Japan 300 2024

Japan's core industries demonstrate resilience in the face of modest economic growth

• Toyota continues its reign as the most valuable Japanese brand ranked in 2024

• Tokyo Disney Resort: A shining star in the Japanese brand landscape, sole brand with prestigious AAA+ brand strength rating

• GU records 35% growth, surpasses $1.1 billion in brand value

• Toyota has the highest Sustainability Perceptions Value of $6.5 billion; Mitsubishi Group holds highest positive gap value of $291 million

Toyota continues its reign as the most valuable Japanese brand ranked in 2024

Toyota (brand value up 0.3% to USD52.7 billion), continues to hold on to the title of being the most valuable Japanese brand ranked this year. The automobile manufacturer’s brand valuation is supported by its strong reputation for reliability, quality, and durability. Toyota, also the second strongest Japanese brand ranked, has also seen an uplift by 3 points to 89 of 100 and maintaining its AAA rating from the past year, a reflection of notable improvements, primarily attributed to an increase in its brand equity, where Toyota scores exceptionally well.

Tokyo Disney Resort: A shining star in the Japanese brand landscape, sole brand with prestigious AAA+ brand strength rating

Tokyo Disney Resort (brand value up 17% to USD 2.7 billion) stands out as the only Japanese brand to achieve the prestigious AAA+ brand strength rating, complemented by a BSI score of 90.8 out of 100. Tokyo Disney Resort’s brand strength is driven by exceptional scores across several metrics, including ‘products’, ‘promotion’, and ‘familiarity’, based on Brand Finance’s research data.

GU records 35% growth, surpasses $1.1 billion in brand value

GU, a leading Japanese fashion retailer, has achieved a remarkable 35% growth in brand value, reaching USD1.1 billion this year. This has propelled GU to climb up 26 spots in our ranking, making it the 112^th most valuable Japanese brand ranked for 2024. Last year, GU's brand value stood at USD807 million. According to Brand Finance’s research, despite not heavily focusing on promotions, GU is perceived by respondents in Japan as both a price premium and volume premium brand.

Toyota has the highest Sustainability Perceptions Value of $6.5 billion; Mitsubishi Group holds highest positive gap value of $291 million

The 2024 Sustainability Perceptions Index finds that among Japanese brands, Toyota has the highest Sustainability Perceptions Value of USD6.5 billion meanwhile Mitsubishi Group has the highest positive gap value of USD291 million.

Other highlights from the Japan 300 2024 report include:

• Mitsubishi Group (brand value up 2% to USD35.5 billion), holds the second position while Mitsui (brand value up 6% to USD32.5 billion), takes third place as the most valuable Japanese brands ranked
• Iyemon (brand value USD299 million), with a slight increase in its BSI score of 87.4 of 100 and a AAA brand strength rating, takes the third spot as the strongest Japanese brand in the rankings
• Nippon Steel (brand value up 35% to USD3.8 billion) is the country’s second fastest-growing brand ranked, followed by TOYOTA BOSHOKU (brand value up 33% to USD997 million), rounding up the podium.

Alex Haigh, Managing Director of Brand Finance Asia Pacific, commented:

“While Japan's overall GDP growth may be modest, performance of the leading brands across key sectors like automobiles, diversified industries, and electronics paints a more nuanced picture. These brands, with their unwavering commitment to reliability, quality, and global influence, are not only weathering economic uncertainties but also actively propelling Japan forward in the global marketplace.”