Toyota Only Automaker Among Top 10 Global Brands
September 28, 2009
Toyota Motor Corp. remains one of the world's best brands, according to the 2009 edition of 
the now heavily anticipated list of the top 100 global brands generated by international brand consultant Interbrand.
Toyota was the only automaker to crack the top 10 on Interbrand's list, coming in at No. 8. Toyota's performance does represent a decline, however, from its place as No. 6 on last year's Interbrand list.
Although Toyota is the only maker to achieve a Top 10 position on the list, automakers are better represented in the top 20: Mercedes-Benz placed No. 12 (down from No. 11 in 2008), BMW is No. 15 (losing two places from last year's rank of No. 13) and Honda scored a No. 18 rank, improving from its No. 20 position in 2008.
One has to travel halfway down the Interbrand list of the top 100 global brands to find Ford at No. 49, the same position it occupied last year.
The remaining automotive companies on the list include: Volkswagen at No. 55 (down from No. 53); VW's Audi brand at No. 65 (improving from No. 67); Hyundai at No. 69 (improved from last year's No. 72); Porsche at No. 74 (jumping one position from No. 75 last year); Ferrari at No. 88 (improving from No. 93 in 2008); and Lexus at No. 96, dropping from No. 90 last year.
Coca-Cola once again topped the list, as it has done for the past seven years.
Calculating a brand's value, Interbrand estimates the worth of the Toyota brand declined 8 percent from last year to about $31.3 billion; almost all of the brands in the list's Top 10 also had values that declined. Interbrand estimates the value of the Mercedes-Benz brand slid 7 percent, as did BMW and Honda's.
The value of all automotive brands on the list, which the exception of Ferrari's flat performance, were calculated by Interbrand to have dropped in 2009, with Lexus' 12 percent decline leading the group. Ford's brand is estimated to have declined in value by 11 percent to about $7 billion.
The entire list of Interbrand's Top 100 global brands can be found at the company's Web site. -- Bill Visnic, Senior Contributing Editor
Posted by Michelle Krebs at 9:01 AM under Companies , Toyota | Comments (0) | digg this | Seed Newsvine
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