By on October 5, 2015

 

image from volkswagen

Interbrand’s annual survey of Top 100 Brands lists Toyota as the most valuable car company (No. 6) with BMW and Mercedes-Benz the next most-valuable brands at Nos. 11 and 12, respectively. Volkswagen’s brand declined 9 percent, according to the survey, down to No. 35.

Mini entered the list for the first time at No. 98. Nissan was among the list’s significant gainers, gaining 19 percent and moving up to No. 49 on the list.

Apple was listed No. 1, ahead of Google and Coca-Cola. Apple’s brand value was estimated by the survey at $170 million.

According to Interbrand, automotive and technology companies comprised more than one-third of the total value of the brands listed in the top 100.

Among the automakers included on the list:

• Toyota (No. 6)
• BMW (No. 11)
• Mercedes-Benz (No. 12)
• Honda (No. 19)
• Volkswagen (No. 35)
• Ford (No. 38)
• Hyundai (No. 39)
• Audi (No. 44)
• Nissan (No. 49)
• Porsche (No. 56)
• Kia (No. 74)
• Chevrolet (No. 85)
• Land Rover (No. 87)
• Mini (No. 98)

The survey’s methodology calculates the financial performance of the brand, the brand’s overall influence and the profit potential of the brand.

[Image: Volkswagen]

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19 Comments on “Interbrand: Toyota Most Valuable Car Brand, Volkswagen Sinks...”


  • avatar
    Laughing Lion

    Only $170 million for the Apple brand? Incredible.

    Incredible that you don’t proof-read your articles before you post them, that is.

    • 0 avatar
      Signal11

      Eh, I give the author a pass because he doesn’t really comprehend what he’s reading. At the very least, it doesn’t show in the writing, otherwise, we wouldn’t be getting gems like, “Volkswagen’s brand declined 9 percent, according to the survey, down to No. 35.”, which implies VW lost 9% of its ranking as opposed to 9% of its brand value, which caused a drop to 35.

      Editing, what is it?

    • 0 avatar

      The graphic at the Interbrands site says 170,276$M. According to the video on methodology, the figure is the value of the brand to the company’s business results. Also, I believe that figure uses European notation where the comma is a decimal point, hence $170 million. I think that’s the only way to read it. I would think that the total value of the Apple brand to the company would be more than 25% of the market cap, currently at $631B.

      • 0 avatar
        RideHeight

        You made much more sense of that website than I.

        Something resembling a text explanation of their methodology and its justification would have been appreciated but they’re marketers in an age of engineered illiteracy.

      • 0 avatar
        Signal11

        Interbrand’s own press release at the following address clearly states that they mean $170.276 billion.

        http://interbrand.com/?newsroom=interbrand-releases-2015-best-global-brands-report

        • 0 avatar

          I didn’t find the part of their website devoted to the brand report particularly intuitive. There’s no link to that press release, for example.

          • 0 avatar
            Signal11

            I just typed in “interbrand value” and the Interbrand press release was the very first Google news hit.

            While agree with you that their website leaves much to be desired in terms of its UI and that you’re covering for the author, the incorrect information is still up on the article/post.

      • 0 avatar
        wsn

        “Also, I believe that figure uses European notation where the comma is a decimal point, hence $170 million. I think that’s the only way to read it. I would think that the total value of the Apple brand to the company would be more than 25% of the market cap, currently at $631B.”

        You are contradicting yourself. You first believe it’s $170M and then believe it’s more than 25% of $631B.

  • avatar
    SCE to AUX

    Lego beat out Chevrolet. Hey, where’s Tesla?

    http://interbrand.com/best-brands/best-global-brands/2015/ranking/

  • avatar
    Lou_BC

    financial performance of the brand

    the brand’s overall influence

    the profit potential of the brand

    2016 Headline:

    VW falls from Interbrand list.

  • avatar

    Will this scandal cause people to stop buying Volkswagen and buy Toyota instead bumping Toyota back to the #1 biggest automaker

  • avatar
    VoGo

    Not to sound like DW, but it’s interesting to see that the ‘Standard of the World’ is missing from the Top 100. Kia, Nissan and Mini all make the list, but Cadillac is nowhere to be found. A sad day in their hip SoHo HQ, I suspect.

  • avatar
    Lou_BC

    VoGo – MacDonald’s was #9 and KFC at #68 so there is hope for Cadillac.

  • avatar
    haroldingpatrick

    KFC has had to go with the flow of the modern world, but the bucketful of 11 herbs and spices are still there for the old school fried chicken lovers to enjoy. I can only imagine the obscenities and associated sh*tfit that the Colonel would have when sampling the current mashed potatoes and gravy – I’m sure he is spinning in a cemetery somewhere in Kentucky.

  • avatar
    TrailerTrash

    Am I the only one getting a little fed up with these endless polls?
    Especially this time of season when political polls ring my line twice a day.
    Considering the ONLY polls that matter are those that use votes, by ballots or purse, and considering the huge stunning failures of polls in just the recent 2 years throughout the world…why does anybody get them print time?
    They were ridiculously wrong twice in Greece this past year. Completely off in the United Kingdom and dreadful in our own own national elections. Just terrible.Horrible!
    Yet they get news time every day.
    Are we so starved for real news that we need poll filler material?
    The most popular cars are the ones sold the most.
    Simple.

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