For the first time ever, Nissan has been ranked in the top 100 companies in the annual BusinessWeek survey of the world’s most valuable brands, joining the likes of Coca-Cola, Microsoft and IBM.
Coming in at number 89 on the list with a brand value of $2.5 billion, Nissan is described as being "on a roll" thanks to its management. The survey’s authors also state that the brand’s reputation has yet to catch up with the company’s "crowd-pleasing new models".
The ranking is based on a detailed analysis of the extent to which sales are driven by the brand name. To calculate the brand’s value, several factors are taken into account, including the brand’s market leadership, its stability, and its ability to cross geographic and cultural borders.
In order to qualify for consideration, companies have to meet the following minimum criteria:
- They must have brand value greater than $1 billion
- They must be global in nature, meaning they must derive at least a third of their sales from outside their home countries and have significant distribution throughout the Americas, Europe, and Asia
- They must have publicly available marketing and financial data
The rise in Nissan’s brand ranking follows a complete turnaround in the company’s fortunes resulting from extensive restructuring, and an intensive programme of new model launches. Twenty-one new vehicles have been launched worldwide in the last three years. In Europe, these have included models such as the new Primera, the new Micra and the X-TRAIL.
The survey, which was carried out by Interbrand, is published in this week’s edition of BusinessWeek dated August 4th.Published 5 August 2003