Toyota Retains Top Spot as Most Valuable Japanese Brand

Japan’s most valuable brands have a combined brand value of $225.9 billion, according to the latest Kantar BrandZ Top 50 Most Valuable Japanese Brands report.

While the latest ranking indicates a decline of 4% year-on-year, due to macroeconomic pressures in Japan and challenges in international markets, it also shows that strong brands lose less value in difficult times and can recover faster.

Toyota retains its number one position with a brand value of more than $28.5 billion and accounts for 12.6% of the total Japanese brand ranking. One of only a handful of truly global Japanese brands, Toyota also ranks at No. 62 in Kantar’s Global Top 100 ranking and is the second most valuable brand in the global Top 10 Automotive ranking.

NTT (No.2; $22.9bn) and Sony (No.3; $20.2bn) complete the top three in the new Japanese ranking. One of the best-performing brands, Uniqlo, is at No.4 ($13.7bn), increasing its brand value by 26% from last year.

The last few years have been very challenging for Japanese brands. But, with the last pandemic restrictions being lifted, a more buoyant hospitality sector, and the positive effects of a weaker yen on exports, we are starting to see signs of recovery. This will have a huge impact, especially for brands with strong international credentials.

The Kantar BrandZ Top 50 Japanese Brands generate nearly half of their business overseas, which seems like a good balance, but in reality, this is down to a small number, including Toyota, Sony, and Honda. Most businesses focus on the domestic market, which limits their ability to grow and increase brand value. Brands must look to balance local success with international market opportunities.

Kantar BrandZ Top 10 Most Valuable Japanese Brands 2024

Japan BrandZ 2023 table

The Kantar BrandZ Most Valuable Japanese Brands ranking, report and extensive analysis are available now at

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