In terms of brand value, car manufacturers are middle of the pack. According to the study, they cannot hope to compete with the technology giants such as Apple ($247 bn), Google ($173 bn) and Microsoft ($115 bn).
Toyota pips BMW & Mercedes to the post
In the Top 100 Brands ranking, Toyota is the highest placed automobile company, in 30th place. The value of the brand lies in the region of $28.9 billion. BMW is the highest placed German car manufacturer in 34th place with a value of $26.3 billion. Mercedes also managed it into the top 50. Its value of $21.7 billion allowed it to snatch 43rd place.
Further down the ranking is Honda in 78th place with a value of $13.3bn, Ford in 80th with $13.1bn, and Nissan in 93rd with $11.4bn. Volkswagen failed to make the top 100, registering a brand value of $9.2bn. This has nothing to do with the emissions scandal or the drop in sales. The study examines merely the metrics directly associated with a brand. As such, recognition and the meaning of a brand are just as important, if not more so than current affairs and state of business.