Ask drivers around the world to name a luxury car brand and chances are the majority will answer Mercedes-Benz; but did you know that they are also regarded as one of the top brands in the world? For years, Mercedes-Benz has been known as the world’s most valuable premium automotive brand and according to Interbrand Zintzmeyer & Lux’s ‘Best Global Brands 2011′, the Mercedes brand finishes in twelfth place – as it did last year – making it the most valuable European brand. Its brand equity has risen to US$ 27.455 billion, an increase of 9 percent compared to 2010. Mercedes-Benz’s brand equity has therefore risen continuously since 2009.
The study’s authors attribute Mercedes’ success to customer satisfaction, 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.
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.