According to the BrandZ Top 100
Most Valuable Global Brands study by market research company Millward Brown, BMW is now the world's most valuable automotive brand, replacing Toyota at the top of the list. However, this isn't BMW's first time in the study's top spot, which it also claimed in 2010.
How has BMW managed to be named most valuable auto brand again? According to Peter Walshe, Millward Brown global brand director, "BMW has been able to effectively communicate what sets it apart from other carmakers, while backing up its message with a "very decent product. As one of the great brands in the world, BMW has been absolutely consistent in the long-term regarding what is meaningfully different about their brand, in highly competitive market places."
Toyota now ranks second, and BMW's main competitors Mercedes and Audi rank 3rd and 8th, respectively. Mercedes-Benz, Volkswagen and Audi were able to rise in the ranking successfully expanding their presence in Asia, especially in China, Walshe said. "The reason these three German brands are doing well is because German cars are benefitting tremendously from exports" to Asia, Walshe said.
World's most valuable car brands in $ billion; rank in top 100; % change from 2011
1. BMW $24.6 -- (23) 10
2. Toyota $21.8 -- (28) -10
3. Mercedes $16.1 -- (46) 5
4. Honda $12.7 -- (65) -11
5. Nissan $9.9 -- (81) -2
6. VW $8.5 -- (95) 15
7. Ford $7.0 -- * -5
8. Audi $4.7 -- 23
9. Hyundai $3.6 -- --
10. Lexus $3.4 -- -7
As for the overall world's top brand ranking? Apple is #1, IBM #2, and Google #3.
Millward Brown measures brand equity based on interviews with more than 1 million consumers globally and an analysis of the financial and business performance of each company using data from Bloomberg and Datamonitor.