Toyota Named Best Global Automotive Brand in Interbrand’s “100 Best Global Brands Report” 2018, based on a brand’s value globally
Interbrand recently announced Toyota as the most valuable automotive brand in its 2018 Best Global Brands report. Now in its 19th year, the report’s 2018 theme is Activating Brave, and examines the role that brand strength plays in the bold transformation of the world’s leading businesses.
The Activating Brave report analyzes how the Best Global Brands are achieving bold transformation that drives lasting economic value through brand strength. Key trends include customer-centricity, positive utility, the rise of luxury, and the success of subscription models.
Since its founding as a loom manufacturer, Toyota has been driven by a commitment to contributing to society. Over its long history, the company has grown into an innovative leader that has enabled vehicle electrification on a mass scale with the development of the Prius hybrid electric car 20 years ago and more recently, the Mirai hydrogen fuel cell electric vehicle. Toyota sees alternative powertrains, automated cars, mobility-as-a-service, and robotics as significant opportunities to move people and transform the company.
“A decade after the global financial crisis, the brands that are growing fastest are those that intuitively understand their customers and make brave iconic moves that delight and deliver in new ways,” commented Interbrand.
More than half of the Best Global Brands came from five sectors: Automotive (16), Technology (13), Financial Services (12), Luxury (9), and Fast-Moving Consumer Goods (9).
The efforts to improve and increase the diversity of electrified powertrain options is tied directly to Toyota's ‘Environmental Challenge 2050,’ wherein the company aims to achieve annual electrified vehicle sales of 5.5 million units by 2030. To achieve its goal, Toyota unveiled plans to have 10 Battery Electric Vehicle (BEV) models available worldwide by the early 2020s, and from around 2025, the company aims to have an electrified version available for all vehicle models across its global lineup.
About Interbrand’s Best 100
Interbrand’s publishes top 100 brands report based on a unique methodology analyzing the many ways a brand touches and benefits an organization, from attracting top talent to delivering on customer expectation. Three key pieces of analysis form the basis of Interbrand’s valuation methodology: The financial performance of the branded products or services, the role the brand plays in purchase decisions, the brand’s competitive strength and its ability to create loyalty and, therefore, sustainable demand and profit into the future.
As a Mobility Company, Toyota is Committed to Freedom of “Mobility for All"
Toyota believes that mobility goes beyond cars; it is about overcoming challenges and making dreams come true. The ‘Start Your Impossible’ initiative reflects these values and highlights the company’s goal to provide freedom of mobility for all.
As a worldwide partner of the Olympic Games and the Paralympic Games, Toyota aims to encourage creating a peaceful society without discrimination through sports and a commitment to building a sustainable society through mobility. Toyota’s values of continuous improvement and respect for people are shared by the Olympic Games, which brings together the entire world in friendship and solidarity to celebrate the highest realization of human potential.
Interbrand was the first company to have its brand valuation methodology certified as compliant with the requirements of ISO 10668 (requirements for monetary brand valuation) and played a key role in the development of the standard itself.