Brand value increases across categories
Brand value increases across categories
Brand value increases across categories
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Part 3 | The Categories<br />
Cars<br />
CARS TURN THE CORNER<br />
ON SALES WITH DEMAND<br />
RISING IN THE US<br />
Offer better quality and more features<br />
CAR SALES improved in some<br />
regions, but they remained below<br />
pre-recession levels.<br />
That was especially true in the US, where<br />
an improved economy drove a 13 percent<br />
year-on-year sales increase to 14.5<br />
million cars. Sales spiked at the end of<br />
the year because of replacement demand<br />
following Hurricane Sandy.<br />
Car sales rebounded in the UK as well,<br />
to over 2 million vehicles. The 5.3 percent<br />
sales increase compared with 2011<br />
was the highest year-on-year rise since<br />
2001, according to the Society of Motor<br />
Manufacturers and Traders.<br />
Sales growth in China continued,<br />
although at a somewhat slower pace.<br />
Weak consumer confidence continued<br />
to inhibit sales in Europe. Registrations<br />
declined 8.2 percent year-on-year to 12.1<br />
million cars, according to the European<br />
Automobile Manufacturers’ Association.<br />
The European slowdown impacted<br />
BMW’s earnings and was in part<br />
responsible for the swap at the top of the<br />
rankings, as Toyota surpassed BMW to<br />
reclaim brand <strong>value</strong> leadership. The rise<br />
suggested that Toyota had rehabilitated a<br />
reputation for reliability compromised by<br />
48 <strong>Brand</strong>Z Top 100 Most Valuable Global <strong>Brand</strong>s 2013<br />
the recall problems of 2010.<br />
The brand <strong>value</strong> of the Top 10 brands<br />
improved 5 percent in the 2013 <strong>Brand</strong>Z<br />
ranking compared with a 7 percent<br />
decline last year. <strong>Brand</strong> <strong>value</strong> remained<br />
at only 71 percent of its pre-recession<br />
level. These other developments also<br />
shaped the category:<br />
Cost controls<br />
Carmakers continued to use common<br />
platforms for different brands to<br />
yield production economies.<br />
Luxury features<br />
Cars at all levels enjoyed the kinds<br />
of technological features once only<br />
available on luxury models.<br />
Hybrid growth<br />
Desire for price and performance<br />
was balanced with concern for the<br />
environment, although pure electric<br />
cars still sought acceptance.<br />
US surge raises most brands<br />
With US sales of 2.1 million cars, Ford<br />
was the country’s best-selling brand.<br />
Its closest competitor, GM’s Chevrolet,<br />
sold 1.9 million cars. With a 35 percent<br />
increase in sales, the Volkswagen brand<br />
recorded its third consecutive year of<br />
Definition<br />
The car category includes mass<br />
market and luxury cars but<br />
excludes trucks. Each car brand<br />
includes all models marketed<br />
under the brand name.<br />
Top 10 Cars<br />
<strong>Brand</strong> <strong>value</strong><br />
2013 $M<br />
<strong>Brand</strong><br />
contribution<br />
<strong>Brand</strong> <strong>value</strong> %<br />
change 2013 vs 2012<br />
1 Toyota 24,497 4 12%<br />
2 BMW 24,015 4 -2%<br />
3 Mercedes-Benz 17,952 4 11%<br />
4 Honda 12,401 3 -2%<br />
5 Nissan 10,186 3 3%<br />
6 Volkswagen 8,790 3 3%<br />
7 ford 7,556 3 8%<br />
8 Audi 5,545 4 18%<br />
9 Hyundai 4,000 2 11%<br />
10 Lexus 3,472 3 2%<br />
Valuations include data from <strong>Brand</strong>Z, Kantar Worldpanel, Kantar Retail and Bloomberg.<br />
<strong>Brand</strong> Contribution measures the influence of brand alone on earnings, on a scale of 1 to 5 (5 highest).<br />
Consumer & Retail | Cars<br />
Up 5%<br />
49