Mercedes-Benz - the world’s most valuable brand
Second place went to Toyota, who dropped 6 per cent compared to the previous year, to $43.7 billion, while the third spot went to BMW, whose brand value is estimated at $41.8 billion. Volkswagen, who suffered a severe drop in brand value following the 'Dieselgate' scandal, is on the rebound, occupying fourth place ($25,014 billion). The biggest increase in value belongs to Aston Martin, who managed to increase by 268 per cent compared to 2017. The brand reached $3.6 billion and is now the fastest-growing brand in the automotive sector. Overall, Aston Martin ranked 24th in the report. The fast-growing Chinese car market managed some serious leaps in terms of brand value, with six Asian brands managing to make their way into the top 50; Haval, Geely, BYD, Baojun, Foton and JAC Motors. According to the report, brand value is established after compiling data from several key indicators. These indicators include marketing investment, stakeholder equity, business performance and royalty rate. Brand revenue is also taken into consideration.