DETROIT -- Toyota, Mercedes-Benz and BMW retained their ranking among the world’s top 15 global brands, while Volkswagen and Nissan made the biggest gains among automotive marques in an annual survey.Toyota kept its status as No. 11 on Interbrand’s Best Global Brands Report, with a value of $27.8 billion, up 6 percent from 2010.
The values in the survey are determined by the brand’s financial performance, the role of the brand, and the brand’s strength, Interbrand said. The survey ranks the top 100 brands, and this year 11 automaker brands made the cut.
“Responding to recalls and publicized safety concerns in 2010, Toyota focused on quality and safety,” the Interbrand report said. “Changing its leadership structure and creating a new internal reporting system are two measures that should help restore its reputation for outstanding quality control.”
Mercedes followed Toyota at No. 12 with a value of $27.4 billion, up 9 percent from 2010. BMW came in at No. 15 with a value of $24.5 billion, up 10 percent. Both Mercedes and BMW retained the same rankings from 2010.
Honda gained a spot and finished 19th, with a value of $19.4 billion, up 5 percent.
Volkswagen rose six notches, to No. 47, while VW’s Audi luxury brand (59) and Hyundai (61) each climbed four spots. Ford retained its No. 50 ranking and Porsche remained steady at No. 72.
Nissan joined the list at No. 90 this year with a value of $3.8 billion.
“After becoming the number two Japanese car manufacturer measured by sales in 2010, Nissan is charging forward with a strategy that is both visionary and disciplined,” the report said.
Ferrari, a Fiat luxury sports car brand, rounded out the list at No. 99, down from No. 91 in 2010.
The list was again topped by Coca-Cola, the global beverage giant, which continues to gain value as it celebrates its 125th anniversary, Interbrand said.
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