David Blecken
Feb 15, 2018

Automotive brands fly the flag for Japan in Interbrand ranking

Toyota makes a decade as Japan's most valuable export, according to Interbrand's Best Global Brands ranking.

Automotive brands fly the flag for Japan in Interbrand ranking

Automotive brands dominated Interbrand’s annual Best Global Brands ranking of Japanese companies in a global context, with Toyota holding onto the top spot for a 10th consecutive year.

Interbrand calculated Toyota’s brand value at close to US$50.3 billion. While extremely high, it’s a decrease of 6% on the previous year.

The top five also included (in descending order) Honda ($22.7 billion), Nissan ($11.5 billion), Canon ($9.8 billion) and Sony ($8.5 billion). Subaru, the other automotive brand to make the top 10, moved up one place to ninth with a valuation of $4 billion, up 12% on last year.

Nintendo showed the highest growth among the top 10, presumably buoyed by the success of its Switch console, which debuted in March 2017. Placed 10th, its brand value surged 21% to $3.9 billion. Omron, a Kyoto-based electronics company, entered the ranking at 39 with a valuation of $758 million.

Interbrand also compiled a Best Domestic Brands ranking, referring to the Japanese brands with the highest value in their home market. Telecoms brands dominated, with NTT DoCoMo ($9.8 billion) at the top, followed by SoftBank ($5.9 billion) and AU ($4.6 billion).

The other brands to make the top 10 were Recruit ($3.4 billion), Rakuten ($2.8 billion), Suntory ($2.2 billion), Kao ($2.1 billion) and Kirin ($1.7 billion). New entrants to the domestic ranking included MS & AD, an insurance company; Zozotown, an online retailer; and H.I.S, a travel agency that has recently drawn attention for opening a hotel staffed by robots.

Brands that grew the most domestically were Kosé (up 20%), Line (up 18%), Nitori, a low-cost furniture retailer (up 17%), Matsumotokiyoshi, a pharmacy chain (up 14%), and Asahi (up 11%).

Interbrand calculates brand value based on a brand’s financial strength, influence on purchasing decisions and contribution to future earnings.

Source:
Campaign Japan

Related Articles

Just Published

1 day ago

Mindshare adds dedicated China leadership

EXCLUSIVE: APAC CEO Amrita Randhawa has relinquished her China responsibilities to two new leaders, Benjamin Condit and Linda Lin.

1 day ago

Pinterest unveils new tools and insights for marketers

Major takeaways from the platform’s first global advertiser summit.

1 day ago

Crash Course: How to develop a content strategy

You know content should be a key part of your overall brand strategy, but where do you start? This course explains the key steps you should take to ensure an effective content journey.

1 day ago

The unlimited potential of live storytelling in ...

Brands like Standard Chartered, Uber Eats and Mastercard achieve impact by marrying human emotions with the unpredictability and excitement of live sports.