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TIGER PRODUCTIONS
Toyota has officially lost its title of the world’s most valuable car brand. According to the BrandZ Top 100 Most Valuable Global Brands study, published by market research company Millward Brown, that coveted distinction now belongs to BMW once again. Other German brands including Mercedes-Benz, Volkswagen and Audi also dramatically improved their standing in the latest rankings.
BMW has been able to effectively communicate what sets it apart from other automakers, while backing up its message with a high-quality product. For those reasons, BMW took the top place in the rankings. Although Toyota is still among the world’s best brands, the tsunami and nuclear disasters that affected all Japanese automakers last year negatively affected the automaker’s brand-value ranking.
“Toyota is certainly seen as a good value, very reliable and very trustworthy, which are all tremendous qualities, especially for mid-range buyers,” said Peter Walshe, Millward Brown global brand director. “The problem with Toyota has to do with its financials, not brand, due to the disasters, which were clearly out of its control.”
German brands saw tremendous success in the latest rankings partly due to their success in Asia. Additionally, Korean automaker Hyundai has steadily risen to the top ten for the first time due to the improving quality and style of its products.
Aside from automotive brands, the 2012 Top 100 most valuable brands list is topped by Apple, IBM, and Google.
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