Mercedes Benz has further expanded its leading position as the most valuable luxury automobile brand in the world in the current “Best Global Brands 2023” ranking. After five years in a row at number eight, the star now shines as the seventh most important brand in the world. The renewed increase in brand value by nine percent underlines the company's consistent transformation into an iconic brand that impresses with its exceptional aesthetics, innovative technologies and integrated sustainability.
“The latest increase in our brand value is a first class achievement by the entire Mercedes Benz team, which makes us all very proud. The result is both a confirmation and an incentive for us: we are continuously building on our brand heritage to shape the future – with the goal of creating the most desirable cars in the world.”
Bettina Fetzer, Vice President Communications & Marketing Mercedes Benz AG
With the strategic realignment of the company in 2021, the brand’s core was also refined. From now on, the brand with the star stands for “Desire for Iconic Luxury”. The company thus combines two essential characteristics: Firstly, its strong roots as a luxury automobile manufacturer that has created numerous style-defining icons. And on the other hand, the pioneering spirit with which Mercedes Benz, as an innovation leader, drives forward the development of the automobile. Mercedes Benz is focusing more than ever on the radiance of the brand, which has a culture-shaping effect, and is carefully developed further while still honouring the brand's heritage. The goal is to shape the digital age by creating the most desirable vehicles and services in the world.
“Best Global Brands”: An indicator of the most valuable brands worldwide since 1999
The US brand consulting company Interbrand has been researching and analysing the most valuable brands in the world since 1999. The top 100 are included in the annual “Best Global Brands” study, which examines all candidates according to three criteria: “Financial performance of the brand's products or services”, “Role of the brand in the purchase decision process” and “Strength of the brand with regards to “Securing the company’s future earnings”. Interbrand was the first company to develop a brand evaluation method that was certified according to ISO 10668. The international standard set benchmarks for evaluation and meets the requirements for precise monetary brand classification.
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