Brand FinanceJapan3002025The annual report on the most valuable and strongest Japanese brands
JPY108 trillion:Japan's leadingbrands record 6%growth in valuedespite economicheadwindsAdecadeofsupremacv.ToyotaremainsJapan'smostvaluable brandSECOM secures its place as the strongest Japanesebrand in 2025Fastest growing brand: NRI's brand value doublestoJPY307 billionNissay/Nippon Life Insurance's CEO:Nation's topbrand guardianToyota leads Japanese brands in SustainabilityPerceptionsValue and positive gap value
Contents5689118ForewordAlexHaigh,ManagingDirector,BrandFinanceAsiaPacifinCountryOverviewValuation AnalysisMostValuableJapaneseBrands2025Most Valuable Brand: Toyota,Fastest Growing Brand Value:NRBrands to Watch: Nissav/Nippon LifeInsurance, Toppan, Terumo,Brand Strength AnalysisSector AnalysisBrand Guardianship IndexSustainability AnalysisBrand Value Ranking (JPYm)MethodologyOurServicesBrandFinanceJapan3002025brandirectory.com/japan3
AboutBrand FinanceBridaina theaapbetweenMarketing andFinanceBrand Finance wassetupin1996with theaim of 'bridaina the gap between marketingand finance. For more than 25 years, we,have helped companies and organisationsofallypes to connect thelir brands to thebottom line.Ouantifvina thefinancial value of brands Weput thousands ofthe world's biggestbrands to the test every year.Rankingbrands acrosall sectorsand countries,we publish over 100 reports annually.Unique combinationof expertiseThe world'sacross a wide range of disciplines;from marketing and market researchleading brandto tax and accounting.valuationPridingourselvesconsultancyon technical credibilityfirm requlated by the Institute of CharteredFor business enquiries, please contact.Accountants in Enaland and Wales.is theenquiries@brandfinance.comfirst brand valuation consultancy to join theInternation al Valuation Standards CouncilOur experts crafted standards (IS0 10668press@brandfinance.comandISO20671)and ourmethodology,ecertifed by Austrian Standards s oficillyapprovedby theMarketingAcountability+442073899400Standards Board.www.brandfinance.com
ForewordWhat makes a brand valuable? That is the question this study an swersthat are able to succesfullycommercialise that strength.Brands are strong:.This strength bulds value when the businesis selling the right things to the right people in the righ t places. Whether brands and their businessesbrands move up or down in our rankings.i's brand valuation study be gins by gathering individual perceptionsAlex Haighabout brands. With insights from over 175,000 respondents across41 countriesManagingDirector,Brand Financeasures of brand reputationbrand aAsia Pacificvith nine years of data, thisstanding of brand strength,then combine these insights with financial analvsismarketina andfinance"snd branding tofinancial teams.and value thereby informingthingcommongroundportance of their efforts, providingation to CFOs and enabling boards to prepare strateciesthatvalue of an assetis crucial for optimising,selling, discontinuing brands,rebrane, having this...
