2025年日本最具价值和最强品牌年度报告

Japan3002025 The annual report on the most valuable and strongest Japanese brands JPY108 trillion:Japan’s leadingbrands record 6%growth in valuedespite economicheadwinds +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 6 Valuation Analysis8Most Valuable Japanese Brands 20259Most Valuable Brand:Toyota11Fastest Growing Brand Value:NRI12Brands to Watch:Nissay/Nippon Life13Insurance, Toppan, Terumo Brand Strength Analysis14 Sector Analysis16 Brand Guardianship Index20 Sustainability Analysis23 Brand Value Ranking (JPYm)25 Methodology31 Our 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, wehave helped companies and organisationsof all types to connect their brands to thebottom line. Quantifying thefinancial value of brands We put thousands of the world’s biggestbrands to the test every year. Rankingbrands across all sectors and countries,we publish over 100 reports annually. Unique combinationof expertise The world'sleading brandvaluationconsultancy Our teams have experienceacross a wide range of disciplinesfrom marketing and market research,to brand strategy and visual identity,to tax and accounting. Priding ourselveson technical credibility 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.Our experts crafted standards (ISO 10668and ISO 20671) and our methodology,certified by Austrian Standards, is officiallyapproved by the Marketing AccountabilityStandards Board. For business enquiries, please contact:enquiries@brandfinance.com For media enquiries, please contact:press@brandfinance.com +44 207 389 9400www.brandfinance.com Foreword 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 rightthings to the right people in the right places. Whether brands and their businessesare building strength appropriately and in the right places determines whetherbrands move up or down in our rankings. 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, thiscomprehensive approach provides a deep understanding of brand strength.To define brand value, we then combine these insights with financial analysisof the businesses behind the brands, ensuring a holistic evaluation. Alex HaighManaging Director,Brand FinanceAsia Pacific 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,products, services and pricing. In addition, establishing common groundallows marketers to articulate the importance of their efforts, providingclear information to CFOs and enabling boards to prepare strategies thatoptimise performance. 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 helpaddress these questions and guide strategy. The impact of comprehendingyour brand’s value and fully leveraging it will help to drive growth, profitabilityand worldwide popularity. 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