BMW has ranked pretty well in the 2019 edition of the Interbrands Best Global Brands rankings. Overall, it is an improvement in the brand value of 1%. For BMW, the 11th place is an increase compared to 2018, when the Bavarians ranked 13th in the Interbrand top. The 1% improvement in brand value corresponds to a consistent surge from $41,006 millions in 2018 to $41,440 millions this year.
Given the latest model offensive, it is expected that BMW will grow even further and classify in a better spot next year. Of course, there are many factors to take into account here, besides simply the brand value, the customer satisfaction or product reliability. The brand recognition is more complex than thought in the first instance and there are many factors that influence the popularity of one brand.
In the case of BMW, the main positives were the clarity of the brand (internally driven), whereas the consistency and presence were noted as top performers in the category of externally driven factors.
The most important competitor of the Munich-based brand, Mercedes-Benz, classified 8th in the rankings, after a 5% yoy increase in brand value up to $50,832 millions. On the other hand, Audi has been ranked just 42nd, marking an increase in brand value of 4% compared to the previous year. The Ingolstadt-based premium constructor has finished behind its parent company Volkswagen, which grabbed 40th position with a total brand value of $12,921 millions (+6% up from 2018).
It is also of great importance to note that, since 2009, BMW has experienced a constant path of sustained growth in terms of brand value, starting from a mere $21,671 millions ten years ago. There is more room to go up, given the performance of arch rival Mercedes-Benz, and BMW is sure to have the necessary qualities and attributes to grow further in the following years. Probably, helped by the model expansion and with the advent of the new electrified vehicles planned for the next 2 years, and the extension of electrification across the model portfolio, BMW is likely to reach the $50,000 millions level in a 4-5 years time frame.