Toyota: ‘Energy & Design’ Increase Brand Value
Toyota is claiming its renewed energy and greater focus on design has seen it named the world’s most valuable automotive brand for the 10th year in a row.
Valuation of the Toyota brand increased by 17 per cent in the past year to $US35.3 billion, according to the annual Best Global Brands Report 2013 compiled by the international consultancy Interbrand.
Releasing the report, Interbrand said Toyota had reclaimed its global sales leadership in the past year with “a renewed sense of energy around the world”.
It also sheeted home Toyota’s global success to the fact “design is playing a much bigger role” in its vehicles.
“Toyota should soar into 2014,” Interbrand said, citing the company’s achievements and pointing to the completely redesigned Corolla sedan.
Interbrand said the Toyota Prius hybrid continued to create a powerful halo effect for the brand while the flagship Camry still drove sales.
It said Toyota is “a fuel economy leader and continues to demonstrate strength in driving customers to dealerships”.
Toyota’s engagement with customers had continued to pay off, which was evident in several key category rankings and studies.
The Interbrand report, in its 14th year, measures brands based on financial performance, advertising exposure, consistency, customer understanding, clarity and relevance.
In June, Interbrand named Toyota the world’s Best Global Green Brand for the third year running.