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Toyota And Mercedes Voted Top 15 Brands

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On: Thu, Oct 13, 2011 at 10:13AM | By: Chris Weiss

Toyota And Mercedes Voted Top 15 Brands

Interbrand's list of Top 100 companies is out, and two automakers have ranked among the top 15 companies. Interbrand is a global brand management company, and its annual list of the top 100 brands analyzes how a given brand helps its company perform financially, attract a talented employee pool, meet customer demands, and perform overall.

The top 10 are a list of very recognizable brands headed by Coca Cola, IBM, and Microsoft. Other household names like McDonald's, Disney, and Apple are also in the top 10. The top automaker chosen is Toyota, which slots in at number 11. Mercedes-Benz follows at number 12, and other automakers to make the top 100 are Honda (number 19), Volkswagen (number 47), Ford (number 50), Audi (number 59), Hyundai (number 61), Porsche (number 72), Nissan (number 90), Ferrari (number 99), and Harley-Davidson (number 100).

Toyota, which was also number 11 last year, is an especially interesting choice given some of the mud that the brand was dragged through last year after its unprecedented recall problems and government hearings on its culpability.

Interbrands discussed this when explaining the selection:

"Responding to recalls and publicized safety concerns in 2010, Toyota focused on quality and safety. Changing its leadership structure and creating a new internal reporting system are two measures that should help restore its reputation for outstanding quality control. The Toyota brand relies heavily on its family of Prius models and its Hybrid Synergy technology—it was ranked number one in Interbrand’s Best Global Green Brands—and that corresponds nicely with the current consumer priorities of low-consumption and sustainability. Overall, Toyota is still viewed as the leader in green, and it looks as though the carmaker is restabilizing."

Interbrands also considered green technologies in putting Mercedes at the number 12 spot. In addition, it mentioned Mercedes’ capitalization of its 125th anniversary, something the automaker has been leveraging in advertising and launching new concepts, and its strong customer satisfaction and loyalty ratings. Mercedes was also number 12 in last year's list.

While Toyota and Mercedes held strong at their respective spots, some auto brands did move. Nissan was not on the list last year; Honda moved up from number 20; Hyundai moved up from number 65; Audi moved up from number 63; and Volkswagen moved up from number 53. Ferrari dropped from number 91 and Harley dropped from number 98.


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