Mercedes-Benz is the most valuable premium automotive brand!

Mercedes-Benz continues to be regarded as the world’s most valuable premium automotive brand.

In the latest ranking by respected brand consultancy Interbrand Zintzmeyer & Lux, ‘Best Global Brands 2011,’ the three-pointed star brand again took 12th place – as it did last year – and is therefore the most valuable European brand.

Its brand equity has risen to US$ 27.455 billion, an increase of nine per cent compared to 2010. Mercedes-Benz’s brand equity has therefore risen continuously since 2009.

The study’s authors attribute this success to customer satisfaction with the brand, which is higher than that of all other automotive brands. What’s more, the model initiative launched two years ago is enabling Mercedes-Benz to successfully respond to the market’s demand for ground-breaking, sustainable transport solutions.

Coca-Cola, IBM and Microsoft occupied the first three places respectively. Mercedes-Benz was placed 12th overall, while BMW was 15th, Volkswagen was 47th, Audi was 59th and Ferrari was 99th. Interbrand conducts the ‘Best Global Brands’ study every year. Leading CEOs regard it as the benchmark for measuring the value of international brands. The study identifies the 100 most valuable brands in the world.Interbrand further states: “Mercedes-Benz firmly staked out its territory atop the premium automobile category with its new tagline, “The Best or Nothing,” successfully tying its long heritage of excellence in engineering, performance, styling, and safety to its 125th birthday. Mercedes outranks all other automotive brands in terms of customer loyalty and satisfaction.

With its new model rollout, Mercedes has responded to a market that is quickly evolving in favor of green technologies. Half of the product line is available with its BlueEfficiency package, and it’s Daimler “Car2Go” car-sharing mobility concept recently launched. Mercedes-Benz also continues to partner with Tesla on lithium-ion battery packs, and it received a 2010 German Sustainability Award for its Atego BlueTec Hybrid truck”.

Interbrand’s method looks at the ongoing investment and management of the brand as a business asset. This means their method takes into account all the many ways in which a brand touches and benefits its organization - from attracting and retaining talent to delivering on customer expectations. The final value can then be used to guide brand management, so businesses can make better, more informed decisions. There are three key aspects that contribute to the assessment: the financial performance of the branded products or services, the role of brand in the purchase decision process, and the strength of the brand.

Mercedes-Benz is represented by Diesel & Motor Engineering PLC (DIMO), the only authorised agent in Sri Lanka. DIMO has been representing Mercedes-Benz for more than seven decades and boasts of the most modern state-of-the-art service and repair facility for automobiles in the country.