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Old 23rd August 2007, 09:58   #1
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Default Best Global Brands and Best Automotive Brands

Business Week and Interbrands come out with an annual brand valuation and reputation survey each year. This year's and previous surveys can be found here.

Interbrand: Best Global Brands 2007

In 2007, the best 10 global brands are:
1. Coca-Cola
2. Microsoft
3. IBM
4. GE
5. Nokia
6. Toyota
7. Intel
8. McDonald's
9. Disney
10. Mercedes Benz.

Among the auto makers, the best brands in 2007 are:

The first figure is rank amongst auto brands, and the second in brackets is overall rank

1 (6) Toyota
2 (10) Mercedes-Benz
3. (13) BMW
4. (19) Honda
5. (41) Ford
6. (54) Volkswagen
7. (68) Audi
8. (72) Hyundai
9. (75) Porsche
10. (92) Lexus
11. (98) Nissan

Obviously, Porsche and Lexus would be low because of the units sold which are less than say Toyota or GM. But amongst the full-range automakers, there is no GM, Chrysler, and Nissan is a lowly 11.

Another thing to note is the trend in ranking over time which shows which brands have built value and which have destroyed it. The following table shows the same figures for 2003. After the name is the percentage change in brand value from 2003-07.

1. (10) Mercedes-Benz +22%
2. (11) Toyota +65%
3. (14) Ford -56%
4. (18) Honda +20%
5. (19) BMW +50%
6. (42) Volkswagen -10%
7. (89) Nissan +23%

There were only 7 auto companies in the top 100 in 2003. What can be seen is that Hyundai, Lexus, Porsche, and Audi have broken into the top 100. GM remains out of top 100.

Amongst the brand value creators, amongst the Japs, while Toyota and Honda have gained the most, Nissan has only posted modest gains. As is to be expected, Ford has lost brand value, but so has VW.
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Old 23rd August 2007, 22:51   #2
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Originally Posted by vasudeva View Post

Another thing to note is the trend in ranking over time which shows which brands have built value and which have destroyed it.
6. (42) Volkswagen -10%

As is to be expected, Ford has lost brand value, but so has VW.
VW has lost its brand value because of its severe reliability issues in its Mark 4 vehicles and probably because of high pricing as well. Shell out a few more $$ and you could buy a Mercedes/BMW/AUDI which have more car per dollar as opposed to a VW.
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Old 1st July 2013, 16:47   #3
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Default Re: Best Global Brands and Best Automotive Brands

Automotive News- Europe has released the TOP 25 Global brands (MAY 2013)

1. Toyota
2. Volkswagen
3. Ford
4. Chevrolet
5. Hyundai
6. Honda
7. Nissan
8. Kia
9. Fiat
17. Suzuki

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Old 9th October 2015, 07:15   #4
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Default 2015 Global Brand Rankings - 15 Automakers in Top 100

Best Global Brands 2015
Interbrand proclaim themselves to be the world's leading brand consultancy, and they've released the 2015 edition of their global brand rankings. In the top 100 global brands, there are 15 automakers:
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Quoting excerpts from Autocarpro.in's article:
Toyota Motor Corp has topped the automotive brands for this year. Toyota’s brand value grew by 16% to continue leading the automotive sector while continuing to maintain its Top 10 position from last year. It is the fourth consecutive year for Toyota to be ranked in the Top 10 and the record high sixth spot versus eighth in 2014.
BMW is at #11 this year, followed by Mercedes-Benz (#12) and Honda (#19).
The Volkswagen brand, in the light of the recent emissions scandal, has taken a beating and is the sole automotive brand to fall in brand value by 9 percent.
Nissan is the fastest-rising automotive brand in this year's study. It is ranked 49, up from 56 in 2014 and 90 from the company's inaugural appearance on the list in 2011.
While the Tata Motors-owned Land Rover is at #87 with a growth of 14% in brand value to US$ 5,109m, the sole two-wheeler brand is Harley-Davidson, ranked 79 in the Top 1000.
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Best Indian Brands 2014
While Interbrand have not yet released the 2015 edition of Indian brands, looking at the 2014 edition there are 5 automotive companies and conglomerates that have an automotive division.
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Old 9th October 2015, 09:21   #5
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Default Re: 2015 Global Brand Rankings - 15 Automakers in Top 100

Another agency doing rankings for very little practical application and using a very vague, inconsistent method of valuation of brands.

One look at the brand-value column shows that the rankings are based purely off the 'calculated value' or something which when simply explained - the ability of the company to command a premium based on the goodwill of the brand-name thus allowing them to earn super-profits. The finance people take this as intangible asset, so to speak, but its very important to know that this value cannot be considered or realised until & unless the brand is sold off. Lets analyse the proper intangible assets, things like patents & trademarks, people (specialist personnel exclusive to the company), manufacturing techniques/training etc which can certainly be arrived at a price by determining an agreeable premium vis-à-vis companies which do not possess these intangible assets & also how the end consumers value the products as a result of these intangible assets.

Brand value per se amounts to nothing but goodwill, but over time it is now being included into the books as something of fixed value, as we can already see in this example above its easy for this "asset" to take a beating in an instant as in the case of VW, which may further decline as the months pass. A company with very little competition and in a powerful industry like Exxon-Mobil can survive even amidst controversies as demand will not fall. As of now such brand positioning can be only used as a marginal indicator of popular perception which is volatile in nature.
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