Toyota Still the World’s No.1 Automotive Brand

Toyota has retained its position as the world’s top-rated automotive brand in the latest global brand value
report from Interbrand. Improving its performance by six percentage points on 2010, it commands 11th place
overall in the annual study.

Launched today, Interbrand, one of the world’s leading branding consultancies, highlighted Toyota’s achievement in meeting the challenges posed by quality issues in 2010 and the effects of the Japan earthquake and tsunami earlier this year.

It said: “Even though Toyota faced both an internal crisis and an external crisis, the company forged ahead by focusing on safety and quality, modifying its leadership structure and capitalising on its world-renown green efforts.”

Interbrand calculates its rankings on analysis of three key aspects that contribute to overall brand value: the financial performance of branded products and services; the role of the brand in purchase decisions; and the strength of the brand in securing earnings for a company.

Toyota’s success has been recorded in difficult global economic conditions. Interbrand noted that those businesses which, like Toyota, had improved their performance in the report, showed their ability in “adapting to a new reality” in an uncertain business climate.