Wednesday 23rd May 2012

BMW takes top spot in brand survey

Market Research company marks BMW out as top automotive dog in survey of global brands

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BMW has regained its crown as the world's most valuable automotive brand in an annual survey of the top 100 global brands conducted by market research company Millward Brown.

BMW has returned to the top spot it held in 2010 after Toyota (which had the 2011 number one as well as from 2006 through to 2009) lost its top place last year in the aftermath of the tsunami and nuclear powerplant disasters that afflicted all Japanese manufacturing industry last year.

Honda Nissan and Lexus were also down on their 2011 performances, but all three brands remain in the top ten, joined this year by Hyundai in ninth - a first appearance in a survey of this kind for a Korean car manufacturer.

Mercedes-Benz, VW and Audi also saw strong growth, thanks in large part to strong exports to Asia - and in particular China.

But although BMW will no doubt be pleased with its performance, its net worth of $24.6bn still puts it way behind leading global brand Apple, which is worth a whopping $182.9bn.

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
* Did not qualify for the top 100 in 2011
Source: Millward Brown

 

[lgomgf]

I don't get it... I thought VW group was the biggest car maker in the world... so this is only the value of the brand?

[StottyZr]

lgomgf said:

I don't get it... I thought VW group was the biggest car maker in the world... so this is only the value of the brand?

Making the most cars doesn't mean your company has the highest value

[kambites]

Yes, it's value of brand not value of company.

[LuS1fer]

Surely Renault also owns Nissan? I don't get it either but then I realised I don't care either.

[thewheelman]

Who gives a st about this result? Market research!? So this is formed on the opinions of the tards that were too dumb too avoid being stppoed by those market research idiots in shopping centres etc.

[timewatch]

thewheelman said:

Who gives a st about this result? Market research!? So this is formed on the opinions of the tards that were too dumb too avoid being stppoed by those market research idiots in shopping centres etc.

And on that note* no other posts required!

TW>>>

[anonymous-user]

thewheelman said:

Who gives a st about this result? Market research!? So this is formed on the opinions of the tards that were too dumb too avoid being stppoed by those market research idiots in shopping centres etc.

You obviously care enough to post however

[Cyder]

LuS1fer said:

Surely Renault also owns Nissan? I don't get it either but then I realised I don't care either.

Not quite, Renault own shares in Nissan (45%?) and Nissan own shares in Renault (18%).

(Figures in brackets as I can't remember them!)

Both still operate as seperate entities.

[LuS1fer]

thewheelman said:

Who gives a st about this result? Market research!? So this is formed on the opinions of the tards that were too dumb too avoid being stppoed by those market research idiots in shopping centres etc.

But it's monetary value so can't just be market research in the sense you envisage.

[Nors]

In terms of the world wide driving public out there, I don't see how anyone can take these "surveys" seriously.

As stated, a "minority" sample taken from your local shopping mall does not constitute the "majority" perception.

Pointless se, and where is the maths that put a value on the Brand and what's its significance to us?

[Itsallicanafford]

....I think BMW's are great.........................until it snows..

[plenty]

thewheelman said:

Who gives a st about this result? Market research!? So this is formed on the opinions of the tards that were too dumb too avoid being stppoed by those market research idiots in shopping centres etc.

Nors said:

In terms of the world wide driving public out there, I don't see how anyone can take these "surveys" seriously.

As stated, a "minority" sample taken from your local shopping mall does not constitute the "majority" perception.

If anyone's actually interested in how these results were derived rather than simply regurgitating uninformed knee-jerk reactions like the above, the detailed methodology is easily found online.

[crocodile tears]

I would like to rate this article 1/10

[mugwump00]

Can someone explain "Value of Brand" in idiot terms, please?

I don't see how a survey generates such precise figures. Is it just cash-in-the-bank? How does such a "value" relates to market capitalization?

Surely the "Brands" Audi & Porsche would be higher placed, considering their profitability and the sheer blanket-marketing muscle they deploy?

[IAJO]

mugwump00 said:

Can someone explain "Value of Brand" in idiot terms, please?

If you were going to buy audi from the VAG group the brand value is how much you would have to pay. IE the company value would be VAG's value, made up of brand values audi vw etc...

[Gruber]

IAJO said:

mugwump00 said:

Can someone explain "Value of Brand" in idiot terms, please?

If you were going to buy audi from the VAG group the brand value is how much you would have to pay. IE the company value would be VAG's value, made up of brand values audi vw etc...

Ummm.... not quite.

Simply, brand value is the extra money a company can charge for its products or services because of its brand.

It is essentially the value of badge snobbery.

[Nors]

plenty said:

thewheelman said:

Who gives a st about this result? Market research!? So this is formed on the opinions of the tards that were too dumb too avoid being stppoed by those market research idiots in shopping centres etc.

Nors said:

In terms of the world wide driving public out there, I don't see how anyone can take these "surveys" seriously.

As stated, a "minority" sample taken from your local shopping mall does not constitute the "majority" perception.

If anyone's actually interested in how these results were derived rather than simply regurgitating uninformed knee-jerk reactions like the above, the detailed methodology is easily found online.

Not disputing you, regardless of the methodology, what's it's validity? And, to most, does it really matter?

[Gruber]

Nors said:

Not disputing you, regardless of the methodology, what's it's validity? And, to most, does it really matter?

It's a measure of how good a marketing department is. It doesn't matter at all to you, but it really matters to companies trying to decide how much to spend on marketing, and how to set their marketing strategies.

Probably a flawed analogy, but.... Imagine Kelloggs make cornflakes for Tesco as well as themselves. Same product, different boxes and labels. The extra money that people are prepared to pay for the box labelled "Kelloggs" is essentially the brand value of Kelloggs.

[gizard]

But what are they doing about all the recent thefts.......

[Maxus]

Gruber said:

IAJO said:

mugwump00 said:

Can someone explain "Value of Brand" in idiot terms, please?

If you were going to buy audi from the VAG group the brand value is how much you would have to pay. IE the company value would be VAG's value, made up of brand values audi vw etc...

Ummm.... not quite.

Simply, brand value is the extra money a company can charge for its products or services because of its brand.

It is essentially the value of badge snobbery.

In this study, not quite.
Millward Brown measured/defined "brand equity" based on consumer interviews and an analysis of the financial and business performance of each company. Hence no mention of Aston Martin which is often quoted as being the worlds "coolest" brand but is some way behind the brands listed here based on the other criteria.