Millward Brown, a market brand research unit, has released the Top 100 BrandZ report. The latest news is that Bayerischen Motor Werke (BMW) has replaced Toyota Motor Corporation as the world’s most valuable car brand. Toyota had remained on the top between 2006 and 2009. 2010 top rank went to BMW. Toyota had snatched it back in 2011. BMW is back in the reckoning in the top spot now.
Over the last few years, the top most hundred valuable global brands as listed by BrandZ have seen a tug of war between Toyota and BMW. At present, BMW has surpassed Toyota Motor Corporation as the most valuable international automotive brand.
As per the BrandZ Top Hundred Most Valuable Global Brands study released by Millward Brown, Mercedes Benz, Audi and Volkswagen have done better and improved with their brand value.
BMW has remained consistent in the long run by being one of the greatest brands in the international car market scene. BMW has remained distinct with its technology and customer support in connection with its brand in competitive markets. BrandZ has gone on to laud BMW’s slogan of being the `ultimate driving machine’.
Toyota has also come clean with its brand image and a focus on value and dependability. BrandZ has made it clear that Toyota’s drop is more as a result of its bottom line rather than its brand awareness. The figures for Toyota during the last year have put it into the slightly grey area. The German car makers, Audi and Mercedes Benz have seen a rise in their brand value on account of their strong growth in Europe and Asia. Like Toyota Motor, Nissan and Honda have also slipped with their brand values as Japanese car makers. Hyundai, though, got a ninth spot in the Top List and this is the first time that a Korean car maker has featured in the top ten car brands. Ford Motor Company was the sole United States car maker also to feature in the top ten.
Toyota has perhaps felt the influence of the earthquake and the tsunami. The disasters in Japan also had a negative influence on the status of Honda and Nissan. In the overall list, the top three places have gone to BMW, Toyota and Mercedes Benz respectively. The reasons why the German car makers have done well is because they have gained tremendously from their exports, particularly to the Asian markets. The reason why Hyundai has done well is because its brand value has gained importance from its global consumers who are looking out for style and quality at a lesser expense than that offered by the premium brands.
Millward Brown has measured brand equity after interviewing more than one million consumers worldwide and then analyzing the business and financial health of each company. The source data has been used from Datamonitor and Bloomberg.
The top ranking brand company in the world is once again Apple. The second and third place has gone to IBM and Google respectively. Millward Brown has singled out one main reason for BMW emerging as the top car brand. It is their effective communication strength which has an edge over the other car makers.
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