Toyota Loses 16 Percent Of Global Brand Value And Drops Three Places After Recalls

Toyota's massive recalls have caused it to drop from 8th to 11th place, losing 16 percent of its brand value, according to Interbrand's latest ranking of the Best Global Brands, released on Wednesday. Ford's launch of the new Fiesta, which became a fixture on YouTube, Flickr, Twitter and Facebook, was praised as one of the best examples of "how to use social media."

Curiously, Harley-Davidson tumbled in the rankings, falling to the number 98 spot from 73rd position in 2009. The drop reflects a 24 percent loss in brand value, noted Interbrand. But it offered no explanation for why Harley-Davidson took a hit.

Interbrand pointed out that Mercedes-Benz, at number 12, and BMW, at number 15, "were able to sustain and build their value through innovative design and a focus on delivering premium value vehicles with luxury features." Audi, at number 63, "led industry growth this year with a 9 percent increase in its brand value," said Interbrand in a statement.

Coca-Cola was the number-one brand in the 2010 survey, followed by IBM.

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F005 - 9/17/2010 5:45:41 PM

+2 Boost

Toyota asked for it. It has abandoned its commitment to quality & such outcome is not a surprise. This company is now going towards the direction GM had taken.

carguy68 - 9/17/2010 6:02:07 PM

+1 Boost

Toyota was never a quality brand! They were only known for quality because they lied all this time.

WorldofLuxury - 9/17/2010 9:58:31 PM

-3 Boost

hm... how much effect did last year's Cash for Clunkers and this year's sales halt have on this statistic?

Autoknologist - 9/17/2010 10:14:24 PM

-2 Boost

One must always be aware of ones ego so that, as one climbs the ladder of success, one does not lose track of where they came from. As well as how, why, and who got them there. It is one of the toughest things to do in life. Toyota is only experiencing what many others have. It's fortunate for them that there size and bank acct will allow them to survive. This is an example of there 'ego' A few years ago I had need to hire a Lemon Law attorney because of the I had the time (sad). Anyway, he made a comment at the beginning our first discussion that pretty much says it all; 'Your lucky you don't have a Toyota" Why? " They never are willing to admit that once in awhile they build some bad cars"

deepwater - 9/18/2010 12:17:13 PM

0 Boost

Necessary countermeasures:
1. Revise all supplier.
2. Stop cooperation with US suppliers, go for japanese.
3. Increase vehicle development period.
4. More strict quality controll in US factories, revise HR.
5. Revise all company attorney, hire the best ones.
6. Consider legal steps against all, who deteriorated company value by the pedal issue.

Joe_Limon - 9/18/2010 2:16:46 PM

+1 Boost

1. Increases costs
2. Increases costs
3. Increases costs
4. Increases costs
5. Increases costs (and is shady)
6. Increases costs

Should they also charge more for their vehicles?

uaw_lax - 9/18/2010 2:23:10 PM

+2 Boost

How about stop LYING to the customer and taking short cuts

uaw_lax - 9/19/2010 9:06:32 PM

-1 Boost

Ah Huu the Truth is Toyota received more government money than GM. Hell The country of Japan paid for the development of the Prius, and just manipulated it currency once again to give all Japanese company an advantage to sell there goods in America. Also lets talk about the millions upon millions of dollars the south gave Toyota to locate plants in there states. Sorry if you cant face the facts that you like a lying underhanded company that has no compassion when it comes to putting peoples lives in danger and has its eyes set on profits first.