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US: Toyota again 'most valuable automotive brand'

By Graeme Roberts | 13 October 2014

Toyotas investment in future mobility, including zero-emission vehicles such as the fuel cell model pictured, and its focus on sustainability and innovation, have contributed to a 20% increase in its brand value over the past year

Toyota's investment in future mobility, including zero-emission vehicles such as the fuel cell model pictured, and its focus on sustainability and innovation, have contributed to a 20% increase in its brand value over the past year

Toyota's investment in future mobility, including zero-emission vehicles and its focus on sustainability and innovation, have contributed to a 20% increase in its brand value over the past year.

The Best Global Brands Report 2014 compiled by international consultancy Interbrand listed Toyota as the most valuable automotive brand worldwide for the 11th straight year.

Valuation increased to US$42.4bn from $35.3bn which was in addition to a rise of 17% in the previous year.

Among the leading brands from all sectors, Toyota was ranked eighth, two places up from a year earlier. Toyota had been the most valuable automotive brand on the list since 2004.

Interbrand cited Toyota's success in managing the costs of technology by sharing development with other companies while remaining an environmental steward within the automotive sector

"By prioritiiing collaboration, investing in mobility, and putting sustainability and innovation at the top of its agenda, Toyota is well positioned to thrive in a changing world," Interbrand said.

Toyota Motor Sales USA vice-president of marketing Jack Hollis told Interbrand the company's strong brand was due to its dedicated workforce and dealers and its loyal customers.

"At Toyota, we're not just thinking about where the automobile industry is headed - we're committed to leading the way to the future of mobility," Hollis said.

He said brand leadership was a measure of the relationship and loyalty between a company and its customers, who he described as "retail guests".

"Loyalty often breeds brand leadership because once a guest comes into your family, they don't want to go anywhere else.

"People choose brands - and sometimes pay more - because they have an emotional connection with those brands," Hollis said.

The Interbrand report measures brands based on financial performance, advertising exposure, consistency, customer understanding, clarity and relevance.