Toyota maintains Interbrand ranking at No. 10 in world

by Masaaki Kameda

Staff Writer

Seven Japanese firms made it onto the list of the top 100 most valuable brands in the world for 2013 compiled by U.S. consultancy Interbrand.

Toyota Motor Corp. came in 10th, unchanged from last year, with a value of $35.3 billion, the best showing among Japanese firms in the annual Best Global Brands rankings.

“The brand not only scored well with customers but has led the entire automotive segment nearly every time,” Interbrand said Monday of Toyota, adding that the automaker’s brand value went up 17 percent from last year.

Toyota led the automotive sector, followed by Mercedes-Benz in 11th place and BMW in 12th.

The seven Japanese firms include Honda Motor Co., which came in 20th, up one notch from last year, Canon Inc. in 35th, down from 30th, and Sony Corp. in 46th, down six places.

Topping the list for the first time was Apple Inc. It unseated Coca-Cola Co., which had been No. 1 since 2000, the first year Interbrand announced its rankings. Apple was lauded for such gadgets as the iPhone and iPad, saying it “continues to respond to emerging needs, improve its products and break new ground in design and performance.”

Moving up from second place, Apple’s brand was rated at $98.3 billion. Coca-Cola fell to third as Google Inc. moved into second from fourth, while IBM took fourth and Microsoft fifth.

Samsung Electronics Co. took eighth place.