In the annual BrandsZ Top 100 survey conducted by market research company Millward Brown, BMW has moved to the lead when it comes to the most valuable auto brands worldwide. BMW’s rise takes them above Toyota, who was damaged considerably by recent scandals over mechanical defects. Some including Millward Brown Global Brand Manager Peter Walshe believe that this is only a temporary setback for Toyota. BMW moved to the top slot despite a nine percent decrease from the previous year. By contrast, Toyota’s brand value dropped a whopping 27 percent over the very same period.
BMW rules, despite Ford’s high climb
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. Walshe said that Ford’s exciting new technology – from voice control to better emissions standards and exciting social media – played a large role in their surprising success on the survey. Speaking of the success of VW and Audi, a Millward Brown press release attributed the rise to the fact the German carmakers are “viewed as trustworthy brands with style, global distribution, German engineering and lower prices than prestige.”
Toyota isn’t really the only automotive brand that suffered
Brands like Mercedes-Benz and Porsche also dropped significantly, which comes as no surprise when one considers that the top six automakers on the BrandsZ Top 100 took a 15 percent nosedive as a whole. That decrease was the largest noted in any sector, likely indicative of negative perception associated with government bailouts and large car recalls.
Top 10 automotive brands on the BrandsZ Top 100
Millward Brown’s BrandsZ Top 100 is based on a lot more than 1 million global consumer interviews and business performance analysis extrapolated from Bloomberg and Datamonitor data. Google, IBM and Apple sit atop the prestigious survey, with brand values ranging from $ 114 billion to $ 83 billion. Without further ado, here are were the top 10 most valuable auto brands rank on the BrandsZ Top 100:
- BMW 21.82 billion dollars (ranked 25th)
- Toyota $ 21.77 – (26)
- Honda $ 14.30 – (46)
- Mercedes-Benz 13.74 billion (Fifty-third)
- Porsche 12.02 billion dollars (ranked 65th)
- Nissan 8.61 billion dollars (ranked 86th)
- Ford 7.04 billion dollars (out of BrandsZ Top 100)
- VW $ 6.99
- Audi 3.62 billion dollars (out of BrandsZ Top 100
- Renault 3.26 billion (not in top 100)
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
No comments:
Post a Comment