The Interbrand 2019 Best Global Brands list is out, and once again it is Toyota that takes the top spot among automotive brands for another year with a brand value estimated to be around US$56.246 billion.
Related: 2018- Best Selling Cars of the World
Toyota ranked at 7th place overall behind brands like Samsung, Coca Cola, Microsoft, Amazon, Google and Apple. The Japanese carmaker isn’t the only that managed to retain its position from 2018, as Mercedes-Benz kept its spot as well – second among automotive brands and 8th overall – with a brand value of US$50.832 billion.
This year, 15 brands manage to make it to the top 100 list, which is one less than in 2018, as Subaru dropped off the chart. Meanwhile, BMW (US$41.440 billion) climbed up two spots become the 3rd most valuable automotive brand (and 11th overall) in 2019. It is followed by Honda (US$24.422 billion) in 4th place (21st overall), Ford (US$14.325 billion) in 5th place (35th overall) and Hyundai (US$14.156 billion) in 6th place (36th overall).
Volkswagen (US$12.921 billion) improved upon last year’s position to take the 7th spot (40th overall), followed by Audi at 8th position (US$12.689 billion; 42th overall) and Porsche at 9th (US$11.652 billion; 50th overall). Nissan (US$11.502 billion) settled for the 10th spot (52nd overall).
Ferrari’s brand value of US$6.458 billion brought it up to the 11th spot (77th overall), pushing remaining brands like Kia (US$6.428 billion) and Land Rover (US$5.855 billion) down to 12th (78th overall) and 13th (85th overall) respectively. The last two remaining brands in the list are Mini (US$5.532 billion) in 13th place (90th overall) and Harley-Davidson (US$4.793 billion) in last place (99th overall).
To be included in Interbrand’s Best Global Brands list, a company must meet several terms, where at least 30% of its revenue must come from outside of its home region. Furthermore, the brand must have a significant presence in Asia, Europe, and North America as well as broad geographic coverage in emerging markets.
There must also be adequate publicly available data on the brand’s financial performance, and any economic profit must be expected to be positive over the longer term, delivering a return above the brand’s cost of capital. Lastly, the brand must have a public profile and awareness across the major economies of the world.