According to Peter Walshe, the director at Milward Brown, “It is likely that Toyota’s brand has suffered further in recent months, but it is a strong brand and is trying hard to overcome the damage through a major communications campaign. All of our evidence shows that strong brands are much more likely to recover from a crisis.”

The research also showed that despite being the top brand, its brand value has dropped by 9% while Toyota fell from first to second. The latter however suffered the worst drop of 27% while Honda is third and Mercedes-Benz is fourth.