Toyota is still the most valuable auto brand in the world, according to a survey of the 100 most valuable brands in 2013 by Intrabrand, a unit of advertising giant Omnicom Group. The Japanese brand ranked 10th overall in the survey, the same ranking it had in 2012. Other auto brands making it to the list are Mercedes-Benz (11th overall), BMW (12th overall) and Honda (20th).
Making significant jumps in the top 100 list are Volkswagen (from 39th to 34th), Ford (from 45th to 42nd), Hyundai (from 53rd to 43rd), Audi (from 55th to 51st), Porsche (from 72nd to 64th) and Nissan (from 73rd to 65th).
Chevrolet surprisingly made it to the 2013 list, ranking 89th overall, becoming the first General Motors brand to be crack the prestigious index, which has been ongoing for around 14 years. Alan Batey, global head of Chevrolet, told The New York Times that "it feels good to hit the list for the first time."
He remarked that it is “a great first step,” noting that they still have a long way to go as there a lot of big brands ahead of Chevrolet in the list.
Batey told the daily that the ranking reflects how GM has been "making a conscious effort to globalize Chevrolet." He quipped that GM markets Chevrolet in 140 countries in ads that play up attributes like "value for money and designs that move hearts and minds."
Sitting at the peak of the list of top 100 brands in world is Apple, jumping from second in 2012. Last year’s No. 1 Coca-Cola dropped to third. At second is Google. The survey measures brands based on financial performance, advertising exposure, consistency, customer understanding, clarity and relevance. Completing the Top 10 are IBM, Microsoft, GE, McDonald's, Samsung, Intel and Toyota.