Toyota Remains Most Valuable Auto Brand: Study

Toyota Remains Most Valuable Auto Brand: Study

Toyota remains on top of the automotive world in terms of total brand value, with the Japanese company coming in at $26 billion dollars.

While safety recalls, earthquakes and tsunamis caused Toyota’s value to fall in the past two years, Brand Finance is reporting that the Toyota brand is back at the top of all other automakers.

“Toyota has worked hard to rebuild consumer confidence, restoring its reputation for reliability, whilst introducing stylish new designs and advertising campaigns for models such as the Aygo that appeal to a younger demographic,” said David Haigh, founder and CEO of Brand Finance.

Toyota is followed closely by three German automakers in the second, third and fourth spots: Volkswagen, BMW and Mercedes-Benz respectively.”German car brands reputation for reliability and engineering prowess at all price points have brought them success in all areas of the industry,” said Haigh. Rounding out the top five is American automaker Ford.

Brand Finance also points out that Ferrari is the worlds most powerful brand, with a AAA+ rating. The brand, valued at $3.6 billion, features excellent brand strength thanks to measures such as brand affection, loyalty and profitability. “Despite a fall in European sales overall, the luxury car segment is booming, demonstrating the power of ultra strong brands like Ferrari in tough economic times” said Mr Haigh.

 [Source: Brand Finance]

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