{"id":35401,"date":"2025-08-28T03:00:10","date_gmt":"2025-08-28T02:00:10","guid":{"rendered":"https:\/\/brandfinance.com\/?post_type=press-release&#038;p=35401"},"modified":"2025-08-28T03:00:11","modified_gmt":"2025-08-28T02:00:11","slug":"japans-top-300-brands-grow-6-in-2025-led-by-toyota","status":"publish","type":"press-release","link":"https:\/\/brandfinance.com\/press-releases\/japans-top-300-brands-grow-6-in-2025-led-by-toyota","title":{"rendered":"Japan\u2019s top 300 brands grow 6% in 2025, led by Toyota"},"content":{"rendered":"\n<p><strong><em>New Brand Finance\u2019s research shows that the combined value of Japan\u2019s top 300 brands stands at JPY108.0 trillion<\/em><\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Toyota remains at the pinnacle of Japanese brands for 10 consecutive years<\/strong><\/li>\n\n\n\n<li><strong>SECOM secures the title of strongest Japanese brand ranked with a BSI score of 95.6\/100 and an AAA+ brand strength rating<\/strong><\/li>\n\n\n\n<li><strong>NRI\u2019s brand value doubles, making it the fastest growing brand in Japan<\/strong><\/li>\n\n\n\n<li><strong>Eco frontrunner: Toyota records highest Sustainability Perceptions Value (SPV)<\/strong><\/li>\n<\/ul>\n\n\n\n<p><strong>TOKYO, 28 August 2025<\/strong> \u2013 <strong>Toyota<\/strong> maintains its iron grip as Japan\u2019s most valuable brand for a decade, as the nation\u2019s top 300 brands experienced a 6% year-on-year growth to JPY108.0 trillion in 2025, according to the latest <a href=\"https:\/\/brandirectory.com\/reports\/japan\" target=\"_blank\" rel=\"noopener\">Japan 300 2025<\/a> report by Brand Finance, the world\u2019s leading brand valuation consultancy.<\/p>\n\n\n\n<p>This year\u2019s rankings are dominated by brands from the automotive, telecoms, and insurance sectors, reflecting their strong market performance and brand investment. In contrast, food and tobacco brands experienced a significant decline, signalling shifting consumer preferences and regulatory pressures.<\/p>\n\n\n\n<p>Toyota saw its brand value rise 20% to JPY9.3 trillion in 2025. The rise reflects the brand\u2019s strong financial performance, including revenue and profit exceeding expectations and an upward revision of its annual profit forecast following a robust Q3 2024 results. Brand Finance\u2019s research data indicates Toyota continues to enjoy high brand equity across Asia, where it is recognised for quality, innovation, and reliability in key markets such as India, Malaysia, Singapore, China, and Vietnam.<\/p>\n\n\n\n<p>Coming in second is <strong>Mitsubishi Group<\/strong>, with a 10% brand value increase to JPY5.8 trillion, driven by Mitsubishi Electric\u2019s recovery and strong demand across automation and infrastructure segments. Telecoms giant <strong>NTT Group<\/strong> overtook <strong>Honda<\/strong> (brand value up 6% to JPY4.1 trillion) to come in third, with a 16% increase in brand value to JPY5.3 trillion, driven by its digital consolidation, global data centre expansions, and strong momentum in AI and cloud services.<\/p>\n\n\n\n<p><strong>SECOM<\/strong> (brand value up 13% to JPY415.8 billion) is Japan\u2019s strongest brand ranked in 2025, earning a Brand Strength Index (BSI) score of 95.6\/100 and a AAA+ brand strength rating. As the nation\u2019s first security services provider, SECOM commands deep trust and familiarity, with a dominant local presence and operations in over 15 countries.<\/p>\n\n\n\n<p>Ranking as the second and third strongest Japanese brands of 2025 are soft drinks brand <strong>Iyemon<\/strong> (brand value down 6% to JPY41.6 billion) and security services provider <strong>ALSOK<\/strong> (brand value up 45% to JPY99.1 billion) with BSI scores of 95.1\/100 and 93.9\/100 respectively. Both brands earned an AAA+ brand strength rating.<\/p>\n\n\n\n<p>Meanwhile, <strong>NRI<\/strong> saw its brand value double to JPY307.0 billion, making it the fastest growing brand ranked in Japan this year. Its surge reflects the brand\u2019s leadership in AI, digital transformation, and sustainability. By combining digital expertise with forward-looking social responsibility, NRI is positioning itself as a global leader in AI-driven transformation.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><strong>Alex Haigh, Managing Director Asia Pacific, Brand Finance, <\/strong>commented:\u202f&nbsp;<\/p>\n\n\n\n<p><em>\u201cJapan\u2019s leading brands are showing how deep-rooted sectors like automotive, telecoms, and security can thrive through innovation. <strong>Toyota<\/strong> and <strong>Mitsubishi Group<\/strong> continue to deliver scale with agility, while <strong>NTT<\/strong> and <strong>NRI<\/strong> demonstrate how digital transformation is reshaping Japan\u2019s tech and consulting landscape. At the same time, brands like <strong>SECOM<\/strong> and <strong>ALSOK<\/strong> prove that trust and technology are not mutually exclusive. Together, these brands reflect a broader shift in Japan\u2019s economy; one that balances heritage with bold reinvention.\u201d<\/em><\/p>\n<\/blockquote>\n\n\n\n<p>In addition to being Japan\u2019s most valuable brand, Toyota also recorded the highest Sustainability Perceptions Value (SPV) among Japanese brands ranked. According to the recently released <a href=\"https:\/\/brandirectory.com\/reports\/sustainability-perceptions-index\" target=\"_blank\" rel=\"noopener\">Sustainability Perceptions Index 2025<\/a>, the brand\u2019s Sustainability Perceptions Value stands at JPY1.2 trillion, which represents the amount of brand value attributable to being seen as committed to sustainability.<\/p>\n\n\n\n<p>In the Brand Guardianship Index (BGI) 2025, Japanese CEOs are driving global brand influence through strategic, ethical leadership. Leading the pack is <strong>Hiroshi Shimizu, CEO <\/strong>(at the time of survey, currently Chairman) <strong>of Nissay\/Nippon Life Insurance<\/strong>, with a BGI score of 75.6\/100, recognised for strategic vision, positive change, and sustainability. He led Nippon Life\u2019s global expansion through key 2024 acquisitions and strengthened sustainability and digital initiatives in a tough domestic market.<\/p>\n\n\n\n<p><strong>Katsuya Nakanishi, CEO of Mitsubishi Corporation,<\/strong> ranks second with a BGI score of 74.7\/100 for transforming Mitsubishi and enhancing its global competitiveness. He has deepened energy partnerships and committed JPY2tn to renewables and hydrogen, reinforcing Mitsubishi\u2019s future-focused strategy.<\/p>\n\n\n\n<p><strong>Akira Shimada, CEO of NTT Group<\/strong>, places third with a BGI score of 74.2\/100, recognised for driving NTT\u2019s sustainability and innovation agenda. He launched a JPY8 trillion growth plan, fast-tracked net-zero goals, and introduced an Industry AI Cloud with Toyota.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>New Brand Finance\u2019s research shows that the combined value of Japan\u2019s top 300 brands stands at JPY108.0 trillion TOKYO, 28 August 2025 \u2013 Toyota maintains its iron grip as Japan\u2019s most valuable brand for a decade, as the nation\u2019s top 300 brands experienced a 6% year-on-year growth to JPY108.0 trillion in 2025, according to the [&hellip;]<\/p>\n","protected":false},"featured_media":4452,"comment_status":"closed","ping_status":"closed","template":"","tags":[12,11,47],"class_list":["post-35401","press-release","type-press-release","status-publish","has-post-thumbnail","hentry","tag-brand-valuation","tag-featured","tag-japan"],"acf":[],"_links":{"self":[{"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/press-release\/35401","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/press-release"}],"about":[{"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/types\/press-release"}],"replies":[{"embeddable":true,"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/comments?post=35401"}],"version-history":[{"count":4,"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/press-release\/35401\/revisions"}],"predecessor-version":[{"id":35432,"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/press-release\/35401\/revisions\/35432"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/media\/4452"}],"wp:attachment":[{"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/media?parent=35401"}],"wp:term":[{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/tags?post=35401"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}