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Interbrand, a brand consultancy firm headquartered in London creates the Best Global Brands list and Best Global Green Brands list. For 2012, ToyotaToyotaJapan, 1937 > present has been named in its list as the top world green brand. Other top automotive companies were HondaHondaJapan, 1948 > present in third, VolkswagenVolkswagenGermany, 1938 > present in fourth, BMWBMWGermany, 1918 > present in 10th, FordFordUnited States of America, 1903 > present in 15th, Mercedes-BenzMercedes-BenzGermany, 1924 > present in 16th, HyundaiHyundaiRepublic of Korea, 1967 > present in 17th and NissanNissanJapan, 1932 > present in 21st.
The list ranks the top global green brands based on producing and distributing goods in an environmentally responsible manner; build the perception that the brand is environmentally friendly; and Interbrand monitors the gap between these two factors. A positive gap indicates that a company is more environmentally friendly than consumer perceive it to be, and a negative gap shows that the company is perceived as more sustainable than it actually is. The Deloitte accountancy firm created a baseline sustainability index based on public information from sustainability reports and carbon disclosures from the individual companies. To determine how a company is perceived, Interbrand queries 10,000 respondents, a 1,000 each from the top 10 markets throughout the world. The numbers established by Deloitte and Interbrand’s perception numbers creates the overall score.
Toyota has given a -2.6 gap score in the study meaning that Toyota is not actually as green as the general public perceives it. The same was true with Honda that had a -0.4 gap. However, Volkswagen had a 4.2 score, and BMW had a 4.7 score. That means that these brands are actually cleaner than the public thinks they are.
It was the first time for Nissan to be on the list, and Interbrand says that it began in such a high position (21st) because of its LeafNissan LEAFJapan, 2009 > present electric car and attempts to broaden the European electric car infrastructure.
Ford in 15th had among the biggest gains of any brands on the list. It jumped five spots in one year. The only brands that did better were Starbucks and UPS. Interbrand gives Ford credit for its transparency concerning its environmental impact, and its attempts to clean up its factories and cars.
You can view the complete list of green brands here.