Today, car buyers know how bad the 2014 Toyota Corolla fared in a frontal collision. The Insurance Institute for Highway Safety scored the redesigned compact as ?marginal? and went on to describe the body structure as ?poor? and its cabin ?seriously compromised? from the impact. Tomorrow, those same car buyers will continue making the Corolla the world?s best-selling car of all time.
That?s the power of the Toyota name, a brand seemingly invincible to any forces that conspire against its global success. It?s a feeling reflected in the ?Best Global Brands? study by Interbrand, a New York?based ad agency that ranks 100 of what it considers to be the strongest names in business. Among automakers, Toyota was number one, just as it was the best-selling automaker worldwide last year, a spot it continually jockeys with General Motors.
While automotive lists such as Interbrand?s sound special, they don?t tell us anything meaningful that Toyota?or you, for that matter?doesn?t already know. Save for the new Lexus models and the lovely Scion FR-S, most of Toyota?s cars are bland and not particularly innovative. In return, Toyota delivers bulletproof reliability, high resale values, and fair prices that keep customers loyal for life. Their dealers treat customers so well that the company?s sudden acceleration recalls only made the smallest nick on its reputation. Through September, Toyota sold more than 233,000 Corollas?nearly all of which were ancient 2013 models with four-speed automatics. Toyota knows its customers better than anyone.
According to Interbrand, the nameless ?experts? behind its study predict a company?s profit throughout the next five years, calculate RBIs (not runs batted in, but a loosely defined ?Role of Brand Index?), and use another ?proprietary formula? to rate a company?s ?Brand Strength Score.? Stay with us, because even as Volkswagen ramps up production to hit 10 million vehicles by 2018, it ranks below BMW at number five among the 14 automotive and motorcycle manufacturers on the list. Ferrari, a brand so iconic that it rejects customers outright, is number 98 on the whole list. Toyota is number 10 overall, Hyundai is 43, and so on. It proves nothing but an illusion that Interbrand can use to justify high consulting fees.
But Interbrand is hardly alone. Before Pepsi unveiled their latest logo in 2009, the New York?based Arnell Group put out a 27-page document that correlated soda cases in the grocery store to the sun?s gravitational pull and Einstein?s relativity theory. Armed with buzzwords and sans-serif typefaces, most ad agencies actually believe they can reinvent everyone?s business without knowing how they actually run.
We prefer to judge ad agencies, particularly the car commercials, on their work alone. If you haven?t already heard, Toyota?s really popular these days.
Source: http://blog.caranddriver.com/toyota-named-most-valuable-automotive-brand-by-pete-campbell-types/
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