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Toyota Makes List of Top 10 Most Valued Global Brands

10/5/2012
Twelve automotive brands, led by Toyota, rank among the world's top 100 brands, up from 11 auto brands a year ago, according to a recent report from Interbrand, a major global brand consulting company, based in New York City. The value of each brand in the annual report is based on its financial performance, in addition to the role and strength of the brand. Ford is the only American auto brand to make the list, while the automotive brand newcomer on the list this year is Kia.

Toyota, one of the top 10 performers, moves up in the rankings to No. 9 from No. 10 and is valued at $30.3 billion--9% higher than a year ago. The business publication Automotive News said Interbrand's report praised Toyota for bouncing back stronger than expected after last year's earthquake and tsunami in Japan, and also lauded its Prius C campaign inspired by the popular board game "Game of Life."

In the overall rankings, Toyota is followed by luxury brands Mercedes-Benz (11) and BMW (12). Mercedes-Benz moves up this year and is valued at $30.1 billion--up 10% from a year ago, while BMW also moves up on the list and is valued at $29.1 billion--up 18%. Kia joins the group for the first time this year and ranks No. 87 with a value of $4.1 billion. Other automotive brands among the notable 100 are, in respective order: Honda (21); Volkswagen (39); Ford (45); Hyundai (53); Audi (55); Porsche (72); Nissan (73); and Ferrari (99).

Among automotive brands, Nissan made the biggest gain from last year and is valued at $4.97 billion--30% higher than in 2011. All of the automotive brands, except for Honda, improved or retained their rankings from last year. VW and Hyundai moved up the most in the rankings. One more related brand, motorcycle manufacturer Harley-Davidson, also makes the list and ranks 96 with a value of $3.9 billion--up 10% from 2011.

This year, Coca-Cola leads all world brands with a value of $77.8 billion--up 8% from 2011. Rounding out the top 10 global brands in the report this year are: Apple, which is the top riser with a value of $76.6 billion--up 129%, followed respectively by IBM; Google; Microsoft; GE; McDonald's; Intel; and Samsung. Other cross-industry newcomers to the top 100 this year are: Facebook (69); Ralph Lauren (91); and Master Card (94).

In defining a brand, the company's Global Chief Executive Jez Frampton points out, "A brand is a living business asset, a concept, a feeling, a differentiating promise that grows, evolves, and will never die as long as is kept alive in the minds of people." Interbrand is a division of Omnicom Group Inc., one of the largest advertising and marketing groups in the world.

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