Nissan Brand Value Growth Outstrips All Rivals.
VICTORIA, AUSTRALIA – May 24, 2011: The Nissan brand grew more strongly internationally in 2010 than any other automotive brand, according to the Millward Brown Optimor-devised ‘BrandZ Top 100 Most Valuable Global Brands’ survey just released.
Key to the 17 percent acceleration in Nissan’s brand value growth was the arrival of the LEAF electric car (European Car of the Year 2011 and World Car of the Year 2011), which was launched to the public in the United States and some European countries as well as Japan in 2010.
Given the momentum behind the rollout of the Nissan LEAF and greater awareness and demand for electric vehicles, Nissan expects to continue in its upward trajectory in 2011 as discussion focuses on the 2012 launch of the Nissan LEAF in Australia.
The Nissan brand momentum was also recognised as equal highest in its automotive peer group, underlining the intrinsic appeal of the Nissan product offering across the various segments, from the new global light car Micra, to the agile, able and accommodating new generation Nissan Patrol (scheduled for local launch next year).
The report says in its introduction it is vital for companies to “embrace brand stewardship as a critical competency for building long-term financial value”.
The report concludes that the uplift in brand values across the automotive sphere was driven by an industry recovering from the Global Financial Crisis by making cars that met consumer demand and understanding the new digital age.
“Shoppers spent more time researching online and relying on third-party comments as car marketing adjusted to the digital age. Fuel efficiency became a hygiene factor,” the report states.
One of the strongest automotive conclusions drawn by the report’s writers is that “innovation is easy to say, but hard to do”.
The report continues: “But consumers expect leading brands to deliver the future.”
Nissan is delivering the future through its Zero Emission electric car programme, which will reach its Australian tipping point in July when 16 LEAF hatchbacks are delivered to the Victorian Government’s five-year Electric Vehicle Trial.
Nissan has been building momentum of its own in Australia. Its sales grew 18 percent in the past (Japanese) financial year and it returned the highest market share growth of any brand.
BrandZ note to editors:
This is the sixth annual edition of the BrandZ Top 100 Most Valuable Global Brands report. It is the most comprehensive annual ranking of brand value. Developed by Millward Brown Optimor, the ranking analyses the world’s leading brands and the economic and competitive dynamics that influence value fluctuations.
BrandZ focuses on market-facing brands that generate revenue and profits through the sale of goods and services directly to consumers or business customers.