Loyalty puts Toyota back on top

Toyota has regained its position as the world's most valuable automotive brand, despite the carmaker's massive global recall campaign.

Toyota's brand value jumped 11 per cent to US$24.2 billion ($30.6 billion) in the BrandZ Top 100 annual ranking of the world's most valuable brands.

It overtook BMW, No. 1 last year in the automotive category. The ranking was compiled by the research company Millward Brown.

Peter Walshe, Millward Brown global brand director, said Toyota's recall had not dented consumers' confidence in the carmaker.

"It was a highly trusted brand before the recall and the company was always going to bounce back if it acted responsibly, which it did. It shows the resilience of the brand," Walshe said.

Toyota had been the most valuable automotive brand every year from 2006 until 2009.

Mercedes-Benz moved to the No. 3 spot in the automotive category, overtaking Honda, after its brand value increased by 12 per cent.

Nissan's 17 per cent rise in brand value was helped by the marketing buzz created by the Leaf electric car, Walshe said. "Nissan is positioning itself as a green leader and its stance is paying off.

"It has also realised it is a challenger brand in most markets, so it is doing things differently in terms of its new models."

The 2011 Top 100 ranking is led by Apple, which has a brand value of US$153 billion. Apple this year took the top spot from last year's No. 1, Google, whose brand is valued at US$111 billion.

Millward Brown measures brand equity based on interviews with more than 1 million consumers globally and analysis of the financial and business performance of each company.

World's top 10 most valuable car brands in US$ billion:

1. Toyota $24.2
2. BMW $22.4
3. Mercedes $15.3
4. Honda $14.2
5. Porsche $12.4
6. Nissan $10.1
7 VW $7.4
8. Ford $7.4
9. Audi $3.8
10. Lexus $3.7