品牌价值-最具价值和最强大的日本品牌300强的2025年度报告（英）

Japan 300 2025 The annual report on the most valuable and strongest Japanese brands JPY108 trillion: Japan’s leading brands record 6% growth in value despite economic headwinds + A decade of supremacy: Toyota remains Japan’s most valuable brand + SECOM secures its place as the strongest Japanese brand in 2025 + Fastest growing brand: NRI’s brand value doubles to JPY307 billion + Nissay/Nippon Life Insurance’s CEO: Nation’s top brand guardian + Toyota leads Japanese brands in Sustainability Perceptions Value and positive gap value Brand Finance Japan 300 2025brandirectory.com/japan  3© 2025 All rights reserved. Brand Finance Plc.ContentsForeword 5Alex Haigh, Managing Director, Brand Finance Asia PacificCountry Overview 6Valuation Analysis 8Most Valuable Japanese Brands 2025 9Most Valuable Brand: Toyota 11Fastest Growing Brand Value: NRI 12Brands to Watch: Nissay/Nippon Life 13 Insurance, Toppan, Terumo Brand Strength Analysis 14Sector Analysis 16Brand Guardianship Index 20Sustainability Analysis 23Brand Value Ranking (JPYm) 25Methodology 31Our Services 39Our 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:enquiries@brandfinance.comFor media enquiries, please contact:press@brandfinance.com+44 207 389 9400www.brandfinance.comBrand Finance Japan 300 2025brandirectory.com/japan  5ForewordAlex Haigh Managing Director, Brand Finance Asia PacificWhat makes a brand valuable? That is the question this study answers. Brand Value is built when strong brands combine with strong businesses that are able to successfully commercialise that strength. Brands are strong when people know about them, and they think they are the best option within their category. This knowledge and positive image lead into higher choice, at a higher price. This strength builds value when the business is selling the right things to th