[Jason]

BIMMERPOST NEWS

BMW Ranked Third Most Valuable Auto Brand in Interbrand 100

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Interbrand's latest 100 Most Valuable Brands ranking is out and BMW ranks as the third most valuable brand, the same spot it has maintained for the previous two rankings. Overall (considering all industries), BMW was ranked 11th.

Toyota and Mercedes are the two auto companies coming in before BMW, ranking 8th and 10th overall.

For the methodology that Interbrand applies to come up with its annual list see: http://bestglobalbrands.com/2014/methodology/. The major criteria used are Financial Analysis, Role of Brand and Brand Strength.

[dtea604]

God damn lol mb barely took it next year it will be 3rd for sure #2 is ours.

[Green///Hell]

Surprised VW is so low on there with all their sub brands. Really Audi?? You couldn't carry the load on your own? 😛

[300hp]

Originally Posted by dtea604

God damn lol mb barely took it next year it will be 3rd for sure #2 is ours.

You could have said the same thing last year

http://www.bestglobalbrands.com/previous-years/2013

[Phatcat]

Originally Posted by Green///Hell

Surprised VW is so low on there with all their sub brands. Really Audi?? You couldn't carry the load on your own? 😛

That is indeed weird, I didn't read the article so I am not sure what's the methodology, but considering VW made more money and has a higher market cap than BMW, why were they behind BMW?

Not surprised Toyota is #1, their market cap ($196 Billion) is more than twice as big as the next biggest auto company ($71 Billion), which is VW.

[Diver]

After all the problems they have had I am surprised Toyota is the #1 automotive brand.

[M4isKing]

IKEA is the funniest to me.

[tallshortguy]

Originally Posted by Phatcat

That is indeed weird, I didn't read the article so I am not sure what's the methodology, but considering VW made more money and has a higher market cap than BMW, why were they behind BMW?

Not surprised Toyota is #1, their market cap ($196 Billion) is more than twice as big as the next biggest auto company ($71 Billion), which is VW.

This is the value of the "brand", not necessarily the literal market value of the company itself. VW doesn't have a lot of clout in the US, the largest market so it's not surprising they're not ranked higher. Porsche, Audi, etc. aren't as commonly associated with VW in the US as say lexus is with toyota.

[M4isKing]

Originally Posted by Phatcat

That is indeed weird, I didn't read the article so I am not sure what's the methodology, but considering VW made more money and has a higher market cap than BMW, why were they behind BMW?

Not surprised Toyota is #1, their market cap ($196 Billion) is more than twice as big as the next biggest auto company ($71 Billion), which is VW.

bmw has more fanbois thats why. apple by far has the most of of these - "brand loyalty"

[///MDriver]

Originally Posted by M4isKing

IKEA is the funniest to me.

or pampers

[bradleyland]

Originally Posted by Phatcat

That is indeed weird, I didn't read the article so I am not sure what's the methodology, but considering VW made more money and has a higher market cap than BMW, why were they behind BMW?

Not surprised Toyota is #1, their market cap ($196 Billion) is more than twice as big as the next biggest auto company ($71 Billion), which is VW.

I'm as happy as anyone that BMW ranks highly in this list, but Interbrand is such a load of shit. They try to quantify the unquantifiable, and to make things worse, they try to attach a dollar value to it. In reality, it's a simple scoring metric.

It's hard enough to identify an objective measure of brand value, much less a dollar amount you can associate with it. It's not related to any real value (as in, what someone would pay for it). For example, how would you sell a brand separate from the company? The answer is, you can't. The dollar value they've come up with is just a number.

Interbrand is a branding agency. They have a vested interest here. If they create an index of brands that people respect as authoritative, they become the authority on brand value. This gives them purview to pump the brands they manage, and discount brands they don't. Even if they're benevolent, they get the benefit of appearing to be a brand authority. Good sense dictates that a legitimate index would be created by an independent group, or at least by a consortium.

I won't lose any sleep over this silliness, but I do like to shoot my mouth off about it when given the opportunity

[Johndong888]

Originally Posted by bradleyland

I'm as happy as anyone that BMW ranks highly in this list, but Interbrand is such a load of shit. They try to quantify the unquantifiable, and to make things worse, they try to attach a dollar value to it. In reality, it's a simple scoring metric.

It's hard enough to identify an objective measure of brand value, much less a dollar amount you can associate with it. It's not related to any real value (as in, what someone would pay for it). For example, how would you sell a brand separate from the company? The answer is, you can't. The dollar value they've come up with is just a number.

Interbrand is a branding agency. They have a vested interest here. If they create an index of brands that people respect as authoritative, they become the authority on brand value. This gives them purview to pump the brands they manage, and discount brands they don't. Even if they're benevolent, they get the benefit of appearing to be a brand authority. Good sense dictates that a legitimate index would be created by an independent group, or at least by a consortium.

I won't lose any sleep over this silliness, but I do like to shoot my mouth off about it when given the opportunity

The word you're looking for is intangible asset

[N & M]

Not really something worth mentioning. BMW should aim to be the best in class. Period. Anything else is just not good enough.

[Kwando]

BMW should be ahead of MB..they've failed.

[bradleyland]

Originally Posted by Johndong888

The word you're looking for is intangible asset

Eh, yes and no. An intangible asset is listed on a balance sheet. Brands are normally only listed on a balance sheet if they were paid for as part of an acquisition, in which case actual money changed hands. At that point, you have a "real" value, not some smoked up number by a brand consulting firm. If you look over that list and focus on the brands that were grown organically, I don't think you'll find anyone listing their brand as an intangible asset on their balance sheet.

About the closest thing you'll see to a brand on an actual balance sheet (in a non-acqusitoin scenario) would be a trademark. The value of the mark is a combination of factors, which often includes income derived directly from the trademark (licensing and royalty). That's not the same as a brand though.

[Vector Pilot]

If the results are about brand awareness, based on the established criteria. I'm reading the opposite, coming in third tells me BMW is still an exclusive niche brand and not as mainstream as the ubiquitous Toyota. Regarding MB, throughout world we see a variety of Mercedes vehicles like cabs and trucks and buses.