关于最有价值和最强大的技术、软件和电子电器品牌的年度报告

Contents. About Brand Finance4Get in Touch4Request Your Brand Value Report5Foreword6Brand Value Analysis8Brand Finance Japan 100 (JPY m)12Definitions14Brand Valuation Methodology16Market Research Methodology17Stakeholder Equity Measures17Consulting Services18Brand Evaluation Services19Communications Services20Brand Finance Network22 Request YourBrand Value Report. About Brand Finance. Brand Finance is the world’s leading independent A Brand Value Report provides a completebreakdown of the assumptions, data sources, and Each report includes expert recommendations for growingbrand value to drive business performance and offers acost-effective way to gaining a better understanding of Brand Finance was set up in 1996 with the aim of ‘bridgingthe gap between marketing and finance’. For more than20 years, we have helped companies and organisations of What is a Brand Value Report? We pride ourselves on four key strengths: +Independence +Transparency Brand Valuation Summary +Internal understanding of brand+Brand value tracking+Competitor benchmarking+Historical brand value We put thousands of the world’s biggest brands to thetest every year, evaluating which are the strongest and Brand Strength Index +Brand strength tracking+Brand strength analysis+Management KPIs+Competitor benchmarking Royalty Rates Get in Touch. +Transfer pricing+Licensing/franchising negotiation+International licensing+Competitor benchmarking For business enquiries, please contact:Jun Tanaka Managing Director, Brand Finance Japanj.tanaka@brandfinance.com0120-61-1881 / + 8190-7116-1881 Cost of Capital +Independent view of cost of capital for internalvaluations and project appraisal exercises For media enquiries, please contact:Konrad JagodzinskiCommunications Directork.jagodzinski@brandfinance.com Customer Research +Tech+Auto +Utilities+Insurance+Banks+Telecoms+Airlines Understanding the Value ofGeographic Branding2 April 2019The world's largestbrand value database. For all other enquiries, please contact:enquiries@brandfinance.com+44 (0)207 389 9400 For more information, please visit our website:www.brandfinance.com Join us at the Brand Finance Global Forum,an action-packed day-long event at the RoyalAutomobile Club in London, as we explore howgeographic branding can impact brand value, attractcustomers, and influence key stakeholders.Visit to see all Brand Financerankings, reports, and whitepaperspublished since 2007. linkedin.com/company/brand-financetwitter.com/brandfinancefacebook.com/brandfinanceinstagram.com/brand.finance Understanding www.brandfinance.com/eventswww.brandirectory.com Toyotacontinues to“Go Places” asJapan’s most Foreword. What is the purpose of a strong brand: to attract customers, to build loyalty, tomotivate staff? All true, but for a commercial brand at least, the first answer must Huge investments are made in the design, launch, and ongoing promotion ofbrands. Given their potential financial value, this makes sense. Unfortunately, mostorganisations fail to go beyond that, missing huge opportunities to effectively makeuse of what are often their most important assets. Monitoring of brand performance David HaighCEO, Brand Finance As a result, marketing teams struggle to communicate the value of their work andboards then underestimate the significance of their brands to the business. Scepticalfinance teams, unconvinced by what they perceive as marketing mumbo jumbo,may fail to agree necessary investments. What marketing spend there is, can end up +Toyota leads the charge, brand value rising an Brand Finance bridges the gap between marketing and finance. Our teams haveexperience across a wide range of disciplines from market research and visualidentity to tax and accounting. We understand the importance of design, advertising, +Uniqlo ranked fastest growing, up 46% with brandvalue ¥1.3 trillion +MS&AD insurance brand shows promise, up 21%since last year to ¥616 billion By valuing brands, we provide a mutually intelligible language for marketing andfinance teams. Marketers then have the ability to communicate the significance ofwhat they do, and boards can use the information to chart a course that maximisesprofits. Without knowing the precise, financial value of an asset, how can you knowif you are maximising your returns? If you are intending to license a brand, how canyou know you are getting a fair price? If you are intending to sell, how do you know +Shiseido eyes Chinese expansion, brand valuerising a solid 23% in past year +Japan Airlines (JAL) fly high as the nation’sstrongest brand, recording a high Brand Strength Brand Finance’s research revealed the compelling link between strong brands andstock market performance. It was found that investing in highly-branded companies +Last year’s Japan’s strongest brand, 7-Elevenlooks to India for growth Acknowledging and managing a company’s intangible assets taps into the hiddenvalue that lies within it. The following report