• Sep 20th 2010 at 8:01AM
  • 9
Interbrand uses a number of criteria to rank the world's top global, profitable, publicly-held brands – "global" meaning they operate on at least three continents, derive at least 30% of their income outside of their home market and no single market accounts for more than 50% of their income. Some of those stipulations are why you won't find companies like Mars or The BBC or even Wal-Mart on the list.

But you will find Toyota, which remains the top automotive brand, even with its recent recall and safety woes. The cynic's view might be to wonder how it can still remain so, with Interbrand's 10 principles of strong brands including commitment, clarity and responsiveness. But the company had built so much room that it could fall some ways and still be on top, sliding from eight to 11, just ahead of Mercedes at number 12. Interbrand said that while Toyota's problems were exacerbated by the way the company is set up, it hasn't been hurt as much as some would have thought and it has proven its resilience over the decades.

Oddly, although Ford was cited for having been "extremely innovative with product designs" and having "excelled at marketing its vehicles," lauded for its resilience, its closing of Mercury and its coming sustainability efforts, it falls one spot from 49 to 50. Don't take it personally, Ford – you're still climbing the charts as far as we're concerned. Elsewhere on the list, Volkswagen gains two places to settle at 53, Audi gains two places to reach 63, Hyundai jumps four spots to 65, Porsche gains two spots to 73, and Ferrari loses three spots to end up at 91. You can find the full report here (PDF warning).

[Source: Interbrand]

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    • 1 Second Ago
      • 5 Years Ago
      Excuse me , Honda is No. 20.
      • 5 Years Ago
      GE is still higher in appliances...
        • 5 Years Ago
        LOL! I'm no Toyota hater but that is FUNNY! Kudos to you sir:)
      • 5 Years Ago
      Oh boy, this is really going to anger a severely anti-Toyota AB readership!
        • 5 Years Ago
        You got that right. All the ignorant Toyota haters will have their panties in a knot once they read this.

        GO TOYOTA!
        • 5 Years Ago
        This has nothing to do with quality or how may people your brand has killed in the last ten years, this is about $$$$$$$$$$. And Toyota haters aren't upset, Toyota is still a piece of dangerous junk on wheels, whose resale value is falling by the day.
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