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Toyota named ‘world’s greenest brand’

09-08-2011
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Toyota is the world's greenest brand, according to a new global survey from the international brand consultancy Interbrand.

The research, called Best Global Green Brands, combines public perception of environmental sustainability with a demonstration of that performance based on publicly available information and data.

Based on data collected from the world's leading markets, the report awards Toyota a top Green Performance Score of 64.19 points, ahead of industrial conglomerate 3M and engineering group Siemens.

"Toyota is a leading example of making the environment a core management priority, while also engaging in a meaningful way with audiences around the world," the report says.

"Its high perception score is in large part due to the iconic status of the Prius, which has become synonymous with hybrid vehicles.

"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."

Toyota's long-term approach towards sustainable operations is reflected in recent initiatives in Australia.

These include the decision to build a new state-of-the-art engine plant that will provide fuel-efficient engines for Camry and, for the first time, Camry Hybrid.

The Best Global Green Brands report's measurement methodology was developed by Interbrand together with Deloitte, with the Green Performance Score designed to be applicable across differing industries.

While compiling the report, Interbrand interviewed 10,000 consumers across 10 of the world's largest markets to gauge consumer perceptions of a brand's green performance.

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