Toyota Retains Rank as World’s Most Valuable Car Brand

Toyota has again been named the world’s most valuable car brand by this year’s BrandZ Top 100 Most Valuable Global Brands report. The marque has topped the listing of automotive contenders 10 times in the study’s 12-year lifetime.

BrandZ calculates Toyota’s current brand worth at $28.7 billion. Following in the automotive sector are BMW ($24.6 billion), Mercedes-Benz ($23.5 billion), Ford ($13.1 billion) and Honda ($12.2 billion).

Retaining the overall top brand position is Google, valued at $245.6 billion. It is trailed by Apple ($234.7 billion), Microsoft ($143.2 billion), Amazon ($139.3 billion) and Facebook ($129.8 billion). Toyota ranks 30th on the overall list.

The annual analysis is conducted by New York City-based market research firm Kantar Millward Brown. Rankings are determined by a complex calculation of a corporation’s earnings attributable to its brand, buttressed by input from more than 3 million consumers.