最具价值和最强大的日本品牌300强的2025年度报告（英）2025

The annual report on the most valuable and strongest Japanese brands JPY108 trillion:Japan’s leadingbrands record 6%growth in value +A decade of supremacy:Toyotaremains Japan’smost valuable brand +SECOMsecures its place as the strongest Japanesebrand in 2025 +Fastest growing brand:NRI’sbrand value doublesto JPY307 billion +Nissay/Nippon Life Insurance’sCEO: Nation’s topbrand guardian +Toyotaleads Japanese brands in SustainabilityPerceptions Value and positive gap value Contents Foreword5Alex Haigh, Managing Director, Brand Finance Asia Pacific Country Overview Valuation Analysis Most Valuable Japanese Brands 2025Most Valuable Brand:ToyotaFastest Growing Brand Value:NRIBrands to Watch:Nissay/Nippon Life Brand Strength Analysis Sector Analysis16Brand Guardianship Index20Sustainability Analysis23Brand Value Ranking (JPYm)25Methodology31Our Services39 © 2025 All rights reserved. Brand Finance Plc. AboutBrand Finance Bridging the gap betweenMarketing and Finance Brand Finance was set up in 1996 with theaim of 'bridging the gap between marketingand finance'. For more than 25 years, we Quantifying the We put thousands of the world’s biggestbrands to the test every year. Rankingbrands across all sectors and countries, Unique combination The world'sleading brandvaluation Our teams have experienceacross a wide range of disciplinesfrom marketing and market research, Priding ourselves Brand Finance, a chartered accountancyfirm regulated by the Institute of CharteredAccountants in England and Wales, is thefirst brand valuation consultancy to join theInternational Valuation Standards Council. For business enquiries, please contact:enquiries@brandfinance.com For media enquiries, please contact:press@brandfinance.com +44 207 389 9400www.brandfinance.com What makes a brand valuable? That is the question this study answers. Brand Value is built when strong brands combine with strong businessesthat are able to successfully commercialise that strength. Brands are strongwhen people know about them, and they think they are the best option withintheir category. This knowledge and positive image lead into higher choice,at a higher price. This strength builds value when the business is selling the right Brand Finance’s brand valuation study begins by gathering individual perceptionsabout brands. With insights from over 175,000 respondents across 41 countries—including more than 25,000 from the Asia Pacific region—the study capturesbrand awareness, consideration, and various measures of brand reputation.Covering 31 sectors and analysing 6,000 brands with nine years of data, this Alex HaighManaging Director,Brand Finance The heart of what we do is to “bridge the gap between marketing and finance”to help communicate the benefits of marketing and branding to financial teams.We can determine the underlying factors driving brand value thereby informingdecisions on brand positioning and marketing tactics such as promotions, Understanding the precise financial value of an asset is crucial for optimisingreturns. Whether considering brand licensing, selling, discontinuing brands,rebranding or organising brand architecture, having this knowledge is essentialfor informed decision-making. Brand Finance has conducted thousands ofvaluations for brands and branded businesses, providing insights to help We invite you to explore the insights from this analysis and collaborate withus to shape a more profitable and sustainable future for your brand. By fullyleveraging your brand’s value, you can unlock growth, profitability, and globalrecognition. My team and I are ready to support you in this journey and look CountryOverview CountryOverview Japan entered 2025 with a renewed sense of economicconfidence, having weathered a year of transition andcautious growth. The economy made tangible stridesin 2024, narrowing its trade deficit while achievingrecord exports worth JPY108 trillion, led by strong performances fromNissay/Nippon Life Insurance,Tokio Marine, andSony Life, which capitalised onrising demand for financial protection and long-termsavings products. Telecoms and electronics, eachcontributing 9% of the country’s total brand value On the other hand, not all sectors fared as well.Tobacco, food, and soft drink brands experiencedsteep declines of 41%, 35%, and 16% respectively,reflecting regulatory pressures, changing consumerpreferences, and the shift toward healthier lifestyles. Corporate profits hit record levels for the fifthconsecutive year, while the Nikkei reached heights notseen in over three decades, signalling renewed investoroptimism. Inflation stabilised at 3% and interest rates Against this backdrop, Japan’s top 300 brandsgrew 6% year-on-year in total brand value, reflectingtheir ability to adapt and thrive in a changing market.Automotive brands remain the foundation of Japan’s Looking ahead, Japan’s brand landscape ispoised for a new phase of growth driven by digitaltransformation, sustainable i