2024年日本品牌300強(qiáng)報(bào)告（英文版）-Brand Finance

BrandFinance

Japan300

2024

TheannualreportonthemostvaluableandstrongestJapanesebrands

September2024

BrandFinanceJapan3002024/japan2

Contents

AboutBrandFinance

3

Foreword4

AlexHaigh,ManagingDirector,BrandFinanceAsiaPacific

RankingAnalysis7

SectorAnalysis17

BrandValueRanking(USDm)22

Methodology

28

OurServices

34

?2024Allrightsreserved.BrandFinancePlc.

About

BrandFinance

Theworld's

leadingbrandvaluation

consultancy

Forbusinessenquiries,pleasecontact:

AlexHaigh

ManagingDirector,AsiaPacific

a.haigh@

Formediaenquiries,pleasecontact:

Gayathri

MarketingDirector,AsiaPacific

g.saravanakumar@

Forallotherenquiries:

enquiries@+442073899400

BridgingthegapbetweenMarketingandFinance

BrandFinancewassetupin1996withtheaimof'bridgingthegapbetween

marketingandfinance'.Formorethan25years,wehavehelpedcompaniesand

organisationsofalltypestoconnecttheirbrandstothebottomline.

Quantifyingthefinancialvalueofbrands

Weputthousandsoftheworld’sbiggestbrandstothetesteveryyear.Ranking

brandsacrossallsectorsandcountries,wepublishover100reportsannually.

Uniquecombinationofexpertise

Ourteamshaveexperience

acrossawiderangeofdisciplines

frommarketingandmarketresearch,tobrandstrategyandvisualidentity,totaxandaccounting.

Pridingourselves

ontechnicalcredibility

BrandFinance,acharteredaccountancy

firmregulatedbytheInstituteof

CharteredAccountantsinEnglandandWales,isthefirstbrandvaluation

consultancytojointheInternational

ValuationStandardsCouncil.Ourexpertscraftedstandards(ISO10668andISO

20671)andourmethodology,certifiedbyAustrianStandards,isofficiallyapproved

bytheMarketingAccountabilityStandardsBoard.

BrandFinanceJapan3002024/japan4

Foreword

AlexHaigh

ManagingDirector,BrandFinance

AsiaPacific

Whatmakesabrandvaluable?Thatisthequestionthisstudyanswers.

Determiningbrandvaluestartswithcustomers.Theyexercisetheirinfluencebyexpressingtheirpreferences.Customerperceptionsareinfluencedbymanyfactorsincludingabrand’scommitmenttothem,cuttingedgetechnology,

innovativeservicedeliveryandadaptabilitytochangingmarketdemands.Suchinitiativesdeterminewhetherbrandsmoveupordowninourrankings.

BrandFinance’sbrandvaluationstudybeginsbygatheringindividualperceptionsaboutbrands.Over100,000respondentsworldwide,includingover25,000

respondentsintheAsiaPacificregion,providetheirviewswhicharethenanalysed.

Thispartofthestudycoversbrandawareness,considerationandmanymeasuresofbrandreputation,producinganunderstandingofabrandstrength.Next,todefinebrandvalue,wecombinethisanalysisofbrandperceptionswithfinancialanalysisofthebusinessthebrandisusedfor.

Theheartofwhatwedoisto“bridgethegapbetweenmarketingandfinance”

tohelpcommunicatethebenefitsofmarketingandbrandingtofinancialteams.

Wecandeterminetheunderlyingfactorsdrivingbrandvaluetherebyinforming

decisionsonbrandpositioningandmarketingtacticssuchaspromotions,products,servicesandpricing.Inaddition,establishingcommongroundallowsmarketers

toarticulatetheimportanceoftheireffortsandenablesboardstopreparestrategiesthatoptimiseperformance.

Understandingtheprecisefinancialvalueofanassetiscrucialforoptimisingreturns.Whetherconsideringbrandlicensing,selling,discontinuingbrands,rebranding

ororganisingbrandarchitecture,havingthisknowledgeisessentialforinformed

decision-making.BrandFinancehasconductedthousandsofvaluationsforbrandsandbrandedbusinesses,providinginsightstohelpaddressthesequestionsand

guidestrategy.Theimpactofcomprehendingyourbrand’svalueandfullyleveragingitwillhelptodrivegrowth,profitabilityandworldwidepopularity.

Wehopeyoufindthisstudyanditsinsightsinterestingandthatitenablesyoutoexplainandimprovethevalueofbrandsinbusinessesyouareworkinginoradvising.Yourenquiriesarealsoimportanttous–pleasecontactmeifyouarelookingtounderstandandbuildbrandvalueandbrandstrength.MyteamandIlookforwardtoourconversationtoboostyourbrand’ssuccess.

GainInsight

Leveragestrategicinsightstoenhanceyourbrand'sfinancialstanding.

StrategicGuidance

Strategiseeffectivelytopositionyourbrandasamarketleader.

BenchmarkYourPerformance

Benchmarkyourbrandagainst

industrystandardsforacompetitiveedgeinthecorporatelandscape.

EmpowerYourMarketingTeam

Empoweryourmarketingteamwithcomprehensiveknowledgeaboutyourbrand'sfinancialvalue.

EnhanceCommunication

Optimisecommunicationchannelsbyunderstandingandarticulatingyourbrand'sfinancialsignificance.

DeepenUnderstanding

Deepenyourfinancialacumenandmakewell-informeddecisionsforcorporatesuccess.

Request

yourown

BrandValueReport

BrandFinance'sBrandValueReport

providesacompletebreakdownoftheassumptions,datasources,andcalculationsusedtodetermineyourbrand’svalue,aswellasbrand

equityresearch.

Eachreportincludesexpert

recommendationsforgrowing

brandvalue,drivingperformance,andgaininginsightsintoyour

positionagainstpeers.

enquiries@

+6,000brands

Originalmarketresearch

onglobal,marketandsectorleadingbrands.

41countries

Comprehensivecoverage

formarketspecificlearningsthatinformdecisionmaking.

GetFull

AccesstoourGlobalData

31sectors

Benchmarkyourbrandagainst

competitorsandleverageindustrylevelinsightstoempoweryour

strategy.

+150,000respondents

Robustmarketrepresentationforaglobalperspective.

8thconsecutiveyear

Takealongerviewtotrackandlearnfromfastgrowingbrands,market

disrupters,andmarketleaders.

StrategicInsight

Understandyourbrandsstanding

inthemarket,whatit’sknownfor

relativetothecompetition,andwhatdrivescustomerdecisionmaking

soyoucancreatearoadmapforsuccess.

BrandFinance'sGlobalBrand

EquityMonitorresearchutilises

acomprehensiveframeworkto

trackandmeasurethecorebuildingblocksthatunderpinstrongbrands,whiledeliveringnuancedinsightsthatdirectstrategyforunderstanding,

maintainingandbuildingbrandstrength.

Brands,andcustomerrelationshipwithbrands,arecomplex.Assuchtheyrequireattention,directionandmeasuredsupportifthey’retofulfiltheirpotential.Ourbrandequity

reportsdeliverexpertinsightandrecommendationstopoweryourbrandstrategiesandvaluation.

enquiries@

RankingAnalysis

Japan'score

industries

demonstrate

resilienceinthefaceofmodesteconomicgrowth

+Japan'sresilientbrands:Navigatingeconomicchallenges

+ToyotacontinuesitsreignasthemostvaluableJapanesebrandrankedin2024

+TokyoDisneyResort:AshiningstarintheJapanesebrandlandscape,solebrandwithprestigiousAAA+brandstrengthrating

+GUrecords35%growth,surpasses$1.1billioninbrandvalue

+ToyotahasthehighestSustainabilityPerceptionsValueof$6.5billion;MitsubishiGroupholdshighestpositivegapvalueof$291million

BrandFinanceJapan3002024/japan9

RankingAnalysis

Japan'sresilientbrands:

Navigatingeconomicchallenges

Japan'sGrossDomesticProduct(GDP)reachedapproximatelyUSD3.86trillionin2023,signallingamodestgrowthofalmost2%incomparisontothepreviousyear.Thisgrowthtrajectoryhasalsoinfluencedthevalueofitsleadingbrandsacrosskeysectorsincludingautomobiles,industrial

conglomerates,andelectronics.

Together,35JapanesebrandsfromthesethreesectorsrankedbyBrandFinancethisyearrepresentacollectivebrandvalueofUSD288.6billion,whilethetotal300

brandslistedholdagrandvalueofUSD692.2billion.Onayear-on-yearbasis,theoverallJapanesebrandsrankedhaverecordeda4%growthcomparedto2023.

BrandFinance’sresearchfindsthatToyotaretains

itsstrongholdasthenation’smostvaluablebrandatUSD52.7billion,supportedbyanominalgrowthin

comparisontothepastyear.Theautomobilessectorleaderenjoyshighscoresinanumberofmetrics

including,‘a(chǎn)wareness’,‘familiarity’,and‘consideration’,reflectingitsbroadvisibilityandinfluence.

TheseattributessupportToyota'smarketleadershipanditssubstantialinfluenceintheautomotive

sectorglobally.

Intheindustrialconglomeratessectorledby

MitsubishiGroup(brandvalueup2%toUSD35.5

billion),thebrand’sstrongmarketpositionissupported

byitsexceptionalscoresinthe‘consideration’

and‘reputation’drivers,underscoringitsextensive

visibilityandsignificantinfluence,accordingtoBrandFinance’sdata.

Meanwhile,intheelectronicssector,Sony(brandvaluedown13%toUSD14.3billion),despitethedecline,

remainsrenownedforitstechnologicalleadership.

Thebrandearnedhighscoresforkeydriversincluding‘consideration’,‘familiarity’,and‘reputation’,owingtoitscontinuousinnovation,globalpresence,andstrongreputationforquality.

AccordingtomarketinsightsbyDaiwaInstitute

ofResearch,Japan’spreliminaryfirstquarterGDP

resultsfortheyearputsthenation’sexpectedannualgrowthrateataround+1%forthefinancialyear

of2024.

RankingAnalysis

Top10MostValuableJapaneseBrands2024

3

▲

2

▲

1

=

$35.5bn

+2%

$32.5bn

+6%

f

$52.7bn0%

4

1

NTT

$31.1bn

H

-15%

?BrandFinancePlc.2024

5

=

$25.9bn

f

+7%

6

=

$22.5bn

-6%

7

=

SONY

8

▲

HITACHl

InspiretheNext

9

1

$14.3bn

-13%

G

$12.4bn

-6%

m

$11.9bn

-13%

w

10

▲

NI與與AN

$11.8bn

+7%

f

WhileJapan'soverallGDPgrowthmaybemodest,

performanceoftheleadingbrandsacrosskeysectors

likeautomobiles,diversified

industries,andelectronicspaintsamorenuancedpicture.Thesebrands,withtheirunwavering

commitmenttoreliability,quality,andglobalinfluence,arenot

onlyweatheringeconomic

uncertaintiesbutalsoactivelypropellingJapanforwardintheglobalmarketplace.

AlexHaigh

ManagingDirector,BrandFinanceAsiaPacific

BrandFinanceJapan3002024/japan10

RankingAnalysis

ToyotacontinuesitsreignasthemostvaluableJapanesebrandrankedin2024

Toyota(brandvalueup0.3%toUSD52.7billion),

continuestoholdontothetitleofbeingthemost

valuableJapanesebrandrankedthisyear,supportedbyitsstrongreputationforreliability,quality,

anddurability.

Theautomobilemanufacturer’sBrandStrength

Index(BSI)hasalsoseenanupliftby3points

to89of100,areflectionofnotableimprovements,primarilyattributedtoanincreaseinbrandequity,whereToyotascoresexceptionallywell.

Toyota’sbrandstrengthratingofAAAthisyear,accordingtoBrandFinance’sresearch,

pointstothisimprovementbeingdrivenprimarilybyhighscoresinthemetricsof‘familiarity’,

‘consideration’,and‘recommendation’,alongside

asustainedincreaseinkeydriverssuchas‘reputation’,highlightingToyota'srobustpresenceandesteem

intheglobalautomotivemarket.

BrandFinance’smarketdatahasalsoidentified

thatToyota'swebsiteandappshaveseenasignificantincreaseinperformance,enhancingthebrand'sdigitalfootprintandcustomerengagement.

MitsubishiGroup(brandvalueup2%toUSD35.5billion),holdsthesecondpositionwhileMitsui(brandvalueup6%toUSD32.5billion),takes

thirdplaceasthemostvaluableJapanesebrandsranked.

BrandFinanceJapan3002024/japan11

BrandFinanceJapan3002024/japan12

RankingAnalysis

Top10StrongestJapaneseBrands2024?BrandFinancePlc.2024

2

▲

1

▲

TPKYo

o5neyland

TOKYOisnpRESORT

89.0

+2.9

90.8

+15.6v

TOYOTA

f

3

3

87.4

E

-

4

▲

87.3

+1.7o

5

▲

87.1

+6.7f

6

1

86.9

w

+0.1

7

1

olGOME

86.4

-0.5E

8

▲

86.3

+23.8o

9

3

85.7

-

E

10

▲

olc

84.9

+13.8

GROUP

v

TokyoDisneyResort:AshiningstarintheJapanesebrandlandscape,solebrandwithprestigiousAAA+brandstrengthrating

TokyoDisneyResort(brandvalueup17%toUSD2.7billion)standsoutastheonlyJapanesebrand

toachievetheprestigiousAAA+brandstrength

rating,complementedbyaBSIscoreof90.8out

of100.Earlierthisyear,thebrandwasalsofeaturedinBrandFinance’sLeisure&Tourism252024ranking,reinforcingitsgrowinginfluenceattheglobalscene.

TokyoDisneyResort‘sbrandstrengthisdrivenby

exceptionalscoresacrossseveralmetrics,including‘products’,‘promotion’,and‘familiarity.Thebrandalsoscoredhighlyinthe‘reputation’metric,particularly

foritspositivecontributionandbeingadmired,underscoringitspositionasaleadingleisureandtourismbrand.

In2023,accordingtothebrand’sofficialwebsite,

TokyoDisneyResortimplementedseveralstrategicinitiativestoenhanceitsbrandstrength,particularlyinlightofits40thanniversarycelebrationsinApril,whichservedasapivotalmomenttoreinforceitsbrandidentityandengagewithguests.

Thismilestonewasleveragedtoenhanceguest

experiencesandpromoteloyaltyamongvisitors

throughitsDisneyPremierAccessprogram.The

programgaveguestspriorityaccesstocertainrides

orshowsforanextrafee–helpingtoliftspending,

asdidsalesofmerchandisecelebratingtheanniversaryofTokyoDisneyland.

Meanwhile,Toyota(brandvalueUSD52.7billion),hasrisenbyfourspotstobecomethesecond

strongestJapanesebrandrankedwithaBSIscoreof89of100andmaintainingitsAAAratingfromthepastyear.

Iyemon(brandvalueUSD299million),withaslight

increaseinitsBSIscoreof87.4of100andaAAA

brandstrengthrating,takesthirdrankasthestrongestJapanesebrandof2024.

RankingAnalysis

BrandValueChange2023-2024(%)

NPPONSTeeL

FUJVFILM

valuefromInnovation

SEKISUIHOUSEACUA

?BrandFinancePlc.2024

I<AJIMACORPRΛTON

JFE

35%35%33%33%33%33%27%23%23%22%

GUrecords35%growth,surpasses$1.1billioninbrandvalue

GU,aleadingJapanesefashionretailer,hasachievedaremarkable35%growthinbrandvalue,reaching

USD1.1billionthisyear.ThishaspropelledGUtoclimbup26spotsinourranking,makingitthe112thmost

valuableJapanesebrandrankedfor2024.Lastyear,GU'sbrandvaluestoodatUSD807million.

AccordingtoBrandFinance’sresearch,despitenotheavilyfocusingonpromotions,GUisperceivedbyrespondentsinJapanasbothapricepremiumandvolumepremiumbrand.

NipponSteel(brandvalueup35%toUSD3.8billion)isthecountry’ssecondfastest-growingbrandranked,movingup10spotstothe40thplacementamong

themostvaluableJapanesebrandsoftheyear.In2023,thebrandvalueofNipponSteelstoodatUSD2.8billion.

BrandFinanceJapan3002024/japan13

RankingAnalysis

Accordingtoresearchdata,NipponSteel's

impressivebrandvaluegrowthisprimarilydrivenbyariseinrevenuesandanenhancedBSIscore.

Thisgrowthalsoreflectsthecompany'sstrategic

expansion,includingitsUSD14.1billionacquisition

ofU.S.Steel,whichopensnewavenuesforgrowth

despiteinitialmarketconcernsaboutthepremiumpaid.

Thisyear’sthirdrankholderasthefastestgrowingbrandisTOYOTABOSHOKU(brandvalueup33%toUSD997million),expandingfromUSD747millioninvaluelastyear.

Thebrandhasclimbedup25ranks,movingfrom

the145thspotin2023to120ththisyear.According

toBrandFinance’sresearch,despiteaslightdecreaseintheexchangeratefromJPYtoUSDaffectingthe

brand'svalueinUSD,otherfinancialmetrics,such

asEarningsBeforeInterestandTaxes(EBIT),remainfavourable,supportingthebrand'soverallpositive

performance.

TheJapaneseautocomponentbrandachievedaperfectscoreinitsvolumepremiummetrics

andsawanimprovementinitsreputationscorescomparedto2023.

BrandFinanceJapan3002024/japan14

RankingAnalysis

Top10JapaneseBrandsbySustainabilityPerceptionsValue?BrandFinancePlc.2024

1f

田TOYOTA

$6.5bn

E:1.06S:1.06G:1.08

2f

3

4H

NTT

$3.1bn

E:1.04S:1.05G:1.06

$2.8bn

E:0.95S:0.96G:0.95

$2.4bn

E:1.00S:1.01G:1.01

5

$2.3bn

E:1.01S:1.03G:1.04

6

$1.8bn

E:1.03S:1.01G:1.01

7f

NI與與AN

$1.4bn

E:1.01S:1.00G:1.00

8N

9w

$1.1bn

E:1.01S:1.04G:1.04

$1.1bn

E:0.96S:0.98G:0.96

10f

$1.0bn

E:1.02S:1.01G:1.03

USDxx=SustainabilityPerceptionsValuex.x=SustainabilityPerceptionsScore/SectorMedian

ToyotahasthehighestSustainability

PerceptionsValueof$6.5billion;

MitsubishiGroupholdshighestpositivegapvalueof$291million

BrandFinancealsoutilisesitsGlobalBrandEquityMonitor(GBEM)researchtocompileaSustainabilityPerceptionsIndexwhichdeterminestherole

ofsustainabilityindrivingbrandconsiderationacrosssectors.

BrandFinance’sperceptualdataalsooffersinsight

intowhichbrandsglobalconsumersbelievetobemostcommittedtosustainability.

Forindividualbrands,theIndexdisplaystheproportionofbrandvalueattributabletosustainabilityperceptions.ThisSustainabilityPerceptionsValueisthefinancial

valuecontingentonabrand’sreputationforactingsustainably.

Fromhere,BrandFinance’sperceptualresearch

isanalysedalongsideCSRHub’sESGperformancedatatodetermineabrand’s‘gapvalue’.

Thisisthevalueatrisk,orvaluetobegained,arisingfromthedifferencebetweensustainabilityperceptionsandactualperformance.

The2024SustainabilityPerceptionsIndexfindsthatamongJapanbrands,ToyotahasthehighestSustainabilityPerceptionsValueofUSD6.5billion.

Toyotamadesignificantstridesinitssustainability

efforts,reinforcingitscommitmenttoenvironmentalresponsibilityacrossvariousaspectsofitsoperationsandthroughglobalrenewableenergyinitiatives.

InJune2023,Toyotaworkedonexpandinghydrogeninfrastructure,suchasrefuellingstations,through

collaborationswithvariouspartners.Thisincludedinitiativeslikeinstallingfuelcellgeneratorsand

promotinghydrogenfuelcellvehiclesinpublictransportationandlogistics.

TheseeffortshighlightToyota'scommitment

topromotinghydrogenasacleanenergysourceandadvancingfuelcellelectricvehicle(FCEV)technology.

BrandFinanceJapan3002024/japan15

RankingAnalysis

Top10SustainabilityGapValues2024(JapaneseBrands)?BrandFinancePlc.2024

NTT

sumitomocorporationLSOMPO

YAMAHA

NSSY

日本生命

softBankSONY

$291m$193m$157m$82m$77m$69m$54m$47m$45m$44m

Inassessingthegapbetweensustainabilityperceptionsandperformance,MitsubishiGrouphasthehighest

positivegapvalueofUSD291millionamongJapanesebrands.Asmentionedabove,apositivegapvalue

meansthatbrandsustainabilityperformanceis

strongerthanperceived:brandscanaddvaluethroughenhancedcommunicationabouttheirsustainability

efforts,sothatperceptionsareraisedtofullyaccountforthebrand’sactualsustainabilityperformance.

MitsubishiGroup’sgapvaluesuggeststhatitcould

generateanadditionalUSD291millioninpotentialvalueforshareholdersthroughenhancedcommunication

ofitsimpactandaccomplishmentsinsustainability.

InNovember2023,MitsubishiMotorsestablished

aSustainabilityCommitteetooverseeandintegratesustainabilitypracticesthroughoutthecompany.

ThiscommitteereportedonsignificantsustainabilityissuestotheBoardofDirectorsandalignedtheir

effortswithglobalsustainabilitystandardsand

recommendationsfromtheTaskForceonClimate-relatedFinancialDisclosures.

BrandFinanceJapan3002024/japan16

Sector

Analysis

BrandFinanceJapan3002024/japan18

SectorAnalysis

Banking

TheJapanesebankingsectorhaswitnessed

asteadygrowth,withitscombinedbrandvalue

inourrankingthisyeargrowingby16%year-on-yeartoUSD23.2billion.Acrucialfactorinthissuccess

hasbeenthesector'sadoptionofdigitalinnovationtoenhancecustomerexperienceandexpanding

toglobalmarkets.Byutilisingadvancedtechnologiestostreamlineservicesandimproveaccessibility,

ithasfirmlyestablisheditsleadershipinthemarket.

ThetopfivemostvaluableJapanesebanking

brandsrankedin2024byBrandFinanceareMUFG,MizuhoFinancialGroup,Nomura,ORIX,andDaiwaSecuritiesGroup.

MUFG(brandvalueup5%toUSD9.4billion),

ranksasthe14thmostvaluablebrandamongall

Japanesebrandsrankedfortheyear.According

toBrandFinance’sresearch,thebrandrecordedhighscoresfor‘familiarity’andshowedimprovementsforscoresacrossthe‘reputation’and‘recommendation’metrics,amongrespondentsinJapan.Since2020,

thebankhasinvestedUSD2billioninstart-upsacrossIndiaandASEAN,includingtheMUFGGanesha

andGarudafundsforIndiaandIndonesia.

Theretailbankingarm’sstabilityhasallowedMizuhoFinancialGroup(brandvalueup2%

toUSD5billion)toexpandandincreaseitscustomer

base.Rankedasthe32ndmostvaluableJapanese

brand,MizuhoFinancialGrouprecordedhighscores

forits‘familiarity’metric.Thebrandfocusedondigitalservicestoallowretailcustomersandcorporateclientstocompletetransactionsandadministrativematters

withoutvisitingphysicalbranches.Withthisshift,

itaimstoturnitsbranchesintospacesforprovidingin-personconsultingforcustomers.

Nomura(brandvalueup1%toUSD1.9billion),

aglobalfinancialservicesgroup,holdsthethird

spotasthemostvaluableJapanesebankingbrand

rankedwhileclimbinguponeplacetorank82ndamongthe300mostvaluableJapanesebrandslisted.

AccordingtoBrandFinance’sresearchdata,

Nomurarecordedimprovementsforscoresacrossthe‘familiarity’and‘consideration’metricsamongrespondentsinJapan.

SectorAnalysis

ORIX's(up7%toUSD1.6billion)scoredfullmarks

forthe‘growth’metric,accordingtoBrandFinance’smarketresearchdata.Thebrandvaluegrowth

hasbeendrivenbykeyfactorscentredaround

itscustomer-centricstrategies,innovationand

digitalisationefforts,amongothers.Occupyingthe

fourthrankamongthemostvaluableJapanesebankbrandsranked,ORIXlaunchedPATPOST,anelectronicstorageserviceforbusinessdocumentsthatmeetstherequirementsoftherevisedElectronicBooks

PreservationAct,inMay2023.

DaiwaSecuritiesGroup(brandvalueup10%toUSD917million)comesinfifthasthemostvaluableJapanesebankingbrandranked.Risingupthreespotstosecurethe132ndpositionamongJapan’s300mostvaluable

brandsinourrankings,DaiwaSecuritiesGrouphassignificantlyinvestedinChatGPT-liketechnologytoincreaseproductionandefficiency,contributingtoitsincreasedmarketshareandbrandvalue.StartinginApril2023,thesecond-biggestbrokerageinJapanutilisedgenerativeAI,whichthebrandadmittedbyadoptingChatGPT,itisthemostbeneficialstep

itmadetoachievemoreproductivity.

Apparel

In2024,Japan'sapparelsectorcontinuedtoembracedigitalisation,implementinginnovativestrategies

torevitaliseconsumerengagementanddrivemarketgrowth.Keyinitiativesincludedtheenhancement

ofonlineshoppingexperiences,withbrandsupgradingtheirmobileapplicationstooffercustomersseamlessbrowsing,personalisedrecommendations,andeasypurchaseoptionsviasmartphones.

Apparelbrandsformthe15thlargestcontributor

toourrankings,withatotalbrandvalueofUSD11.8billion.Thismakesupapproximately2%ofthe

combinedvalueofalllistedJapaneseapparelbrands,outofwhichthetopspotsareoccupiedbyUNIQLO,GU,Asics,CitizenandMizuno.

ThenumberoneJapaneseapparelbrandinour

rankingthisyear,UNIQLO(brandvalueup8%

toUSD9.1billion),rosebytworankstobeplaced

asthe16thmostvaluablebrandinJapan.Thebrandachievedhighscoresin‘consideration’andsaw

improvementsinits‘reputation’scores,basedonBrandFinance’sdata.

BrandFinanceJapan3002024/japan19

SectorA