No Automakers Among Top 10 Global Brands
By Michelle Krebs July 9, 2008By Bill Visnic
The 2008 ranking of the 100 most prestigious global brands says no automaker has earned a spot in the list's top ten. In 2007, Toyota Motor Corp. was recognized as the globe's No. 10 brand.
There are several competing "top brand" lists, each using different methodology, but the Brandz Top 100 Most Powerful Brands, this year conducted with Britain's Financial Times newspaper and market research and consulting firm Milward Brown, seems to be the most recognized. This year's list is topped by Google and is dominated by multinational powerhouse corporations, of course, but Toyota has dropped out of the Brandz top ten - falling two places to No. 12 overall.
General Motors Corp., which last year fought Toyota to a virtual tie for the title of the world's best-selling automaker, does not appear in the Brandz Top 100 Most Powerful Brands; its Chevrolet division appears at No. 69, just behind Ford Motor Co. at No. 68.
Although no automaker broke into the ranking's top 10, a total of nine automakers appear on the Brandz 100 list. The automakers in this year's Brandz ranking (and the company's ranking on the overall list):
• Toyota (12)
• BMW (17)
• Porsche (28)
• Mercedes-Benz (36)
• Honda (37)
• Nissan (59)
• Ford (68)
• Chevrolet (69)
• Volkswagen (96)
The positioning of BMW, Porsche and Mercedes-Benz will make spirited dinner discourse for
aficionados of the vaunted German automakers, and Volkswagen's trailing position, at No. 96, also is cause for reflection, as is the fact no American auto brand appears before Ford's No. 68. Brands such as Home Depot (No. 40), Target (No. 46) and financials such as Morgan Stanley (No. 63) and Wachovia (No. 67) appear before Ford.
Brandz says the top 10 global brands are, in order: Google, GE, Microsoft, Coca-Cola, China Mobile, IBM, Apple, McDonalds, Nokia and Marlboro.
The entire Brandz Top 100 Most Powerful Brands ranking can be seen in PDF form at: http://www.millwardbrown.com/Sites/Optimor/Media/Pdfs/en/BrandZ/BrandZ-2008-Report.pdf
LEAVE A COMMENT
I went to their website, above. Harley Davidson is #72, ferkrineoutloud-behind even Colgate (#71)!
They explain their methodology in their 30-page .pdf list. By the way, all of the car brands were beat out by Marlboro(#10), which these days has got to be among the least displayed logos anywhere- but everyone reading this can visualize it.
ADD A COMMENT