Honda F1 website

OCTOBER 7, 2004

The big brand era

According to a survey conducted by NOP, Mercedes, BMW and Toyota are the world's most advocated brands. The poll was conducted in 30 countries and involved 30,000 consumers. The survey found that over half the customers of the three companies were people who were likely to spread the word about the products. The study was designed to establish the loyalty of the customers of 43 major corporations. Mercedes came out ahead with an impressive 59% of its customers falling into the category of "active brand advocates". BMW followed with 53% and Toyota came third with 51%, ahead of Nokia, Sony, Estee Lauder, Lancome, Clinique, Ford and Nike.