Best car brands | Top 10

If you're Toyota, about $26 billion says global brand management group Interbrand. In its 2010 annual survey of the most recognised global names, Toyota tops the list based on its financial performance, the role of brand and its brand strength.

Interbrand creates the list on criteria including the need for the brand to be global and "transcend geographic and cultural differences.  In measurable terms, this requires that at least 30 per cent of revenues must come from outside the home country, and no more than 50 per cent of revenues should come from any one continent," Interbrand says.

"It must have a presence on at least three major continents, and must have broad geographic coverage in growing and emerging markets."

The global list is topped by Coca-Cola - worth $67 billion - and Toyota, despite its international strength, starts off the car makers in 11th spot.

1. TOYOTA

Brand value: $26,192m. Minor issues like class-leading recalls and accusations of personal injury or death have failed to kick Toyota off the top of the pile. But it has taken a hit. Compared with 2009, its brand value is down 16 per cent. Of all brands, Toyota ranks 11th, down from 8th in 2009.

2. MERCEDES-BENZ

Brand value: $25,179m. The 125-year-old car maker has had its ups and downs and is being chased hard by fellow German BMW. But its diversity - trucks and buses particularly - spread its word around the globe. It's up 6 per cent on 2009 but remains at 12th on the global list.

3. BMW

Brand value: $22,322m. Hunting down Mercedes is proving hard work. But BMW is beavering away and its brand name is being expanded through involvement in motorcycling events (Dakar and Ewan McGregor adventures being biggies) and high-profile electric car development. Still in 15th on the global list and is up 3 per cent in value on 2009.

4. HONDA

Brand value: $18,506m. The name still oozes Japanese quality but rivals are eroding previous gains. Honda, one of the few car makers without a major alliance partner, makes up for popularity in other divisions - motorcycling, outboards and generators being the majors - but has slipped globally to 20th from 18th in 2009 and yet its worth is up 4 per cent.

5. FORD

Brand value: $7195m. My, how the mighty have fallen. Even though Ford never went through financial restructuring like GM and Chrysler, the problems from the GFC have an impact. But Ford's looking up and its value is up 3 per cent on 2009 while its global brand placement slipped to 50th from 49th.

6. VOLKSWAGEN

Brand value: $6892m. This survey was done before Porsche came under the Volkswagen umbrella so expect an upgrade this year. VW wants to be the world's biggest car maker by 2018 but its brand value doesn't reflect that wish. Regardless, VW is continually spreading its factories and products around the world. Value is up 6 per cent from 2009 and it has climbed to 53rd globally from 55th.

7. AUDI

Brand value: $5461m. The equal biggest mover of the Top 10 car makers, Audi's brand value rose 9 per cent from 2009 and lifted its global placement to 63rd from 65th. More products, a big push into the US and brand placement deals with movies has helped the rise. New models this year is expected to further lift awareness.

8. HYUNDAI

Brand value: $5033m. Also up 9 per cent on 2009 and with a rise to 65th from 69th, Hyundai is growing in awareness through expanding products and entry into new markets, particularly China. Like others in the Top 10, it sees new products as the key to getting its name heard more widely and - in Australia alone - will launch four new cars in 2011.

9. PORSCHE

Brand value: $4404m. The world's most profitable car company has enjoyed new markets thanks to its SUVs and a move soon into more affordable cars. Its takeover by Volkswagen will expand its presence in new markets. Porsche's brand name is up 4 per cent on 2009 and is in 72nd place on the global brand list, up from 74th.

10. FERRARI

Brand value: $3562m. The theatre of Formula One has helped Ferrari forge an image of glamour and wealth with the pinnacle of performance. Though its cars are virtually unattainable because of cost, Ferrari is a clever marketer - its eye-opening theme park in Abu Dhabi is testament. But it has slipped on the global ladder - mainly because of more forceful rivals - to 91st from 88th, with a 1 per cent rise in brand value compared with 2009.