Mercedes-Benz has been regarded as the world’s most valuable premium automotive brand, according to the latest ranking by brand consultancy Interbrand Zintzmeyer & Lux in its ‘Best Global Brands 2011’ study.
The three-pointed star brand took 12th place – as it did last year – and is therefore the most valuable European brand. Its brand equity has risen to US$ 27.455 billion, an increase of 9 % compared to 2010. Mercedes-Benz’s brand equity has therefore risen continuously since 2009, the automotive firm said.
The study’s authors attribute this success to customer satisfaction with the brand, which is higher than that of all other automotive brands.
Coca-Cola, IBM and Microsoft occupied the first three places, respectively. Mercedes-Benz was placed 12th overall, while BMW was 15th, Volkswagen was 47th, Audi was 59th and Ferrari was 99th. Interbrand conducts the ‘Best Global Brands’ study every year. Leading CEOs regard it as the benchmark for measuring the value of international brands. The study identifies the 100 most valuable brands in the world, the statement said.