Toyota Tops List of Most Valuable Automotive Brands, Lexus Tenth
05-29-15, 03:35 PM
#1
Pole Position
Thread Starter
Join Date: Mar 2015
Location: WA
Posts: 258
Likes: 0
Received 0 Likes
on
0 Posts
Toyota Tops List of Most Valuable Automotive Brands, Lexus Tenth
Strong branding isn't just about being recognizable; it's about turning that recognition into value. And nobody does it better than Toyota. Well, no automotive brand at least.
Read the rest on the Club Lexus homepage. >>
05-29-15, 05:46 PM
#3
Lexus Fanatic
Here's the text:
Well, congratulations to Toyota for whatever they deserve, but, right offhand, I don't see where this really tells us very much, other than crunching some numbers. Toyota is (supposedly) worth some $29 billion, and Apple some $247 billion. Where did those figures come from? What were they based on?...........Net asset value? Bank holdings? Stock prices? Value of holdings? There's no doubt that Toyota is indeed a huge company, with a lot of money in it, but without a more entailed explanation of where those figures came from, you might as well be looking at an estimate of the number of birds that fly north or south with the seasons.
Strong branding isn’t just about being recognizable; it’s about turning that recognition into value. And nobody does it better than Toyota. Well, no automotive brand at least.
But it’s not just me telling you that, it’s a study. A real, bona fide study. BrandZ’s Top 100 Most Valuable Global Brands 2015 study, to be exact. We’re talking 95 pages of serious market research here.
Interestingly enough, for being the most valuable car brand, with a value of $28.9 billion, Toyota only ranks 30th on the entire Top 100. But that’s partly because automotive brands haven’t recovered as well as most since the recession. “Carmakers enjoyed strong sales in the US and China, but Europe’s economic problems hurt results. Of the 13 categories studied in this BrandZ report, cars is one of two categories that hasn’t rebounded in brand value to its pre-recession level,” notes the report.
If you’ve got a minute, head on over to page 50 and 51 to read up on the study’s analysis of the car category, as it’s all quite interesting. As for Lexus, though it’s only the 10th most valuable brand in the category, with a value of 4.329 billion, and it doesn’t appear on the Top 100. However, the marque does get called out for its innovative approach to their Intersect space in Tokyo, “which focuses less on the vehicles and more on the whole Lexus lifestyle, from food to fashion.” The study also says that Lexus “ranked highest for overall dependability in two respected independent surveys, [and] attracted consumers seeking luxury with reliability.”
With 95-pages of density, the study is jam packed with interesting facts about other brands as well. Like the fact that Apple is the world’s top brand, valued at just under $247 billion. Or how ’bout the fact that rounding out the top ten are Coke, McDonald’s, and Marlboro, three of the world’s most unhealthy brands? Or that Audi is the only automotive brand in the study’s Top 20 Risers?
Interesting stuff indeed, so head on over to the study and check it out. Then let us know your thoughts in the forum.
But it’s not just me telling you that, it’s a study. A real, bona fide study. BrandZ’s Top 100 Most Valuable Global Brands 2015 study, to be exact. We’re talking 95 pages of serious market research here.
Interestingly enough, for being the most valuable car brand, with a value of $28.9 billion, Toyota only ranks 30th on the entire Top 100. But that’s partly because automotive brands haven’t recovered as well as most since the recession. “Carmakers enjoyed strong sales in the US and China, but Europe’s economic problems hurt results. Of the 13 categories studied in this BrandZ report, cars is one of two categories that hasn’t rebounded in brand value to its pre-recession level,” notes the report.
If you’ve got a minute, head on over to page 50 and 51 to read up on the study’s analysis of the car category, as it’s all quite interesting. As for Lexus, though it’s only the 10th most valuable brand in the category, with a value of 4.329 billion, and it doesn’t appear on the Top 100. However, the marque does get called out for its innovative approach to their Intersect space in Tokyo, “which focuses less on the vehicles and more on the whole Lexus lifestyle, from food to fashion.” The study also says that Lexus “ranked highest for overall dependability in two respected independent surveys, [and] attracted consumers seeking luxury with reliability.”
With 95-pages of density, the study is jam packed with interesting facts about other brands as well. Like the fact that Apple is the world’s top brand, valued at just under $247 billion. Or how ’bout the fact that rounding out the top ten are Coke, McDonald’s, and Marlboro, three of the world’s most unhealthy brands? Or that Audi is the only automotive brand in the study’s Top 20 Risers?
Interesting stuff indeed, so head on over to the study and check it out. Then let us know your thoughts in the forum.
Well, congratulations to Toyota for whatever they deserve, but, right offhand, I don't see where this really tells us very much, other than crunching some numbers. Toyota is (supposedly) worth some $29 billion, and Apple some $247 billion. Where did those figures come from? What were they based on?...........Net asset value? Bank holdings? Stock prices? Value of holdings? There's no doubt that Toyota is indeed a huge company, with a lot of money in it, but without a more entailed explanation of where those figures came from, you might as well be looking at an estimate of the number of birds that fly north or south with the seasons.
Last edited by mmarshall; 05-30-15 at 07:16 AM.
05-30-15, 02:56 AM
#4
Lexus Champion
Join Date: Apr 2011
Location: CA
Posts: 2,010
Likes: 0
Received 0 Likes
on
0 Posts
Congrats to Lexus, but the hard truth is that Toyota is one of the only two brands in the top 10 whose value had been in decline. Mr. Toyoda and those making decisions in Toyota should take this as a serious warning and really step up their game. Lexus could also do better by studying how Audi has grown its brand by leaps and bounds in recent years.
Last edited by ydooby; 05-30-15 at 03:05 AM.
05-30-15, 06:36 AM
#5
Congrats to Lexus, but the hard truth is that Toyota is one of the only two brands in the top 10 whose value had been in decline. Mr. Toyoda and those making decisions in Toyota should take this as a serious warning and really step up their game. Lexus could also do better by studying how Audi has grown its brand by leaps and bounds in recent years.
As to Toyota and Honda, brand went down due to airbag recalls, since thats when they surveys were took. For some reason, most of the worldwide media is talking more about Toyota in these recalls than for instance BMW that recalled a lot larger proportion of their vehicle base.
05-30-15, 10:50 AM
#6
Lexus Fanatic
Congrats to Lexus, but the hard truth is that Toyota is one of the only two brands in the top 10 whose value had been in decline. Mr. Toyoda and those making decisions in Toyota should take this as a serious warning and really step up their game. Lexus could also do better by studying how Audi has grown its brand by leaps and bounds in recent years.
05-30-15, 10:56 AM
#7
Lexus Fanatic
Here's the text:
Well, congratulations to Toyota for whatever they deserve, but, right offhand, I don't see where this really tells us very much, other than crunching some numbers. Toyota is (supposedly) worth some $29 billion, and Apple some $247 billion. Where did those figures come from? What were they based on?...........Net asset value? Bank holdings? Stock prices? Value of holdings? There's no doubt that Toyota is indeed a huge company, with a lot of money in it, but without a more entailed explanation of where those figures came from, you might as well be looking at an estimate of the number of birds that fly north or south with the seasons.
Well, congratulations to Toyota for whatever they deserve, but, right offhand, I don't see where this really tells us very much, other than crunching some numbers. Toyota is (supposedly) worth some $29 billion, and Apple some $247 billion. Where did those figures come from? What were they based on?...........Net asset value? Bank holdings? Stock prices? Value of holdings? There's no doubt that Toyota is indeed a huge company, with a lot of money in it, but without a more entailed explanation of where those figures came from, you might as well be looking at an estimate of the number of birds that fly north or south with the seasons.
Trending Topics
05-30-15, 03:46 PM
#8
Lexus Champion
Join Date: Apr 2011
Location: CA
Posts: 2,010
Likes: 0
Received 0 Likes
on
0 Posts
oh noes, Toyotas is going down... not sure how serious you are. Lexus has replaced Hyundai at #10 this year, it wasnt even on the list before.
As to Toyota and Honda, brand went down due to airbag recalls, since thats when they surveys were took. For some reason, most of the worldwide media is talking more about Toyota in these recalls than for instance BMW that recalled a lot larger proportion of their vehicle base.
As to Toyota and Honda, brand went down due to airbag recalls, since thats when they surveys were took. For some reason, most of the worldwide media is talking more about Toyota in these recalls than for instance BMW that recalled a lot larger proportion of their vehicle base.
2013:
2012:
1. BMW $24.62
2. Toyota $21.78
3. Mercedes $16.11
4. Honda $12.65
5. Nissan $9.85
6. Volkswagen $8.52
7. Ford $7.03
8. Audi $4.70
9. Hyundai $3.60
10. Lexus $3.39
Last edited by ydooby; 05-30-15 at 03:56 PM.
05-30-15, 09:05 PM
#9
Lexus Champion
Here's the text:
Well, congratulations to Toyota for whatever they deserve, but, right offhand, I don't see where this really tells us very much, other than crunching some numbers. Toyota is (supposedly) worth some $29 billion, and Apple some $247 billion. Where did those figures come from? What were they based on?...........Net asset value? Bank holdings? Stock prices? Value of holdings? There's no doubt that Toyota is indeed a huge company, with a lot of money in it, but without a more entailed explanation of where those figures came from, you might as well be looking at an estimate of the number of birds that fly north or south with the seasons.
Strong branding isn’t just about being recognizable; it’s about turning that recognition into value. And nobody does it better than Toyota. Well, no automotive brand at least.
But it’s not just me telling you that, it’s a study. A real, bona fide study. BrandZ’s Top 100 Most Valuable Global Brands 2015 study, to be exact. We’re talking 95 pages of serious market research here.
Interestingly enough, for being the most valuable car brand, with a value of $28.9 billion, Toyota only ranks 30th on the entire Top 100. But that’s partly because automotive brands haven’t recovered as well as most since the recession. “Carmakers enjoyed strong sales in the US and China, but Europe’s economic problems hurt results. Of the 13 categories studied in this BrandZ report, cars is one of two categories that hasn’t rebounded in brand value to its pre-recession level,” notes the report.
If you’ve got a minute, head on over to page 50 and 51 to read up on the study’s analysis of the car category, as it’s all quite interesting. As for Lexus, though it’s only the 10th most valuable brand in the category, with a value of 4.329 billion, and it doesn’t appear on the Top 100. However, the marque does get called out for its innovative approach to their Intersect space in Tokyo, “which focuses less on the vehicles and more on the whole Lexus lifestyle, from food to fashion.” The study also says that Lexus “ranked highest for overall dependability in two respected independent surveys, [and] attracted consumers seeking luxury with reliability.”
With 95-pages of density, the study is jam packed with interesting facts about other brands as well. Like the fact that Apple is the world’s top brand, valued at just under $247 billion. Or how ’bout the fact that rounding out the top ten are Coke, McDonald’s, and Marlboro, three of the world’s most unhealthy brands? Or that Audi is the only automotive brand in the study’s Top 20 Risers?
Interesting stuff indeed, so head on over to the study and check it out. Then let us know your thoughts in the forum.
But it’s not just me telling you that, it’s a study. A real, bona fide study. BrandZ’s Top 100 Most Valuable Global Brands 2015 study, to be exact. We’re talking 95 pages of serious market research here.
Interestingly enough, for being the most valuable car brand, with a value of $28.9 billion, Toyota only ranks 30th on the entire Top 100. But that’s partly because automotive brands haven’t recovered as well as most since the recession. “Carmakers enjoyed strong sales in the US and China, but Europe’s economic problems hurt results. Of the 13 categories studied in this BrandZ report, cars is one of two categories that hasn’t rebounded in brand value to its pre-recession level,” notes the report.
If you’ve got a minute, head on over to page 50 and 51 to read up on the study’s analysis of the car category, as it’s all quite interesting. As for Lexus, though it’s only the 10th most valuable brand in the category, with a value of 4.329 billion, and it doesn’t appear on the Top 100. However, the marque does get called out for its innovative approach to their Intersect space in Tokyo, “which focuses less on the vehicles and more on the whole Lexus lifestyle, from food to fashion.” The study also says that Lexus “ranked highest for overall dependability in two respected independent surveys, [and] attracted consumers seeking luxury with reliability.”
With 95-pages of density, the study is jam packed with interesting facts about other brands as well. Like the fact that Apple is the world’s top brand, valued at just under $247 billion. Or how ’bout the fact that rounding out the top ten are Coke, McDonald’s, and Marlboro, three of the world’s most unhealthy brands? Or that Audi is the only automotive brand in the study’s Top 20 Risers?
Interesting stuff indeed, so head on over to the study and check it out. Then let us know your thoughts in the forum.
Brand Value = Financial Value * Brand Contribution
Where:
Financial Value = Current Brand Earnings * Forecast Future Earnings for the Brand
Brand Contribution = consumer visibility of the brand expressed as a multiplication factor
Current Brand Earnings = percentage of the total corporate earnings that the brand contributes to the corporation.
Forecast Future Earnings for the Brand = forecast earning potential of the brand as a multiplication factor
Therefore:
Brand Value = Current Brand Earnings * Forecast Future Earnings for the Brand * Brand Contribution
Using Toyota Corporation as the example, the Toyota brand contributes much more total earnings to the Corporation than Lexus. Therefore Current Brand Earnings will be much greater for Toyota than Lexus (the Toyota brand contributes more to the bottom line than the Lexus brand).
But this may be where we see the mainstream brands, such as Honda and Toyota drop in brand value, compared to last year (and previous years). Luxury brands bring in a lot of money than mainstream brands and we know that luxury brands have been growing recently as the auto industry slowly climbs out of the recession of 2008. Luxury brands are contributing more to the corporate earnings now, growing since 2008/2009.
Forecast Future Earnings is a bit of a financial crystal ball vision. Does the Toyota brand have greater growth potential than the Lexus brand? Lexus may have greater growth potential compared to Toyota, in my opinion.
Brand Contribution may be greater for the Toyota brand than the Lexus brand, since Toyota cars and trucks have been around much longer than Lexus, and there are are many more Toyota dealerships than Lexus stores, giving Toyota much greater visibility to the consumer. My readings showed that Brand Contribution is a result of in-depth, on-line and face-to-face consumer research; all that data is boiled down to a multiplication factor.
Toyota and Lexus suffer in Brand Contribution compared to Apple. Apple operates in a world of very few brand names (Apple and Android at the top, Blackberry and others far below them); consumers pick Apple out of a choice of very few (perhaps only 5). Toyota and Lexus, as carmakers, however, operate in a world of dozens of brand names (Toyota Corporation has at least 3 brands, GM has a dozen brands (give or take), Ford has 2 brands, Fiat-Chrysler has at least a half-dozen brands, VW has at least a half-dozen brands, Hyundai has the Hyundai and Kia brands, etc.); consumers pick Toyota out of a choice of dozens (perhaps one hundred, give or take) of brand names, so the Toyota brand suffers compared to Apple.
05-30-15, 09:17 PM
#10
Lexus Champion
Congrats to Lexus, but the hard truth is that Toyota is one of the only two brands in the top 10 whose value had been in decline. Mr. Toyoda and those making decisions in Toyota should take this as a serious warning and really step up their game. Lexus could also do better by studying how Audi has grown its brand by leaps and bounds in recent years.
But Audi's growth may also be a result of its parent corporation's growth (its sister brand VW grew and the VW Group likely is growing).
And we know of Ford and Nissan doing well in the very recent past, with much better product than they brought out in the past.
Remember that 3 factors affect the auto industry: Product, Product, Product. The luxury brands have the products that consumers want and can afford now as we reach back to pre-recession levels. And Ford and Nissan are producing much better product then they ever have.
And since it is a finite game, the growth of a few brands must come at the expense of other brands that "drop" (but only in relation to the other brands).
05-31-15, 08:16 AM
#12
Well Lexus was in top 10 two and three years ago but fell out last year, but I think you're right about Toyota's slight decline being more driven by a minor negative event.
2012:
1. BMW $24.62
2. Toyota $21.78
3. Mercedes $16.11
4. Honda $12.65
5. Nissan $9.85
6. Volkswagen $8.52
7. Ford $7.03
8. Audi $4.70
9. Hyundai $3.60
10. Lexus $3.39
2012:
1. BMW $24.62
2. Toyota $21.78
3. Mercedes $16.11
4. Honda $12.65
5. Nissan $9.85
6. Volkswagen $8.52
7. Ford $7.03
8. Audi $4.70
9. Hyundai $3.60
10. Lexus $3.39
Thread
Thread Starter
Forum
Replies
Last Post