Toyota Named Most Valuable Auto Brand in Interbrand Report
Toyota is one valuable company. In fact, in Interbrand’s 2014 Best Global Brands Report, Toyota ranked number eight overall, up from number 10 in 2013. This eighth place ranking makes Toyota the most valuable auto brand on the list for the 10th year running.
According to the report, Toyota’s brand value increased by 20 percent in the 2014 fiscal year, putting it at $42.2 billion total. This is the highest increase ever achieved by Toyota, and shows how successful the brand is. When analyzing companies in order to compile the top 100 list, Interbrand takes three aspects into consideration: the company’s financial performance, the role of brand in the purchase decision process, and the strength the brand has to command a premium price or make money for the company.
Jack Hollis, vice president of Toyota Division Marketing at Toyota Motor Sales, U.S.A., Inc., remarked, “We are honored to once again be included on Interbrand’s Best Global Brands, a distinction we owe to our dedicated associates, incredible dealers and loyal guests. At Toyota, we’re not just thinking about where the automobile industry is headed – we’re committed to leading the way to the future of mobility. This recognition from Interbrand is a testament to Toyota’s “Let’s Go Places” experience, and our strong commitment to our retail guests.”
One of the factors that contributed to Toyota’s increase in brand value was the Toyota Mobility Foundation. This foundation concerns itself with challenges to the mobility field, such as developing new green vehicles like the Toyota Fuel Cell Vehicle (FCV). Additionally, Toyota’s dedication to educating the public about safety (for example, the company’s “Buckle Up For Life” and “TeenDrive365” initiatives) helped place it above its competitors to be named Most Valuable Auto Brand.
Jez Frampton, Global CEO of Interbrand, applauded Toyota on its achievement, saying, “Since 2004, Toyota has consistently led as the most valuable automotive brand on Best Global Brands. I congratulate Toyota on their strong performance on the ranking this year, and for earning a top position among the world’s most valuable brands.”