BUILD MEANINGFUL DIFFERENCE
Brand Power tracks consumers’ predisposition to choose one brand over others in their category, as well as a brand’s ability to charge a premium. Brand Power is rooted in three factors: How meaningful consumers perceive the brand to be, how different it is from its competitors, and how salient (i.e., recognizable and top-of-mind) it is. The average score for Brand Power across all brands is 100. Overall, Japan’s Top 50 Brands are a highly powerful cohort, with an average score of 204.
It comes as no surprise, then, that top Japanese brands are collectively very meaningfully different and well known versus those in other markets. Compared to their global peers (i.e., the top 30 brands in other countries’ BrandZ™ Rankings, and how they perform in their home countries), Japan’s top 30 brands score above-average across Meaning (128), Difference (119), and Salience (152).
Of the components that make up Brand Power, meaning and difference are always important for predicting a brand’s future value growth. Taken together, they’re measured as a value called Meaningful Difference; the average score for Meaningful Difference across all brands is 100.
Overall, the Japan Top 50 Brands stand out as a Meaningfully Different bunch, with an average score of 121. Establishing Meaningful Difference fuels brand value in Japan, and can mean the difference between a brand performing well and performing excellently. Among the brands in the BrandZ™ Japan Top 50, those with high Meaningful Difference scores (110 and above) were worth an average of $4,470 million, while those with low Meaningful Difference scores (99 and below) were worth an average of $2,968 million. This represents a difference of 34 percent. Ranked Japanese brands with high Salience, meanwhile, have an average value that’s 51 percent higher than with low Salience.
Brand value drivers – Japan Top 50
Average brand value $