Which brand is worth the most?

Which brand is worth the most?

Electric car maker Tesla Motors, has hit the prestigious top ten of the 100 Most Valuable Global Brands report.

Its valuation at US$4.4 billion by advertising research firms WPP and Millward Brown in its annual report see the zero emission darling slip in at 10th place.

It displaces Lexus, which was valued at US$4.3 billion in 2015, for the spot. Valuations are based on future earnings estimates that can be attributed to brand power rather than company actions.

BrandZ highlighted the following about Tesla: “The Tesla brand has come to represent much more than beautiful cars; it also means breakthrough technology and exhilarating performance. Tesla has become a symbol of a new way of living – clean, bright, innovative and forward-thinking.”

“Earlier this year, 325,000 consumers were so enamoured with the vision of, and the emotion radiating from the brand that they put down a US$1000 deposit on a vehicle they had yet to see. In this case, vision and emotion combined to create real capital,” it adds.

Most other brands on the list remained unchanged, including Toyota, which took the top spot for the fourth consecutive year with a brand valuation of US$29.5 billion.

Volkswagen was dropped from the list after the company was discovered to have been lying about the emissions of its diesel-fueled vehicles, but the company’s Porsche brand broke into the top 10 with a valuation of US$4.4 billion.

For 2016, the first spot was taken by Google, followed by Apple, with Microsoft third, and Facebook on fifth. Toyota sits at number 28 in the overall standings.

Most valuable car brands
Valuation in billions, with list placing in brackets.

1. Toyota $29.5bn (28)
2. BMW $26.8 (33)
3. Mercedes-Benz $22.7 (39)
4. Honda $13.2 (74)
5. Ford $13.1 (75)
6. Nissan $11.5 (92)
7. Audi $9.5
8. Land Rover $4.7
9. Porsche $4.4
10. Tesla $4.4

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