BMW Overtakes Toyota as World's No. 1 Car Brand
#1
04-28-2010 | 03:23 PM
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BMW Overtakes Toyota as World's No. 1 Car Brand
From autoevolution.com:
BMW has overtaken Toyota in the annual ranking of the world’s top brands, BrandZ Top 100 - a survey compiled by the market research company Millward Brown. BMW has thus become the world’s most valuable auto brand, as the Japanese automaker is currently hit by the recall campaign.
“It is likely that Toyota's brand has suffered further in recent months, but it is a strong brand and is trying hard to overcome the damage through a major communications campaign. All of our evidence shows that strong brands are much more likely to recover from a crisis," said Peter Walshe, global brand director, in a telephone interview for the Automotive News.
BMW’s brand value declined 9 percent compared to the 2009 ranking to just over $21.8 billion, according to the study. Toyota's brand value dropped 27 percent to just under $21.8 billion. But Ford and Volkswagen improved their brand value. In Ford’s case, the increase in brand value was helped by the company's investment in high-tech innovations such as its Sync voice activated electronics control system, and in new technologies such as emission control, as well as by the smart use of social media. Ford boosted its brand value by 19 percent to $7 billion.
Volkswagen increased its brand value by 20 percent to just under $7 billion, while Audi improved 2 percent to $3.6 billion. “Both carmakers are viewed as trustworthy brands with style, global distribution, German engineering and lower prices than prestige makes such as BMW and Mercedes,” Millward Brown said in a statement.
Mercedes-Benz, however, saw its brand value decline by 11 percent to $13.7 billion, while Porsche's brand value fell also 31 percent to $12 billion. The Top 100 ranking is led by Google, with brand value of $114 billion, followed by IBM at $86 billion and Apple at $83 million.
“It is likely that Toyota's brand has suffered further in recent months, but it is a strong brand and is trying hard to overcome the damage through a major communications campaign. All of our evidence shows that strong brands are much more likely to recover from a crisis," said Peter Walshe, global brand director, in a telephone interview for the Automotive News.
BMW’s brand value declined 9 percent compared to the 2009 ranking to just over $21.8 billion, according to the study. Toyota's brand value dropped 27 percent to just under $21.8 billion. But Ford and Volkswagen improved their brand value. In Ford’s case, the increase in brand value was helped by the company's investment in high-tech innovations such as its Sync voice activated electronics control system, and in new technologies such as emission control, as well as by the smart use of social media. Ford boosted its brand value by 19 percent to $7 billion.
Volkswagen increased its brand value by 20 percent to just under $7 billion, while Audi improved 2 percent to $3.6 billion. “Both carmakers are viewed as trustworthy brands with style, global distribution, German engineering and lower prices than prestige makes such as BMW and Mercedes,” Millward Brown said in a statement.
Mercedes-Benz, however, saw its brand value decline by 11 percent to $13.7 billion, while Porsche's brand value fell also 31 percent to $12 billion. The Top 100 ranking is led by Google, with brand value of $114 billion, followed by IBM at $86 billion and Apple at $83 million.
#2
04-29-2010 | 10:59 PM
TS BMW Forums
Joined: Sep 2008
Posts: 3,144
From: Rochester Hills, MI
Thanks for posting, Alex. This is very interesting news.
BMW replaces Toyota as most valuable global car brand
Japanese carmaker hit by recall campaign, study shows
Paul McVeigh
Automotive News | April 28, 2010 - 12:01 am EST
BMW AG has overtaken Toyota Motor Corp. as the world's most valuable automotive brand, an annual ranking of the world's top brands showed.
Ford Motor Co. and Volkswagen AG improved their brand value, according to BrandZ Top 100, a survey compiled by the market research company Millward Brown.
Peter Walshe, Millward Brown global brand director, said he believes Toyota will bounce back after the automaker's massive recall campaign started to hit its brand value toward the end of 2009.
“It is likely that Toyota's brand has suffered further in recent months, but it is a strong brand and is trying hard to overcome the damage through a major communications campaign," Walshe said in a telephone interview. "All of our evidence shows that strong brands are much more likely to recover from a crisis."
BMW brand's brand value declined 9 percent compared with the 2009 ranking to just over $21.8 billion, according to the study. Toyota's brand value dropped 27 percent to just under $21.8 billion.
Technology boost for Ford
Walshe said Ford's increase in brand value was helped by the company's investment in high-tech innovations such as its Sync voice activated electronics control system, and in new technologies such as emission control, as well as by the smart use of social media.
“Our studies show that investing in technologies that benefit the consumer pays off," Walshe said.
Ford boosted its brand value by 19 percent to $7 billion
Volkswagen increased its brand value by 20 percent to just under $7 billion while Audi improved 2 percent to $3.6 billion.
“Both carmakers are viewed as trustworthy brands with style, global distribution, German engineering and lower prices than prestige makes such as BMW and Mercedes,” Millward Brown said in a statement.
Mercedes, Porsche suffer
Luxury carmakers lost brand value as the economic crisis hit their sales during 2009.
Mercedes-Benz, the world's No. 4 most valuable brand according to the study after third-placed Honda Motor Corp., saw its brand value decline 11 percent to $13.7 billion. Porsche's brand value fell 31 percent to $12 billion.
As a result of a depressed market in countries such as the United States and Europe, the combined value of the six car manufacturers in the top 100 ranking decreased by 15 percent, more than any other market sector.
The Top 100 ranking is led by Google, with brand value of $114 billion, followed by IBM at $86 billion and Apple at $83 million.
Millward Brown measures brand equity based on interviews with more than 1 million consumers globally and an analysis of the financial and business performance of each company using data from Bloomberg and Datamonitor.
Worthy brands
World's most valuable car brands in $ billion; rank in top 100
1. BMW $21.82-- (25)
2. Toyota $21.77 -- (26)
3. Honda $14.30 -- (46)
4. Mercedes $13.74 -- (53)
5. Porsche $12.02 -- (65)
6. Nissan $8.61 -- (86)
7. Ford $7.04 -- *
8. VW $6.99 --
9. Audi $3.62 --
10. Renault $3.26 --
* Did not qualify for the top 100
Source: Millward Brown
Source: http://www.autonews.com/apps/pbcs.dl...#ixzz0mXoLdfcJ
BMW replaces Toyota as most valuable global car brand
Japanese carmaker hit by recall campaign, study shows
Paul McVeigh
Automotive News | April 28, 2010 - 12:01 am EST
BMW AG has overtaken Toyota Motor Corp. as the world's most valuable automotive brand, an annual ranking of the world's top brands showed.
Ford Motor Co. and Volkswagen AG improved their brand value, according to BrandZ Top 100, a survey compiled by the market research company Millward Brown.
Peter Walshe, Millward Brown global brand director, said he believes Toyota will bounce back after the automaker's massive recall campaign started to hit its brand value toward the end of 2009.
“It is likely that Toyota's brand has suffered further in recent months, but it is a strong brand and is trying hard to overcome the damage through a major communications campaign," Walshe said in a telephone interview. "All of our evidence shows that strong brands are much more likely to recover from a crisis."
BMW brand's brand value declined 9 percent compared with the 2009 ranking to just over $21.8 billion, according to the study. Toyota's brand value dropped 27 percent to just under $21.8 billion.
Technology boost for Ford
Walshe said Ford's increase in brand value was helped by the company's investment in high-tech innovations such as its Sync voice activated electronics control system, and in new technologies such as emission control, as well as by the smart use of social media.
“Our studies show that investing in technologies that benefit the consumer pays off," Walshe said.
Ford boosted its brand value by 19 percent to $7 billion
Volkswagen increased its brand value by 20 percent to just under $7 billion while Audi improved 2 percent to $3.6 billion.
“Both carmakers are viewed as trustworthy brands with style, global distribution, German engineering and lower prices than prestige makes such as BMW and Mercedes,” Millward Brown said in a statement.
Mercedes, Porsche suffer
Luxury carmakers lost brand value as the economic crisis hit their sales during 2009.
Mercedes-Benz, the world's No. 4 most valuable brand according to the study after third-placed Honda Motor Corp., saw its brand value decline 11 percent to $13.7 billion. Porsche's brand value fell 31 percent to $12 billion.
As a result of a depressed market in countries such as the United States and Europe, the combined value of the six car manufacturers in the top 100 ranking decreased by 15 percent, more than any other market sector.
The Top 100 ranking is led by Google, with brand value of $114 billion, followed by IBM at $86 billion and Apple at $83 million.
Millward Brown measures brand equity based on interviews with more than 1 million consumers globally and an analysis of the financial and business performance of each company using data from Bloomberg and Datamonitor.
Worthy brands
World's most valuable car brands in $ billion; rank in top 100
1. BMW $21.82-- (25)
2. Toyota $21.77 -- (26)
3. Honda $14.30 -- (46)
4. Mercedes $13.74 -- (53)
5. Porsche $12.02 -- (65)
6. Nissan $8.61 -- (86)
7. Ford $7.04 -- *
8. VW $6.99 --
9. Audi $3.62 --
10. Renault $3.26 --
* Did not qualify for the top 100
Source: Millward Brown
Source: http://www.autonews.com/apps/pbcs.dl...#ixzz0mXoLdfcJ
#6
04-30-2010 | 09:48 AM
AMGFanatic
Joined: Feb 2008
Posts: 15,965
From: MonteCarlo
Yes me too, I thought about where is Audi in the list
#7
04-30-2010 | 10:56 AM
Teamspeed Pro
Joined: May 2009
Posts: 3,885
From: Maryland
These lists are just foobar anyway. they make up their statistics as they go. What is the Mercedes Brand? How is that value calculated?? Mercedes belongs to Daimler Benz and is not its own company, same for Audi etc.... Daimler Benz is the largest truck manufacturer in the world after buying most of Toyota's truck operations years ago. So what is the car brand value? Does BMW include their motorcycles? BMW is nowhere close in value compared to Mercedes Benz as a company, so what is this car brand value????
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