Toyota is once again the most valuable automotive brand according to the BrandZ Top 100 Most Valuable Global Brands 2015 study.
The Japanese automotive brand has a value of $28.9 billion (€26.5 billion), ranking first in the auto category and 30th overall. Toyota is followed by BMW, with a brand value of $26,3 billion and Mercedes-Benz, estimated at $21.7 billion.
The top three finishers have significantly bigger brand values than the other automakers in the top 10. Honda ranked 4th ($13.3 billion), followed by Ford ($13.1 billion), Nissan ($11.4 billion), Audi ($10.2 billion), VW ($9.2 billion), Land Rover ($4.9 billion) and Lexus ($4.3 billion).
The BrandZ Top 100 Most Valuable Global Brands 2015 combines measures of brand equity based on interviews with over two million consumers globally about thousands of global “consumer facing” brands. According to BrandZ, consumer perception of a brand is a key input in determining brand value because brands are a combination of business performance, product delivery, clarity of positioning, and leadership.
The study noted that carmakers face “a paradoxical dilemma: their product quality is better than ever, but their brands are increasingly difficult to differentiate.” It’s an interesting point of view, as MillwardBrown analysts added that “reducing the number of chassis used worldwide produced economies of scale and cost savings, but also resulted in sameness of car models.”
In the overall ranking, Apple took first place with a brand value of $246.9 billion, followed by Google ($173.6 billion) and Microsoft ($115.5 billion).