BMW is world’s ‘most valuable’ auto brand

UPDATED: 28/05/2012BMW has toppled Toyota to become the world’s most valuable automotive brand, according to the authoritative BrandZ report released this week.

In its seventh annual study, research firm Millward Brown has calculated that BMW’s brand value has grown 10 per cent in the past 12 months to be now worth a claimed $US24.6 billion, ranking it 23rd overall in the ‘Top 100 Most Valuable Global Brands’ report.

Unsurprisingly, Apple remains the undisputed global brand leader, growing 19 per cent to be now worth a claimed $182.9 billion, while IBM climbed 15 per cent in value – overtaking Google in the process – to $115.9 billion and second place overall.

Google is said to be worth $107.8 billion, while Facebook was decreed the fastest-growing brand (up 74 per cent in value to 19th position overall, from 35th) to be now worth $33.2 billion – prior to its initial public offering held earlier this week.

The top Japanese auto brands all experienced downturns after supply shortages and other issues flowing from natural disasters last year reflected negatively on their brand value.

Now in 28th position out of all global brands, Toyota’s brand value was determined to have fallen 10 per cent to $21.8 billion, despite the study authors concluding that it had “regained some of the trust lost during the uncontrolled acceleration problems of two years ago”.

Honda and Nissan experienced brand value declines of 11 and two per cent to be fourth ($12.6b) and fifth ($9.8b) respectively among car-makers – and 65th and 81st overall.

BMW’s arch-rival Mercedes-Benz remains in third position on the table (now 46th overall), up five per cent to $16.1 billion in brand value, while Porsche, which was in fifth position last year on $11.5 billion, has fallen off the list altogether.

From top: Porsche 911 Mercedes-Benz C-Class Toyota Camry.

Asked to explain where the highly value Porsche brand had gone – particularly since it had recently launched a superior seventh-generation 911 worldwide and has not experienced any monumental setbacks over the past year – Millward Brown global BrandZ director Peter Walshe told GoAuto: “We have suspended a valuation of Porsche this year as its financial reporting is changing as it divests itself within ‘VAG’, and so we do not have accurate information to create a figure.”

Porsche parent Volkswagen rose 15 per cent for an $8.5 billion brand value and sixth place (95th overall), ahead of Ford in seventh (down five per cent to $7.0b, outside the top 100) and VW luxury brand Audi is now in eighth position among the automotive brands after a 23 per cent growth spurt – the highest percentage increase among the auto listings – to $4.7 billion.

Notably, Hyundai has made its first appearance on the BrandZ Top 100 list, slotting into ninth position for autos with a $3.6 billion value attached to it, ahead of Lexus on $3.4 billion (down seven per cent on last year).

The study authors cite the Korean brand’s “increasingly stylish line-up” and five-year new-vehicle warranty in various markets as key reasons behind its success, and describes the brand’s personality characteristics as “relatively ‘playful’ and ‘innocent’ as well as ‘brave’”.

No brands from last year’s biggest-selling auto company in the world, General Motors, made it onto the list – as was the case last year – and nor was there a showing from the Chrysler Group (including Jeep and Dodge), despite study authors highlighting the strong recovery of the US motor industry.

According to Millward Brown, the dollar value that determines the BrandZ rankings are derived from an analysis based on “financial data, market intelligence and consumer measures of brand equity”. The latter is said to be based on interviews with more than one million consumers worldwide.

The total value of the 100 brands listed in the study is $2.4 trillion, marking a 66 per cent increase since 2006.

“Brands are an insurance policy for businesses,” said Millward Brown CEO Eileen Campbell.

“Despite a prolonged period of economic stress, political uncertainty and natural disasters that buffeted brands across many categories, the value of the world’s leading brands keeps rising across many categories, sustaining and nurturing businesses.”

2012 Top 10 Most Valuable Global Auto Brands
Pos	Brand	Brand Value ($US)	Brand Value Change
1	BMW	$24.6b	10%
2	Toyota	$21.8b	(-10%)
3	Mercedes-Benz	$16.1b	5%
4	Honda	$12.6b	(-11%
5	Nissan	$9.8b	(-2%)
6	Volkswagen	$8.5b	15%
7	Ford	$7.0b	(-5%)
8	Audi	$4.7b	23%
9	Hyundai	$3.6b	N/A
10	Lexus	$3.4b	(-7%)
Source: Millward Brown