We’ve stopped what we are doing and creating your personalized BrandZ™ report, which will appear in your inbox soon.



I am delighted to introduce you to the inaugural BrandZ™Top 50 Most Valuable Japanese Brands ranking.

This groundbreaking study ranks Japan’s most valuable brands, identifies their strengths, and explores the key factors that are driving growth in this market. It is the first of what will be an annual study that will track and predict changes in the Japanese brand ecosystem, and will quantify and illuminate the evolving trajectories of Japan’s most successful brands.

We could not be more excited to bring the BrandZ™ study to Japan. Japan is the third-largest economy in the world. Long famed for its cultural refinement and technological ingenuity, in recent years Japan has taken bold steps to inaugurate a new era of progress and resilience. In just a few short months, Japan will invite the world to celebrate what will no doubt be another generation-defining Olympic Games. It is in that same spirit of celebration that BrandZ™ is proud to present this exploration of what makes Japanese brands great.

Though modest in area, Japan has long punched above its size in the global economy, not least because of its collection of beloved brands. Many can be found in the report before you; to qualify for the BrandZ™Japan Top 50, a brand must have originated in Japan and either be publicly listed on a stock exchange, or publish company financials. The brands in this inaugural class of top Japanese brands hail from 17 different categories; each brings distinct lessons about what it takes to succeed in one of the world’s most unique and competitive markets.

Some of the brands on this year’s list are nearly synonymous with Japanese excellence thanks to longstanding reputations for innovation and service. This surely includes Toyota – our most valuable Japanese brand for 2019 – as well as fellow iconic brands like Sony, Canon, Shiseido, and Panasonic.

At the same time, newer names like Rakuten, LINE, and Mercari have also made their mark on the global brand landscape. Regardless of their age, the brands you will read about in these pages have proven that Japan remains a formidable source of innovation in our digital age.

As Japanese brands’ unique strengths come into focus, so too does the image of “Brand Japan” that they carry forward with them. This report contains an exclusive, in-depth look at data and analysis from the “Best Countries” research done by Y&R’s BAV Group in partnership with US News and Wharton Business School. This work illustrates the “virtuous cycle” by which “Brand Japan” and Japanese brands can enhance each other’s standing worldwide.

We are also pleased to provide market wisdom and expert insights from WPP and Kantar companies all across Japan, through extensive Thought Leadership and Brand Building Best Practices essays. Take Aways provide direct, action-oriented recommendations for brands based on our expert analysis of the market. We have also included capsule summaries of Japan’s Top 50 most valuable brands. Taken together, they paint a picture of the many ways Japanese brands are navigating a challenging, exciting business environment – both at home, and in their efforts to expand abroad..

Our BrandZ™ reports serve as a cornerstone of understanding the global and local perspectives businesses need to succeed worldwide. They remain the world’s largest, consumer-focused source of brand equity knowledge and insight, powered by our proprietary BrandZ™ brand valuation methodology. We start by examining relevant corporate financial data and stripping away everything that doesn’t pertain to the  branded business. Then we take the unique step of conducting ongoing, in-depth quantitative consumer research with more than 170,000 consumers annually, across more than 50 countries, to assess consumer attitudes about, and relationships with, over 100,000 brands.

If you enjoy this report, we invite you to examine our extensive BrandZ™ library. This year, Japan is joined by many other recent entrants to the BrandZ universe, such as Germany, Australia, and the Netherlands. These  titles sit alongside long-running annual studies like the BrandZ™ Top 100 Most Valuable Global Brands, BrandZ™ Top 100 Most Valuable Chinese Brands, and BrandZ™ Top 75 Most Valuable Indian Brands.

At WPP, we’re passionate about using our creativity to build strong, differentiated brands that deliver lasting shareholder value. To learn more about how to apply our experience and expertise to benefit your brand, please contact any of the WPP companies that contributed expertise to this report. View Brand Profiles for summaries of each company and the contact details of key executives. Or feel free to contact me directly.


David Roth