The Toyota brand turned out to be the most expensive in the world among automotive brands according to the American consulting firm Interbrand, which published the Best Global Brands 2021 rating. Among all brands, Toyota was on the seventh line. Nearby, on the eighth, – Mercedes-Benz (the second among automobiles). The third in the automotive rating is the BMW brand (in absolute terms among all brands of the planet, it is in 12th position). For a general presentation, we give the first five in absolute terms. These are Apple ($ 408.251 billion, + 26% for the year), Amazon ($ 249.249 billion, + 24% for the year), Microsoft ($ 210.191 billion, + 27% for the year), Google ($ 196.811 billion, + 19% for the year) and Samsung ($ 74.635 billion, + 20% per year).
Recall that we are talking about the brand value, and not about the capitalization of the company itself. Interbrand valued the Toyota brand at $ 54.107 billion, up 5% from a year earlier.
The Mercedes-Benz brand is valued at $ 50.866 billion (+ 3% per year). It is also the most expensive premium car brand and the only European one in the top 10 of all brands.
The BMW brand, according to Interbrand estimates, is worth $ 41.631 billion (+ 5% per year).
In general, 15 automobile brands entered the top 100 brands of the planet. In addition to the three mentioned, these are Tesla ($ 36.27 billion, + 184% per year, 14th place in absolute terms), Honda ($ 21.315 billion, -2% per year, 25th place), Hyundai ($ 15.168 billion, + 6% per year, 35th place), Audi ($ 13.474 billion, + 8% per year, 46th place), Volkswagen ($ 13.423 billion, + 9% per year, 47th place), Ford ($ 12.861 billion, + 2% per year, 52nd place), Porsche ($ 11.739 billion, + 4% for the year, 58th place), Nissan ($ 11.131 billion, + 5% for the year, 59th place), Ferrari ($ 7.16 billion, + 12% for the year, 76th place), Kia ($ 6.087 billion , + 4% for the year, 86th place), Mini ($ 5.231 billion, + 5% for the year, 96th place), Land Rover ($ 5.088 billion, + 0% for the year, 98th place). We add that last year we reviewed a similar rating from Brand Finance, in which Mercedes-Benz was the first among car brands, Toyota was second, Volkswagen was third, and BMW was fourth.
How adequate are these ratings?