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24/7 Wall St.: 10 Brands That Lost the Most Value

8. Honda

Pct. brand value decline: 11% (tied for 9th)

Brand value: $17.3 billion (21st)

Parent company: Honda Motor Company Ltd. (NYSE: HMC)

1-yr. change in revenue: 4.6%

Industry: Automotive

The brand valuation of the worldwide automotive industry has begun to recover after a major dip during the recession, rising from a total of about $128 billion in 2010 to over $160 billion in 2012. The value of all of the top car brands measured by Interbrand increased since the 2011 report, except for Honda and Kia. Honda’s brand value in 2012 of $17.3 billion — which is $13 billion less than its Japanese rival Toyota Motor Corp.’s (NYSE: TM) brand — is the lowest since 2006. Some events that have impacted the company were beyond its control, including the Japanese earthquake, which affected its manufacturing, and floods in Thailand that hurt some of its suppliers. The carmaker, though, is responsible to some of the damage to its brand. Honda has issued multiple major recalls in recent years, including one for more than 570,000 Honda-branded vehicles earlier this week.

(AP Photo/David Zalubowski)

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The opinions expressed are solely those of the author and do not necessarily reflect the views of Comcast.

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