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4/5/2007
An international report has named Toyota as the world's most valuable automotive brand, calculated at US$33.4 billion (A$40.7 billion). Market researcher Millward Brown Optimor (MBO) said Toyota's ability to deliver on the promise of corporate social responsibility had helped its brand value increase by 11 per cent over the past 12 months. "Toyota's success in marketing its hybrid model Prius contributed to its positive brand image and its continued leadership in the automotive sector," MBO said.
Joanna Seddon, MBO's New York-based executive vice-president, cited the strength of Toyota as a highlight of the report. "Its kaizen policy of continuous improvement has taken it to a level beyond where anyone can get, both in manufacturing and in consumer insight," she said. MBO said brand value is the financial value of a brand, defined as the sum of all earnings that a brand is expected to generate. Its report said a company's brand is often its most valuable intangible asset and a major source of shareholder value. Research, including financial information and interviews with consumers around the world, establishes the portion of a company's intangible earnings attributable to brand alone. MBO then projects future brand value based on market valuations, the brand's risk profile and its growth potential. The only new brand to break into the automotive top 10 this year was Lexus with a brand value calculated at US$5.4 billion (A$6.6 billion). Top ten automotive brands 2007
(previous year's ranking in brackets) 1. (1) Toyota ($33.4 billion)
2. (2) BMW ($25.8 billion)
3. (3) Mercedes ($17.8 billion)
4. (4) Honda ($15.5 billion)
5. (7) Porsche ($13.4 billion)
6. (5) Ford ($12.6 billion)
7. (6) Chevrolet ($11.2 billion)
8. (8) Nissan ($11.2 billion)
9. (9) Volkswagen ($7.0 billion)
10. (11) Lexus ($5.4 billion) Brand value in US dollars Source: Millward Brown Optimor, 2007 |
