#Japan #Tokyo #KFC #Google #Lawson

2025 Web Brand Strength Survey Highlights

Nikkei BP Consulting, based in Minato, Tokyo, recently released findings from their comprehensive "Web Brand Survey 2025 - Fall/Winter," where over 30,000 internet users evaluated 500 domestic websites. The report, which aims to illuminate the effects of website redesigns, product interest, and corporate image, will be officially published on December 19, 2025. This survey is conducted semi-annually, with reports issued in June and December, capturing trends across both spring/summer and fall/winter seasons.

Key Findings from the Survey

Overall Rankings

In the general rankings, Google emerged as the clear leader, retaining its number one position from the Fall/Winter 2023 survey. Following Google, Rakuten Ichiba and Amazon took the second and third spots, respectively. According to the Web Brand Index (WBI), Google’s score surged from 99.6 to 105.4, a remarkable increase of 5.8 points from the previous spring/summer period. The key determinators of this strong performance included the site's usability and perceived reliability, ranking first among the 500 evaluated websites.

Corporate Websites Rankings

When focusing on corporate internet sites, Lawson received the highest score, marking a significant achievement. It was closely followed by Komeda Coffee and tied scores for KFC and McDonald's official site, which highlighted the ever-growing importance of user experience. Lawson notably enhanced its score across all evaluation metrics, particularly in the category gauging corporate activities, which stood at 70.7 points. The site effectively showcases its product lines while promoting initiatives based on customer feedback, sustainability updates, and other corporate social responsibility aspects, indicating strong public support for its efforts.

Rising Stars

The survey also revealed notable score increases for several websites. MSN, Lulub Travel, and Mitsubishi Electric CME topped the list of sites with significant score rises. MSN saw an increase of 16.4 points, climbing to a total of 56.8. Lulub Travel and Mitsubishi Electric CME followed with improvements of 14.9 and 14.8 points respectively, reflecting improved user engagement and content relevance in the travel and electronics sectors.

Attitudinal Changes in Corporate Activities

The survey also focused on the increasing importance of corporate activities. Companies leading in this aspect included Toyota Official Corporate Site, Panasonic Holdings, and JAF (Japan Automobile Federation). Their strong performance suggests a heightened public awareness regarding corporate governance, sustainability initiatives, and active communication of business philosophy. Toyota, for instance, garnered the highest interest in content about corporate strategy and vision, indicating a robust engagement with potential customers and stakeholders.

Conclusion

The findings from the Web Brand Survey underscore a growing trend among corporate websites to refresh their approach in communicating their vision, sustainability efforts, and corporate governance to the public effectively. As users become increasingly engaged with these elements, brands must adapt their strategies for website enhancements and client interaction.

The full implications of these results can serve as a guide for businesses looking to improve their online presence, enhance user engagement, and strengthen their brand equity.

About the Web Brand Survey

For more details about the survey, visit Nikkei BP Consulting Web Brand Solutions. The survey spans a wide demography of internet users aged 20 and above across Japan, employing a robust methodology with over 35,000 valid responses collected during the survey period from October 10 to October 20, 2025.