Toyota’s brand value rose 12% from 2012 to $24.5 billion in this year’s Brandz Top 100 list compiled by U.K.-based brand research group Millward Brown.
The company’s valuation is based on consumer interviews and financial analysis.
Toyota’s gain was enough to knock BMW (-2% to $24 billion) out of the top spot for auto brands. BMW led in 2010 and 2012. Toyota took the lead in 2006-2009 and in 2011.
Overall, Toyota and BMW rank 23rd and 24th, respectively. The highest-ranking U.S. automotive marque is Ford (+8% to $7.6 billion), which did not make the Top 100.
Other valuable car brands are Mercedes-Benz ($18 billion), Honda ($12.4 billion), Nissan ($10.2 billion) and Volkswagen ($8.8 billion).
Apple ($185.1 billion) led the brand list for the second straight year, followed by Google ($113.7 billion), IBM ($112.5 billion), McDonald’s ($90.3 billion) and Coca-Cola ($78.4 billion).