Study: Toyota Remains a Top Global Brand; Nissan Makes Major Gain
Toyota remains one of the top 10 brands in the world, according to recent study by Interbrand, a brand consultancy that is part of advertising giant Omnicom Group. The Japanese automaker ranked sixth in Interbrand’s latest brand ranking study. Also newsworthy is that Nissan is one of the most improved brands this year. The list, which highlights the top 100 brands globally, is based on analysis of three factors: financial performance, the role that a brand plays in consumer choice, and a brand’s market strength.
Technology giants Apple and Google are the top performers for a third straight year. Apple maintained dominance with a 43% climb in valuation to $170.3 billion. Microsoft (4) and IBM (5) also made the top five, and Coca-Cola ranked third, although it lost financial clout this year. Rounding out the top 10 global brands are: Samsung (7), General Electric (8), McDonald’s (9), and Amazon (10). Amazon is a top-10 newcomer, with its value increasing 29% from 2014 to $37.9 billion.
Toyota ranks highest among the 15 automotive brands on the list, which has been published for 16 years. The Japanese car company was valued at $49 billion, up 16% from the prior year. German luxury brands BMW (11) and Mercedes-Benz (12) just missed the top 10. BMW’s valuation was up 9% at $37.2 billion, and Mercedes’ valuation rose 7% to $36.7 billion.
Honda (19) moved up a spot, with a 6% gain and valuation of $22.9 billion, while Volkswagen (35) was down from 2014 with its value declining 9% to $12.5 billion. Other automotive brands on the list include: Ford (38), Hyundai (39), and Audi (44)—each moving up one spot from a year ago. Nissan (49) was one of the most improved brands, rising seven slots from 56 in 2014 with its value climbing 19% to $9.08 billion. Following Nissan are Porsche (56), Kia (74), Chevrolet (85), Land Rover (87), and Mini (98), which made the list for the first time with a valuation of $4.2 billion.