BrandZ Study: Mercedes-Benz Among Most Valuable Automotive Brands

Ryan Joseph Ramos May 23, 2012

Mercedes-Benz still ranks among the world’s top 3 most valuable automotive brands, according to the BrandZ Top 100 Most Valuable Global Brands 2012 study. The German automaker is ranked behind rival BMW at the top and Japanese automaker Toyota in second place.

In the overall Top 100, Mercedes-Benz was ranked at 46, just behind Disney (43), Nike (44), and Accenture (45). BMW (23) and Toyota (28) both ranked in the top 30 overall, however. Honda (65), Nissan (81), and Volkswagen (96) were the other automotive manufacturers that were able to crack the Top 100.

Even with what many may deem a dismal finish, Mercedes-Benz actually managed an improved brand value score, up 5 percent from last year according to the study and moving up 4 spots from last year. Toyota was actually down 10 percent from 2011, when it was ranked 27th overall.

The study, conducted by Millward Brown, took quantitative financial data as well as qualitative data from consumers to determine the aggregate brand value of the global brands.

A number of factors affected the automotive brands over the past year, such as the acceleration of the US market and the slowing down of the Chinese market. The Japan earthquake also contributed to some supply difficulties, which is probably why Toyota lost some ground brand-wise.