Toyota named greenest brand in the world

By Gemma Charles, marketingmagazine.co.uk, Wednesday, 27 July 2011 10:01AM

Toyota has been named the greenest global brand in a major study by Interbrand that spans the 10 biggest consumer markets.

Toyota Prius: hybrid vewhicle helps car manufacturer gain greenest brand label

Toyota Prius: hybrid vewhicle helps car manufacturer gain greenest brand label

The research, called Best Global Green Brands, combines public perception of environmental sustainability with performance on publicly available information and data. It covers the US, Japan, China, Germany, France, UK, Italy, Brazil, Spain, and India.

The report said: "Its [Toyota's] high perception score is in large part due to the iconic status of the Prius, which has become synonymous with hybrid vehicle. And yet, even beyond the Prius, Toyota has made an effort to enhance its eco vehicle development reputation, as demonstrated by its 2010 partnership with [electric car manufacturer] Tesla.

"Additionally, on an internal level, it continues to embark on company wide initiatives to improve environmental performance each year."

The stationery company 3M took second place, while Siemens came third.

The survey also found that for a number of brands, there were large gaps between performance and perception.

L'Oréal, Nokia, and HSBC all scored significantly higher in performance than perception, suggesting that while they are doing effective programmes internally in terms of environmental sustainability, they are still not communicating their efforts to consumers.

Conversely, McDonald's, GE, and Coca-Cola all scored significantly higher in perception than performance.

The foundation of the ranking is Interbrand's 2010 Best Global Brands report, as these brands have a global presence and a demonstrated record of delivering value to stakeholders.

Jez Frampton, global chief executive officer at Interbrand, said: "As corporate citizenship increasingly becomes the norm, green initiatives may be among the most visible and easiest to claim and yet, can be the most challenging to deliver performance against.

"We believe the strongest green brands lie at the intersection of performance and perception: their ability to build stronger connections with consumers as a result of actionable and credible environmental practices."

Ranking Brand Name Sector Scores Gap*
1 Toyota  Automotive 64.19 -7.64
2 3M  Diversified 63.33 0.74
3 Siemens  Diversified 63.08 6.44
4 Johnson&Johnson  FMCG 59.41 2.35
5 HP  Electronics 59.06 12.88
6 Volkswagen  Automotive 58.9 1.82
7 Honda  Automotive 58.85 -11.11
8 Dell  Electronics 58.81 11.08
9 Cisco  Business Services 57.66 15.07
10 Panasonic  Electronics 57.32 12.68
11 Hyundai  Automotive 57.18 11.28
12 BMW  Automotive 56.81 4.9
13 Apple  Electronics 56.43 -0.48
14 Danone  FMCG 56.15 1.39
15 L'Oreal  FMCG 55.84 22.68
16 Mercedes-Benz  Automotive 55.24 2.63
17 Nike  Sporting Goods 54.94 7.83
18 Sony  Electronics 54.73 4.84
19 IBM  Business Services 54.68 13.93
20 Ford  Automotive 54.67 -13.61
21 Allianz  Financial Services 54.55 -0.13
22 Nokia  Electronics 54.51 17.26
23 Adidas  Sporting Goods 54.48 7.48
24 GE  Diversified 54.24 -23.17
25 Samsung  Electronics 54.06 11.76
26 Intel  Electronics 53.89 10.63
27 Coca-Cola  Beverages 53.38 -19.61
28 Canon  Electronics 53.13 7.46
29 Pepsi  Beverages 53.04 -1.98
30 Microsoft  Computer Software 53.02 -8.69
31 Xerox  Electronics 52.61 14.27
32 Philips  Electronics 52.58 9.88
33 Shell  Energy 52.47 4.07
34 Caterpillar  Diversified 52.08 -6.06
35 Campbell's  FMCG 50.94 6.9
36 Kellog's  FMCG 50.81 -16.14
37 Avon  FMCG 50.36 0.92
38 SAP  Business Services 50.16 -0.2
39 IKEA  Home Furnishings 49.32 -16.64
40 Santander  Financial Services 49.26 -5.7
41 AXA  Financial Services 48.39 -2.72
42 Starbucks  Restaurants 47.99 -13.01
43 Nintendo  Electronics 47.78 8.23
44 Credit Suisse  Financial Services 47.07 6.25
45 McDonald's  Restaurants 47.06 -27.96
46 Citi  Financial Services 46.97 11.81
47 Barclays  Financial Services 46.9 7.13
48 HSBC  Financial Services 46.54 15.86
49 UPS  Transportation 46.12 -9.79
50 Accenture  Business Services 45.76 -13.18

Source: Interbrand

*between performance and perception

This article was first published on marketingmagazine.co.uk

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