#Japan #Toyota #Tokyo #NRI #Secom

Japan's Branding Future: Growth Amidst Innovation

Tokyo, October 15, 2025 – According to the recent report, Japan 300 2025 by Brand Finance, the total value of the top 300 brands in Japan has risen by 6% from last year, reaching a staggering 108 trillion yen. Leading this impressive growth is Toyota, which has maintained its status as the country's most valuable brand for 10 consecutive years.

This year's ranking is reflective of strong performances and proactive brand investments, particularly among brands in the automotive, telecommunications, and insurance sectors. In contrast, brands in the food and tobacco industries have seen significant declines, influenced by changing consumer preferences and stricter regulations.

Toyota's brand value is expected to increase by 20% in 2025, reaching 9.3 trillion yen. This surge is attributed to earnings and profits exceeding expectations, which led to an upward revision in the annual profit forecasts following robust performance in the third quarter of 2024. According to Brand Finance, Toyota has been highly acclaimed in major Asian markets like India, Malaysia, Singapore, China, and Vietnam for its quality, innovation, and reliability, maintaining its strong brand equity.

In the second position is the Mitsubishi Group, which has seen a 10% increase in brand value, now at 5.8 trillion yen, thanks to the recovery of Mitsubishi Electric and growing demand in the automation and infrastructure sectors. Following closely is the NTT Group, which surpassed Honda (up 6% to 4.1 trillion yen) to claim the third spot with a brand value increase of 16% to 5.3 trillion yen, driven by the integration of digital business and expansion of global data centers, alongside strong growth in AI and cloud services.

Secom, with a brand value increase of 13% to 414.8 billion yen, has been chosen as Japan's strongest brand for 2025, achieving a Brand Strength Index (BSI) score of 95.6 out of 100 and an AAA+ rating. As Japan's first security service provider, Secom has established deep trust through its overwhelming presence in the domestic market and expansion into over 15 countries.

Ranking second and third in the 2025 Japanese Brand Strength list were Iiyemon, a beverage brand (down 6% to 41.6 billion yen), and the security company ALSOK (up 45% to 99.1 billion yen). Both companies garnered AAA+ ratings, with Iiyemon achieving a BSI of 95.1/100 and ALSOK a BSI of 93.9/100.

Meanwhile, Nomura Research Institute (NRI) has become Japan's most rapidly growing brand, with its brand value doubling to 307 billion yen. Its leadership in AI, digital transformation, and sustainability has been recognized, positioning NRI as a global leader in transformational capacities powered by AI, combining advanced social responsibility with digital expertise.

Alex Haig, Managing Director of Brand Finance Asia Pacific, commented:

"Japan's major brands are demonstrating that even in traditional industries such as automotive, telecommunications, and security, growth through innovation is achievable. Toyota and the Mitsubishi Group have perfectly balanced scale and agility, while NTT and NRI showcase how digital transformation is shaping Japan's tech and consulting sectors. At the same time, Secom and ALSOK exemplify the possibility of blending enduring trust with modern technology. These brands symbolize a significant change wherein the Japanese economy upholds tradition while boldly recreating itself."

In addition to being the most valuable brand in Japan, Toyota also earned the top spot in the Sustainability Perceptions Index (SPV). According to the index, Toyota's commitment to sustainability has translated into a brand value increase of 120 billion yen.

Furthermore, the Brand Guardianship Index (BGI) demonstrates that CEOs of Japanese companies are influencing global branding through strategic and ethical leadership. Leading with a score of 75.6/100 is Hiroshi Shimizu, President of Nippon Life Insurance, who has focused on strategic vision, positive transformation, and sustainability. Under his guidance, significant global expansion and reinforcement of sustainability measures were pursued through key acquisitions in 2024.

Masayoshi Nakanishi of Mitsubishi Corporation follows in second place with a score of 74.7/100, having invested 2 trillion yen in renewable energy and hydrogen, thereby deepening partnerships in the energy sector. In third place is Akira Shimada of the NTT Group, scoring 74.2/100, who has laid out a growth plan worth 8 trillion yen, promoting net-zero goals and launching an 'AI Cloud for Industry' in partnership with Toyota to advance sustainable growth and innovation.

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Brand Finance evaluates over 6,000 major brands globally every year, releasing over 100 reports. The Japanese top 300 brands are included in the Brand Finance Japan 300 2025 report, offering comprehensive insights into brand value and strength. For details on rankings, additional analyses, charts, methodologies, and definitions, please refer to the full report.
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Brand Finance is a leading brand valuation consultancy globally, bridging marketing and finance to assess brand strength and quantify their financial value, assisting organizations in strategic decision-making. Headquartered in London, operating in over 25 countries, they conduct more than 6,000 brand valuations annually and publish over 100 reports based on proprietary research.
Additionally, Brand Finance runs the Global Brand Equity Monitor, surveying over 175,000 respondents across 41 countries and 31 industries regarding 6,000 brands. By combining research data and the world's largest brand value database, they provide strategic insights and necessary data for brand leaders aiming to enhance brand equity. Furthermore, Brand Finance employs ISO 20671 compliant measures to assess marketing investments, stakeholder evaluations, and business performance, resulting in balanced brand strength assessments.

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Disclaimer

Brand Finance has conducted this study independently and impartially. The numerical values and views presented are based on public information and certain assumptions, and Brand Finance does not take responsibility for any inaccuracies. The opinions or financial analyses in this study should not be interpreted as advice for investment or management decisions. Brand Finance does not intend for any individual, entity, or government to rely on this study. The data in this study is part of Brand Finance's proprietary database and is provided to the media. For commercial or technical use, written permission from Brand Finance is required.