品牌价值-最具价值和最强大的日本品牌300强2024年度报告（英）

Japan3002024 The annual report on the most valuable and strongest Japanese brands September 2024Brand Finance Japan 300 2024brandirectory.com/japan  2© 2024 All rights reserved. Brand Finance Plc.ContentsAbout Brand Finance 3Foreword 4Alex Haigh, Managing Director, Brand Finance Asia PacificRanking Analysis 7Sector Analysis 17Brand Value Ranking (USDm) 22Methodology 28Our Services 34Our teams have experience across a wide range of disciplines from marketing and market research, to brand strategy and visual identity, to tax and accounting. Unique combination of expertiseBrand Finance, a chartered accountancy firm regulated by the Institute of Chartered Accountants in England and Wales, is the first brand valuation consultancy to join the International Valuation Standards Council. Our experts crafted standards (ISO 10668 and ISO 20671) and our methodology, certified by Austrian Standards, is officially approved by the Marketing Accountability Standards Board.Priding ourselves on technical credibilityWe put thousands of the world’s biggest brands to the test every year. Ranking brands across all sectors and countries, we publish over 100 reports annually. Quantifying the financial value of brandsBrand Finance was set up in 1996 with the aim of 'bridging the gap between marketing and finance'. For more than 25 years, we have helped companies and organisations of all types to connect their brands to the bottom line. Bridging the gap between Marketing and FinanceAbout Brand FinanceThe world's leading brand valuation consultancyFor business enquiries, please contact:Alex HaighManaging Director, Asia Pacifica.haigh@brandfinance.comFor media enquiries, please contact:GayathriMarketing Director, Asia Pacificg.saravanakumar@brandfinance.comFor all other enquiries:enquiries@brandfinance.com+44 207 389 9400www.brandfinance.comBrand Finance Japan 300 2024brandirectory.com/japan  4ForewordAlex Haigh Managing Director, Brand Finance Asia PacificWhat makes a brand valuable? That is the question this study answers. Determining brand value starts with customers. They exercise their influence by expressing their preferences. Customer perceptions are influenced by many factors including a brand’s commitment to them, cutting edge technology, innovative service delivery and adaptability to changing market demands. Such initiatives determine whether brands move up or down in our rankings. Brand Finance’s brand valuation study begins by gathering individual perceptions about brands. Over 100,000 respondents worldwide, including over 25,000 respondents in the Asia Pacific region, provide their views which are then analysed. This part of the study covers brand awareness, consideration and many measures of brand reputation, producing an understanding of a brand strength. Next, to define brand value, we combine this analysis of brand perceptions with financial analysis of the business the brand is used for. The heart of what we do is to “bridge the gap betwee