Toyota has maintained its position as the world’s top-rated car manufacturer, according to the new global brand value report from Interbrand.
Despite an awkward period involving several recalls of its products, Toyota actually improved its performance by six per cent to comfortably hold on to the bragging rights among car makers.
The company has been placed 11th overall in the list, just failing to pip Hewlett Packard to 10th spot. At the top of the table is Coca Cola, followed by IBM, Microsoft, Google and General Electric.
McDonald’s placed sixth, computer component experts Intel were seventh, Apple scored eighth and Disney were one place behind in ninth.
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 and brand strength in ‘adapting to a new reality’ in an uncertain business climate.