RE: Mercedes Named 'Top Premium Car Brand'
Monday 10th October 2011
Mercedes Brands has come out in 12th place in a list of the top 100 global brands, making it the top premium car maker, and also the most valuable European brand in the world.
Mercedes Named 'Top Premium Car Brand'
List of 100 most valuable brands puts Merc ahead of BMW and Audi but behind Apple, Disney and McDonald's
Mercedes, and its boss Dieter Zetsche, might be worried that it isn't making enough sales headway against its premium rivals, but Zintmeyer and Lux, which compiles the list of the top 100 global brands every year for Interbrand, still reckons Mercedes to be a pretty hot property.
The study, which ranks global brands by 'brand equity', puts Mercedes at $27.455bn, an increase of 9 per cent over 2010. This puts Mercedes in 12 place, with only Toyota considered a more valuable brand in 11th place. Merc's arch rivals BMW are in 15th position, with Audi down in 59th place.
No car maker managed to trouble the top 10 spots, however, with Coca Cola, IBM and Microsoft locking out the top three places.
You can peruse the entire top 100 list here
Discussion
I think the reason that IBM are the top IT company is shown by the others present near the top of the list - namely Cisco and Oracle. Almost all of the profit in the IT industry these days is in the business market and online services - home PCs are such a low margin commodity that the brands solely associated with home computing, ie the ones that most end-users have heard of, just aren't worth much (the exception being Apple, I suspect because of the diversity of their electronics range and the incredible loyalty of their fans).
IBM are still by some margin the biggest provider of business IT solutions.
IBM are still by some margin the biggest provider of business IT solutions.
mercfunder said:
Title of the article is a bit misleading, they are talking about the commercial value of the brand, which really has very little to do with the products.
But the title reads "Mercedes Named 'Top Premium Car Brand'" if it were misleading in any way it would read Mercedes Named Top Car Manufacturer. E38Ross said:
Too bad their build quality in recent years hasn't matched that figure.... Certainly not what they were in my opinion.
To you and those of us who know our cars but for the vast majority who know little about them Mercedes is THE choice. How many know that Merc have been matched in every area and bettered too? Very few, its all about 'I've got/want a Mercedes.' and public perception.Wonder why Sony and Nintendo dropped so much...
Edited by Frimley111R on Monday 10th October 09:26
E38Ross said:
Too bad their build quality in recent years hasn't matched that figure.... Certainly not what they were in my opinion.
Maybe 10-12 years ago but not now, warranty cases are pretty much non-existent. Build quality is easily the equal of all of their rivals, if not slightly ahead.Frimley111R said:
To you and those of us who know our cars but for the vast majority who know little about them Mercedes is THE choice. How many know that Merc have been matched in every area and bettered too? Very few, its all about 'I've got/want a Mercedes.' and public perception.
Which is exactly what makes their brand valuable.DJRC said:
Build quality of the current cars is fine.
Customer care quality however, may be said to leave plenty to be desired.
Really?Customer care quality however, may be said to leave plenty to be desired.
http://www.benzinsider.com/2011/06/mercedes-benz-t...
Lordbenny said:
Me thinks this could be a U.S survey (see the top ten) or shirley Bentley & Rolls Royce would get a mention!
No, their markets are vastly too small for their brands to be of significant (as in in the top few in the world) value. I don't think these figures come from a survey, anyway. At least not in the sense that you mean. It's rightly skewed towards US companies because the US is the highest value economy in the world. I suspect Chinese companies will start clawing their way up that list pretty soon, though.
Edited by kambites on Monday 10th October 09:42
Lordbenny said:
Me thinks this could be a U.S survey (see the top ten) or shirley Bentley & Rolls Royce would get a mention!
Either that or it is significantly biased by companies that have a large presence in the US markets, it being one of the biggest for hi-tech and luxury items.RR & Bentley are positively niche when compared to the other brands in the list. Ferrari only just make it and their brand is far better known than either of them (IMO).
I suppose brand perception varies greatly depending on where you live.
Working in Hampton (10 miles from Heathrow), i merely see a Mercedes as a posh airport taxi, & something that the people that live around Heathrow in Southall/Uxbridge, etc would aspire to. As a brand, it does absolutely nothing for me.
Whereas BMW i would place higher, with Audi being pretty low, it is a re-badged Sokda after all
Working in Hampton (10 miles from Heathrow), i merely see a Mercedes as a posh airport taxi, & something that the people that live around Heathrow in Southall/Uxbridge, etc would aspire to. As a brand, it does absolutely nothing for me.
Whereas BMW i would place higher, with Audi being pretty low, it is a re-badged Sokda after all
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