It appears that Toyota lost another war with Bmw (after Bmw overtook Lexus in premium car sales in the U.S.), as the Bavarian manufacturer is now the world's most valuable automotive brand. According to the BrandZ Top 100 Most Valuable Global Brands study, which was released by market research company Millward Brown, the other big carmakers such as Mercedes-Benz, Volkswagen and Audi also improved their brand value.
Still, Bmw was able to be better than the others and according to Peter Walshe, Millward Brown global brand director, the manufacturer was able to be “absolutely consistent in the long-term regarding what is meaningfully different about their brand, in highly competitive market places”.
For those who don’t remember, Bmw was the most valuable auto brand in 2010, but Toyota was the absolute leader between 2006 and 2009, as well as in 2011. For many of you guys this might not be a problem as we all know that Toyota was affected by the earthquake, tsunami as well as nuclear disasters. The disasters in Japan also affected brand-value rankings of Honda, Nissan and Lexus, but all three remained in the top 10.
Regarding the other three important German manufacturers - Mercedes-Benz, Volkswagen and Audi – they were able to rise in the ranking due to the fact that the expanded their presence in Asia, benefitting tremendously from exports. Hyundai also did well, as the Korean manufacturer entered the top 10. Regarding the 2012 Top 100 ranking, Apple is the leader with benefitting tremendously from exports, while IBM ($116.0 billion) took the second place from Google ($107.9 billion), which is now on the third position.