Toyota is yet again the most valuable among global automotive brands, ahead of Mercedes-Benz or BMW, in the latest edition of the survey that track the 100 most valuable brands of the world.
Consumer electronics maker of iPhones, Apple, tops the list of the world’s most valuable brands in 2013, according to Intrabrand, a unit of advertising giant Omnicom Group, coming from second place in 2012. Coca-Cola lost its leading position and even dropped behind internet giant Google, placing third.
The survey, which reached its 14th edition, uses brand measurements based on financial performance, advertising exposure, consistency, customer understanding, clarity and relevance.
What’s beneath the three company has had little changes since 2012, with IBM, Microsoft, GE, McDonald’s, Samsung, Intel and Toyota making up the rest of the Top 10. Toyota placed the same – No. 10 – as in 2012, while Chevrolet joined the list for the first time at No. 89, a first for any General Motors brand.
“It feels good to hit the list for the first time,” said Alan Batey, global head of Chevrolet. “It’s a great first step, but we’ve got a long way to go. There are a lot of big brands in front of us.”
Mercedes-Benz kept for the second year in a row its 11th position, moving one position since 2011 and 2010. BMW, followed its German arch rival, placed right behind in the 12th spot, while in 2011 and 2010 was only in the 15th position.
Via Automotive News