IBM ($ 86 billion) and Apple ($ 83 billion) round out the tech trio. Take a look at where the top 10 automakers in terms of brand value place on the BrandsZ Top 100:
- BMW 21.82 billion dollars (ranked 25th)
- Toyota 21.77 billion dollars (ranked 26th
- Honda $ 14.30 – (46)
- Mercedes $ 13.74 – (53)
- Porsche $ 12.02 – (65)
- Nissan 8.61 billion (Eighty-sixth)
- Ford $ 7.04 – (did not rank)
- Volkswagen 6.99 billion dollars (out of BrandsZ Top 100)
- Audi $ 3.62
- Renault $ 3.26
Article Resources
BMW has moved into the lead
http://www.autonews.com/apps/pbcs.dll/article?AID=/20100428/COPY01/304289884/1254
Millward Brown’s BrandsZ Top 100
http://www.millwardbrown.com/Libraries/Optimor_BrandZ_Files/2010_BrandZ_Top100_Report.sflb.ashx
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