Subaru Recognized as One of the World’s Best Brands
Subaru of America was recently recognized as one of the world’s best brands in Interbrand’s 2018 Best Global Brands Report, an annual study that examines brand strength and its role in people’s purchase decisions.
This is the first time Subaru is featured on the top 100 list. To earn a spot on the list, brands must meet a number of requirements. For example, they must be truly global, with at least 30 percent of revenue coming from outside of the brand’s home region, and with a significant presence in Europe, North America, and Asia, as well as at least a minor presence in emerging markets.
Moreover, the brand must have mostly transparent financial results. The highest-rated brands are the ones who are not only financially strong and growing steadily, but also the ones who create loyalty and influence the purchase decision of its customers. To measure this, Interbrand evaluates brands across 10 factors separated between internal and external dimensions.
It all gets a little complicated, but in summary, Subaru scored highest for clarity, engagement, and authenticity. Clarity is what the brand stands for, engagement is the degree to which consumers understand the brand and identify with it, and we’ll let Interbrand explain how it defines authenticity.
“The brand is soundly based on an internal truth and capability. It has a defined story and well-grounded value set. It can deliver against the (high) expectations that customers have of it.”
In other words, Subaru is a brand with which people can connect, a brand that represents something true to its customers and that helps draw new ones. This probably comes as no surprise to people familiar to the brand, which focuses on active lifestyles and the simple promise that adventure awaits out in the world, and builds vehicles fit for pursuing it.
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