Mercedes-Benz holds Top 10 spot in Best Global Brands
October 04, 2017 at 5:21 PM
Exceptional global growth for Mercedes-Benz has seen the German car-maker feature yet again in the Top 10 of Interbrand's 100 Best Global Brands report.
The report, considers three criteria when ranking brands: The financial performance of the branded products and services, the role the brand plays in influencing customer choice, and the strength the brand has to command a premium price or secure earnings for the company.
Mercedes-Benz, one of sixteen car brands in the Top 100 Global Brands for 2017 report, was ranked ninth overall - the 2nd highest ranked automotive brand to Toyota (5th overall). However, Toyota fell two places compared to last year's 100 Best Global Brands report, whilst Mercedes maintained its position having experienced an impressive 10% growth in brand value (as assessed by Interbrand) - with Toyota experiencing a 6% fall in brand value.
Jim Hoostal, executive director of automotive for the brand-consulting firm Interbrand, was most impressed with Mercedes-Benz's surge in brand value, adding that the shift reflected more than the fact that last year Mercedes overtook BMW globally as the No. 1 luxury brand in terms of sales and even more than the brand's impressive investment in new products.
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