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TMR Team | May, 21 2013 | 1 Comment

It's musical chairs at the top end of BrandZ's annual Top 100 Most Valuable Global Brands study, but it seems only BMW and Toyota are playing.

Last year it was Toyota toppling BMW in the automotive category, while in 2011 and 2010, it was BMW over Toyota.

The Japanese carmaker is back on top in 2012 however, with its German rival again relegated to second place.

According to the BrandZ survey, which ranks brands based on their dollar value and buyer feedback, Toyota's 2013 brand value rose 12 percent to US$24.5 billion, while BMW's brand value slipped two percent to $24 billion.

The new results are credited to the growing buyer interest in hybrids - including in Australia - with Toyota comfortably holding onto its position as the top marque in the hybrid market.

Conversely, BMW's fall has been attributed to a lack of new-model launches in 2012/2013, compared with years past.

Speaking with industry paper Automotive News, Millward Brown brand director pointed to Toyota's dominance in the hybrid market as the main driving factor in its success.

"Toyota is carving out a very big position in hybrids across its range, which is tapping into the consumer need for value by saving fuel cost," Walsh said.

"Its hybrids are reinforcing the experience of the brand, and in so doing, Toyota continues to magnify what is special and different about it."

Elsewhere in the charts, Mercedes-Benz, Audi and Hyundai brands have improved by double-digit percentages this year, compared with 2012.

Merc's brand value increased 11 percent to $18 billion, while Audi grew 18 percent to $5.5 billion - thanks largely, BrandZ says, to demand in the US and China.

Staying in the top 10 will mean aggressively pushing top-shelf features down into volume-selling models, with buyer expectations growing each year.

"Brands must continue to meet the expectations they raised in 2012 for improved quality and luxury features at all price points, helping them to attract younger customers and cultivate a future clientele," Walshe said.

Overall, technology giant Apple remains, yet again, the most value brand in the world with a brand value of $185.1 billion - up from $182.9 billion in 2012.

Google, with a brand value of $113.7 billion, stole second place from IBM, its brand valued at $112.5 billion.

 

WORTHY BRANDS

World's most valuable car brands in $ billion; rank in top global 100; % value change from 2012

1. Toyota $24.5 -- (23) +12
2. BMW $24.0 -- (24) -2
3. Mercedes $18.0 -- (43) +11
4. Honda $12.4 -- (71) -2
5. Nissan $10.2 -- (86) +3
6. VW $8.8 -- 3 (100) +3
7. Ford $7.6 -- (*) +8
8. Audi $5.5 -- (*) +18
9. Hyundai $4.0 -- (*) +11
10. Lexus $3.5 -- (*) +2
(number) = overall top 100 position.
(*) = Did not rank in the top 100

 
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