David Blecken
Dec 9, 2015

Disneyland floats, McDonald's sinks: Dentsu Y&R study weighs brand equity in Japan

TOKYO - Tokyo Disneyland, Google, Apple, Dyson and Rakuten are among the 10 strongest brands in Japan, according to a study by Dentsu Y&R that analyses brand strength across four key categories.

Tokyo Disneyland scored highly in terms of differentiation,  relevance, esteem and understanding

The agency’s Brand Asset Valuator BAV study canvassed 5,000 consumers in Japan aged 18 to 69 in October to assess the perception of 1,000 brands in the market. The research is part of a global programme and has been conducted eight times in Japan, the last time being three years ago. 

The overall standing of a brand is determined by performance across the following pillars energised differentiation, relevance, esteem and knowledge. Masanori Togawa, a...

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