It’s that time again where a marketing firm issues its report on the most valuable brands in the world, and according to the 2019 BrandZ Top 100 Most Valuable Global Brands list, it’s Toyota that retains its position at the very top spot again (for the seventh consecutive year).
The Japanese carmaker had a brand value amounting to USD29.151 billion in 2019, although this represents a 3% decline from what was recorded in 2018. Similarly, Mercedes-Benz, which came in second place, saw a 9% dip in its brand value to USD23.355 billion.
Mercedes-Benz only had a slight advantage over BMW, as the Munich-based carmaker’s brand value stood at USD23.326 billion (-9% from 2018). Meanwhile, Honda (USD11.749 billion), Ford (USD11.211 billion) and Nissan (USD10,554) were in close proximity to occupy the fourth, fifth and sixth positions.
Further down the list, we find Tesla in seventh (USD9.285 billion), followed by Audi (USD8.556 billion) and Volkswagen (USD6.707 billion). A new addition to the list is Porsche, which rounds up the top 10 with a brand value of USD5.817 billion. Overall, the brand value of the car category saw -7% year-on-year change, with a total brand value of USD139.7 billion.
Keep in mind that the top 10 list mentioned above is specific to the car category. However, when compared to other non-automotive brands on the complete 100-brand list, only Toyota, Mercedes-Benz and BMW were present.
The BrandZ valuation process involves calculating and combining two important elements, namely financial value and brand contribution. The former is determined by the proportion of the total dollar value of the parent company that can be attributed to the brand in question, considering both current and projected performance.
From there, brand contribution quantifies the quantifies the proportion of this financial value that is directly driven by a brand’s equity. This is the ability of the brand to deliver value to the company by enticing consumers to choose the brand over others or pay more for it, based purely on perception, without price promotions or prominent displays.
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Haha! John says Toyota is the worst, but Toyota still earns millions of sales and awards
Same with this Mario guy who says Nissan is the worst, but Nissan are in Top 6 most valuable car brand
Hello, Toyota costs more than Proton. People can only afford Proton cos their cars are cheaper
Nissan is the best car brand in the world. They can make budget cars like Sylphy and also supercars like GTR
Proton is good, but Perodua is better. Perodua sells more cars than Proton
And yet Toyota didn’t win COTY awards in its own backyard. So shameful.
Nothing to be shameful about that. Which is more important: earning some award, tapi tarak dapat profits, or selling millions of cars around the globe and earning profits?? lolol
Selling to the lowest denominator can earn profits too which is what Toyota (& Perodua) aimed at, but only accolades showed the true value and appreciation by customers & auto industry. Toyota failed miserable in that regards, taking care of profits and not their customers’ interests.
Local no ppl want that fancy award, that only syiok sendiri, the brand still cannot sell here.
In terms of automotive involvement Ali Group tops all.
Geely, mana Geely?
Tak lama lagi Geely masuk list le tu…5-10tahun
Geely part of Mercedes-Benz group. is No.2
At 2nd place with overall better brand intrinsic value.
Forget Toyota. LOL.
Here in bolehland Honda is the real Number 1. Correct or not Paul Tan sir?
Kia is the best, Toyota design like for uncle
As i said, toyota have good RV
This list simply shows those companies who are the best at squeezing profits from their customers lol
If we added Audi, VW and Porsche together, VW Group control the most valuable automotive brand! it is over 31 billions!