In the BrandZ Top 100 annual ranking of the world's most valuable brands for 2011, Toyota Motor Corp. was able to reclaim its position as the world's most valuable auto brand. With an 11% leap in brand value to $24.2 billion, Toyota was successful at outperforming BMW (which held the title last year).
Research company Millward Brown compiled the data for the ranking. According to Peter Walshe, Millward Brown global brand director, the recall crisis that Toyota faced has not affected the confidence of consumers in the company.
Walshe told Automotive News Europe that before the recalls, Toyota was a highly trusted brand and so when it acted responsibly, it was able to bounce back easily. Toyota was named the most valuable auto brand from 2006 until 2009.
Mercedes-Benz’s brand value rose by 12%, allowing it to overtake Honda and rise to the No. 3 spot. Walshe said that the marketing buzz that the Leaf electric car created had helped to boost Nissan’s brand value by 17%. He said that Nissan’s actions have been effective in its aim to be a green leader.
He explained that as Nissan realizes that it is a “challenger brand in most markets,” it is handling its new models differently. Apple leads the 2011 Top 100 ranking. Apple, which has a brand value of $153 billion, grabbed the top spot from Google (last year’s winner), which has a $111 billion brand value.