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Honda ranks in world's top brands

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HONDA has again been placed among the world's top 20 most valuable brands according to recent research by leading international branding consultancy, Interbrand and Business Week magazine.

Honda ranked 19th on the international list of the 100 most valuable brands in 2005 and was the only manufacturer which features power equipment, outboards and small engines in its line-up, to make the exclusive group.

To be in contention, brands must have a value worth more than US$1 billion, derive at least a third of their income from outside their home country and have publicly available marketing and financial data.

Honda's brand value for 2005 was almost US$15.8 billion, up 6% from 2004.

Honda Power Equipment Manager, Bob Donaldson, said the company's rich history, high quality products and emphasis on research and development were key factors in Honda's strong brand value.

"Honda is a household name around the world thanks to its reputation for developing innovative, reliable and extremely well engineered products," said Mr Donaldson.

"As a company that manufactures a broad range of products spanning cars, motorcycles, advanced four-stroke power equipment and marine products, there are many positive flow-on effects.

"Owners who have experienced our products become extremely loyal and are likely to consider a Honda in another product category.

"The company continually strives for product improvement, which is an attraction for new customers, and there is co-operation in research and development across all departments that delivers product innovation, cutting-edge technology and design."

Mr Donaldson said there was no doubt that Honda's prominent brand name played a great role in the strong sales performance of Honda Power Equipment last year.

"Customers are drawn to well-known and reputable brands," said Mr Donaldson.

"This is particularly important in an area such as power equipment, where the industry is coming increasingly under fire from cheap, poor quality equipment that is being dumped into our market.

"It's Honda's strong brand image and commitment to improvement across the entire product range as well as developing new products in new fields, that has seen our power equipment division maintain market share in Australia, despite a period of poor rainfall in rural areas and competition from low grade imports."

Mr Donaldson said Honda was focused on maintaining its enviable position as a leader and innovator.

"Our commitment to developing a broad range of superior quality products and providing customers with dedicated after sales support will further enhance the Honda brand in years to come," he said.

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