German carmaker Mercedes-Benz has further increased its brand value, and is once again the world's most valuable luxury automotive brand. In the latest 'Best Global Brands 2019' ranking by the US brand consultancy Interbrand, the brand reaffirmed last year's result by taking eighth place. Mercedes-Benz continues to be the only European brand in the top ten.
Compared to 2018, the brand value of Mercedes-Benz increased by a further five percent to US$ 50.832 billion. Mercedes-Benz has continuously increased its value since 2009.
"We are proud to have achieved eighth place in the 'Best Global Brands 2019' again, with a further increase in our brand value. This is a magnificent achievement by the entire Mercedes-Benz team – and by this I mean every individual who strives for the success of our brand on a daily basis," said Bettina Fetzer, Head of Marketing at Mercedes-Benz Cars. "This result is both a confirmation and an incentive. Alongside the best products and services for our customers, we are developing Mercedes-Benz into a sustainable luxury brand – after all, the star is our most valuable asset."
Modern luxury cars target sustainability
The transformation in society is also changing the role of brands: successful brands create trust and show a clear attitude both inside and out. Mercedes-Benz is driven by innovation, responsibility and purpose, and systematically seeks to develop intuitive, seamless and sustainable mobility solutions.
According to the carmaker, the "purpose" of the brand is 'First Move the World'. At Mercedes-Benz this is the meaning behind the work, the motivation and the 'why'. 'First Move the World'stands for the ambition to pursue more than the directly achievable. This pioneering spirit is part of the brand's DNA, says Mercedes-Benz.
This year the 20th 'Best Global Brands' study was conducted. Interbrand, a US brand consultancy, assesses the 100 most valuable brands in the world according to three aspects: 'financial performance of the brand's products or services', 'role of the brand in the buying decision process' and 'strength of the brand with a view to safeguarding the future revenue of the company'. A certified methodology acc. to ISO 10668:2010 enables the monetary value of a brand to be determined.
Also read: 2019 Best Global Brands Study
2018 Best Global Global Brands Study
2017 Best Global Brands Study