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For more years than any of us have fingers to count, Toyota has ruled the list of the world’s most valuable automotive brands – while rubbing shoulders with the world’s most valuable brands, full stop.
Toyota’s pre-eminence would seem obvious, given it is the best-selling vehicle brand in the world. However, financial performance is only one criteria in Interbrand’s analysis. The other key points are: the role the brand plays in purchase decisions (its reputation), and analysis of the brand’s competitive strength (the things it does uniquely).
In 2018, as it did in 2017, Toyota ranked seventh on the list overall. Ahead of it, predictably, were Apple in first place, followed by Google, Amazon, Microsoft, Coca-Cola and Samsung.
Behind Toyota were Mercedes-Benz in eighth, Facebook, McDonald’s – and 90 other brands. You can view the full list here.
In the automotive category specifically, Toyota and Mercedes-Benz were followed by BMW (13), Honda (20), Ford (35), Hyundai (36), Nissan (40), Volkswagen (41), Audi (42), Porsche (52), Kia (71), Land Rover (78), Ferrari (80), Mini (90), and Subaru (100).