06_18 Strong position of automotive brands in the Brand Z ranking

Value of brands in the category grew by 7%. This is a positive change in the trend where in the previous years value of the category was stagnant. But industry on overall grows slower than top brands in BrandZ ranking. On overall brands in BrandZ grew by 21% compared with previous year.

Main contributors to change where brands which are driven by brands which already have built a strong position in electrical or hybrid engines.

The most important changes in Top 10

Toyota continued to dominate the hybrid market, and it announced a joint venture with Panasonic to accelerate development of all-electric vehicles.

Mercedes with a refreshed model range recorded a large increase in value.

Tesla increased 60% in brand value, following a 32% rise a year ago, which reflects the fascination with a technology brand that is also in the space travel business.

Volkswagen US sales revived on the strength of the brand and the introduction of new models, including SUVs. Worldwide VW recorded its best sales performance ever, especially China, and the brand reentered the BrandZ™ Cars Top 10.

On the strength of a new pemium segment on a dynamic Indian market, Maruti Suzuki entered the BrandZ™ Cars Top 10 despite the fact that the products of this company have a small market share on the old continent.

BrandZ™ Top 100 Most Valuable Global Brands Ranking

Carried out by WPP's marketing and brand consultancy Millward Brown, the BrandZ™ Top 100 Most Valuable Global Brands ranking is now in its therteens year. It is the only study to combine measures of brand equity based on interviews with over three million consumers globally about thousands of global ‘consumer facing’ and business-to-business brands with a rigorous analysis of the financial and business performance of each company (using data from Bloomberg and Kantar Worldpanel) to separate the value that brand plays in driving business and shareholder value. Consumer perception of a brand is a key input in determining brand value because brands are a combination of business performance, product delivery, clarity of positioning, and leadership. The ranking takes into account regional variations since, even for truly global brands, measures of brand contribution might differ substantially across countries.

We encourage you to read the details of the ranking available here: http://brandz.com/report/global/2018

In case of any questions please contact::

Paweł Ciacek, Client Service Director