The value of the Nissan brand was estimated at $9.082bn, an increase by 19 per cent from last year’s estimated value of more than $7.6bn. It is ranked 49, up from 56 in 2014 and 90 from the company’s inaugural appearance on the list in 2011.
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There was confirmation that a few brands, such as Apple, which held the top spot for another year with an incredible valuation of $US170 billion ($240 billion), were in the ascendancy, while presenting less positive news that others, like traditional powerhouses McDonald’s and Coca-Cola, had slipped down the global league table.
Branding consultant, Interbrand, has revealed its top 100 best global brands list for 2015, and Apple has bitten the top spot.
Interbrand considers a brands financial performance, its ability to command a premium price without the need to rely on price promotion as well as its ability to include consumer selection at the moment of purchase when determining brand value.
Toyota is followed by BMW at number eleven, which has a brand value of $37 billion.
The report also showed how the technology industry dominated the total ranking as nearly half of the top 10 positions in the list have been occupied by companies from the tech world.
Notable by their absences this time around are Nokia and Nintendo, both of which have dropped from the top 100 rankings after being swallowed by Microsoft and flopping in the sales charts respectively. “Growing a global brand that’s exciting and innovative is an integral part of our company’s success”.
The study cited the strength of Nissan’s engagement with Millennials, effective sponsorship opportunities and customisation offerings among the drivers of the company’s brand health and again named them a “Top Riser”. Fellow VW Group brand Audi did not see a negative impact, with its brand value increasing by 5% this year.
“The Best Global Brands report examines what it takes for brands to succeed in today’s hyper-fragmented world”.
Per Interbrand, the most valuable brands going forward will be those that use technology to support products and services that align and integrate into consumers’ everyday lives.
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