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1、Japan2002023The annual report on the most valuable and strongest Japanese brandsAugust 2023Brand Finance Japan 200 2Contents.2023 All rights reserved.Brand Finance Plc.About Brand Finance3Foreword8 Alex Haigh,Managing Director,Brand Finance Asia PacificRanking Analysis 10Sector Analysis 18Brand Valu
2、e Ranking25Sustainability 29Methodology32Our Services39Brand Finance Japan 200 3About Brand Finance.Brand Finance is the worlds leading brand valuation consultancy.We bridge the gap between marketing and financeBrand Finance was set up in 1996 with the aim of bridging the gap between marketing and f
3、inance.For more than 25 years,we have helped companies and organisations of all types to connect their brands to the bottom line.We quantify the financial value of brandsWe put thousands of the worlds biggest brands to the test every year.Ranking brands across all sectors and countries,we publish ov
4、er 100 reports annually.We offer a unique combination of expertiseOur teams have experience across a wide range of disciplines from marketing and market research,to brand strategy and visual identity,to tax and accounting.We pride ourselves on technical credibilityBrand Finance is a chartered accoun
5、tancy firm regulated by the Institute of Chartered Accountants in England and Wales,and the first brand valuation consultancy to join the International Valuation Standards Council.Our experts helped craft the internationally recognised standards on Brand Valuation ISO 10668 and Brand Evaluation ISO
6、20671.Our methodology has been certified by global independent auditors Austrian Standards as compliant with both,and received the official approval of the Marketing Accountability Standards Board.Get in T business enquiries,please contact:Alex HaighManaging Director,Asia PFor all other enquiries:+4
7、4 207 389 For media enquiries,please contact:Andrew EeCommunications Director,Asia PA Brand Value Report provides a complete breakdown of the assumptions,data sources,and calculations used to arrive at your brands value.Each report includes expert recommendations for growing brand value to drive per
8、formance and offers a cost-effective way to gaining a better understanding of your position against peers.Request your ownBrand Value ReportBenefitsContentsCompetitorBenchmarkingVisit email enquiriesbrandfi Brand Valuation SummaryBrand Strength TrackingCost of Capital AnalysisRoyalty RatesCustomer R
9、esearch FindingsInsightStrategyBenchmarkingEducationCommunicationUnderstandingBrand Finance Japan 200 5Brand Finance InstituteBrand Finance Institute is the educational division of Brand Finance,whose purpose is to create and foster a professional environment for knowledge-sharing and networking amo
10、ng practitioners and experts in the market.BFI organises events,in-company training,and corporate educational initiatives around the world.In the quest for marketing excellence and with the purpose to equip the brand valuation and strategy practitioners with the necessary skills and tools,we have de
11、veloped a wide range of programmes and certifications in collaboration with the most coveted business schools,universities and thought leaders in the field.Brandirectory is the worlds largest database of current and historical brand values,providing easy access to all Brand Finance rankings,reports,
12、whitepapers,and consumer research published since 2007.+Browse thousands of published brand values+Track brand value,strength,and rating across publications and over time+Use interactive charts to compare brand values across countries,sectors,and global rankings+Purchase and instantly unlock premium
13、 data,complete brand rankings,and researchVisit to find out more.Brand Finance Group.Brand DialogueBrand Dialogue is a public relations agency developing communications strategies to create dialogue that drives brand value.Brand Dialogue has over 25 years of experience in delivering campaigns driven
14、 by research,measurement,and strategic thinking for a variety of clients,with a strong background in geographic branding,including supporting nation brands and brands with a geographical indication(GI).Brand Dialogue manages communications activities across Brand Finance Groups companies and network
15、.VI360VI360 is a brand identity management consultancy working for clients of all sizes on brand compliance,brand transition,and brand identity management.VI360 provide straightforward and practical brand management that results in tangible benefits for your business.BGlobal BrandEquity MonitorOrigi
16、nal market research on over 5,000 brands 38 countries and 31 sectors coveredMore than 150,000 respondents surveyed annuallyWe are now in our 7th consecutive year conducting the studyVisit or email enquiriesbrandfi SAVE THE DATEBringing you the best,and then some moreRegister your interest today at b
17、fsbrandfi With one of the worlds leading reports on Japans most valuable brands at your fi ngertips,expand your insights with coverage on ASEANs top brands in our fi rst-ever ASEAN 300 2023 report releasing globally in October 2023.Alongside this report,Brand Finance proudly presents Brand Value Tre
18、nds:The Importance of Corporate Conduct and Leadership for ASEAN brands Find out the top brands by brand value,brand strength and brand popularity in each sector across ASEAN Discover why analysing the gap between brand perceptions and brand performance is important and which brands do best Understa
19、nd how corporate conduct and sustainability help build brand value Learn about the factors that drive brand value performance in ASEAN and how you can leverage these Recognise the role senior leaders play in building brand value and brand strength as well as who the top“Brand Guardians”in the region
20、 are 17 October 2023|2.00PM(SGT)|6.00AM(GMT)Alex Haigh Managing Director,Brand Finance Asia PacificBrand Finance Japan 200 8Foreword.What makes a brand valuable?That is the question this study answers.A commitment to customers,cutting edge technology,new approaches to service delivery,an understandi
21、ng of market needs and the capability to take advantage of them are all root causes of why brands rise and fall in our rankings.Ultimately,however,it is not Brand Finance but customers and other stakeholders that decide how valuable a brand is.They do this by voting with their minds and feet to choo
22、se which brands are their favourites.With this in mind,Brand Finances brand valuation study starts with a deep review of what people think about brands.We study the views of over 100,000 respondents worldwide including over 25,000 in the Asia Pacific region covering brand awareness,consideration and
23、 many measures of brand reputation.This produces an understanding of a brand strength.Given that at Brand Finance,our reason for being is to“bridge the gap between marketing and finance”to help communicate the benefits of marketing and branding to financial teams the next step is to combine this ana
24、lysis of brand perceptions with financial analysis of the business the brand is used for.This enables us to define the brand value.By conducting these two phases together,we as brand managers are able to identify what are the root causes of brand value in order to guide brands positioning,their prom
25、otional activities,their products,services and prices and their approach for all other manner of marketing tool.By valuing brands,we provide a mutually intelligible language for marketing and finance teams.Marketers then have the ability to communicate the significance of what they do,and boards can
26、 use the information to chart a course that maximises profits.Without knowing the precise,financial value of an asset,how can you know if you are maximising your returns?If you are intending to license a brand,how can you know you are getting a fair price?If you are intending to sell,how do you know
27、 what the right time is?How do you decide which brands to discontinue,whether to rebrand and how to arrange your brand architecture?How do you know how much to spend behind each brand?Brand Finance has conducted thousands of brand and branded business valuations to help answer these questions.And an
28、swering them is particularly important in our region.Understanding the value that brands bring and maximising it will help bring growth,profitability and worldwide popularity.We hope you find this study and its associated analyses interesting,and that it enables you to explain and improve the value
29、of brands in businesses you are working in or advising.If you need any help in doing so,the team and I are here to continue the conversation with you.Brand Finance Japan 200 9Value of food brands in Japan put on weight in line with GDP growth+Almost all 2022 listed food brands post brand value growt
30、h of at least 8%;seven new brands join the ranks +Toyota defies brand value dip to retain title of Japans most valuable brand at US$52.49 billion +Asahi is crowned strongest brand in Japan +Inpex(up 29%)speeds up to become Japans fastest growing brandRanking Analysis.Brand Finance Japan 200 11Rankin
31、g Analysis.Almost all 2022 listed food brands post brand value growth of at least 8%;seven new brands join the ranks As Japans economy saw a growth of 2.7%in the first quarter of the year due to businesses robust capital spending,food brands are strengthening supply chains and executing marketing ac
32、tivities to expand global reach as pandemic restrictions ease.Collectively,almost all food brands from 2022s rankings saw their brand values increase as much as 19%this year.Kikkoman reigned as the most valuable food brand(brand value up by 19%to US$4 billion),followed by Yakult(brand value sustaine
33、d at US$2.1 billion),Ajinomoto(brand value up by 8%to US$2.1 billion)and Nissin(brand value up by 11%to US$1.8 billion).Seven new entrants from the food sector have also made it into our rankings this year:Meiji(brand value at US$905.79 million),Nipponham(brand value at US$832.78 million),R-1(brand
34、value at US$633.86 million),Morinaga(brand value at US$499.28 million),Nisshin Seifun(brand value at US$434.72 million),Calbee(brand value at US$418.86 million)and Frugra(brand value at US$365.81 million).To achieve worldwide recognition of its soy sauce this year,Kikkoman plans to expand its operat
35、ions in India,South America and Africa.Currently,Kikkoman has several production facilities in the US,Europe and Asia.In 2022,the brand ran strategic and collaborative promotional campaigns in India to raise brand awareness and build an appreciation for Kikkoman Soy Sauce.18 months since its launch
36、in the India market,the brands soy sauce saw steady sales growth in over 30 cities.Similarly,Yakult looks towards expanding production and raising brand value.The brand announced the production of Yakult 50 Billion Light at its second plant in China,bringing the total number of plants in operation t
37、o seven.Yakult also ran a global campaign,“The Rhythm in All of Us”,to establish itself as an expertise in probiotics research,aligned with its long-term goal to expand into healthcare.Brand Finance Japan 200 12Ranking Analysis.Ajinomoto and Nissin were involved in various projects to push their bra
38、nds to new horizons,from innovative collaborations to ramping up promotion in overseas markets.In 2022,Ajinomoto entered a joint venture with SuperMeat,a producer of cultivated meat.Together,they aim to establish a commercially viable supply chain platform for the cultivated meat industry.In the sam
39、e year,Nissin announced its collaboration with Kao to further evolve Nissins Complete Nutrition Meals using the latest food technology and Kaos Virtual Human Body Generative Model.Nissin is also pursuing a plan to provide its Complete Nutrition Meals for Toyotas Woven City a futuristic smart city pr
40、ototype.Meanwhile,the seven new food brand entrants have been actively engaged in various activities aligned with changing consumer preferences and market expansion.Meiji re-entered Thailands powdered milk market in 2022,with its convenient powdered milk in a cube form product Meiji GU formula Gold
41、EZcube 3.This product is the first of its kind in Thailand and aims to make childcare easier for consumers.From a health-conscious perspective,Nipponham dished out its NatuMeat soybean protein line which recreates the texture and flavour of real meat.Paralleling this,R-1,a probiotic yogurt brand und
42、er Meiji,continues to promote its yogurt drink to Chinas health-conscious consumers having launched it in the nation in 2021.Meanwhile,Morinaga plans to establish a system to bring its products to markets quickly with the opening of its new research building,Morinaga R&D Center,in 2022.Nisshin Seifu
43、n commenced operations of its yeast plant,Oriental Yeast India,in August 2022 to meet Indias growing demand for bread yeast.Calbee continues to grow its overseas business,with plans to reach health-conscious US consumers through its allergen-friendly baked snack,Harvest Snaps.Lastly,Frugra,a granola
44、 cereal brand under Calbee,is breaking into the Greater China market by promoting its granola as a new type of breakfast food to consumers there.Top 10 Most Valuable Japanese Brands 6-5%USD23.9 bn5G7-17%USD16.4 bn7w8+12%USD13.8 bn13D912USD13.4 bn-2%m109USD13.2 bn-10%f1-18%USD52.5 bn1f3-11%USD35.0 bn
45、3m46USD30.7 bn+26%f54USD24.2 bn-14%H2-10%USD36.6 bn2 Brand Finance Plc 20231022100210Brand Finance Japan 200 13Ranking Analysis.Toyota defies brand value dip to retain title of Japans most valuable brand at US$52.49 billion Toyota recorded a decrease in brand value by 18%to US$52.49 billion.However,
46、it was able to maintain its brand strength rating of AAA and defend its position as the most valuable brand in Japan.Its decrease in brand value was mainly attributed to a dip in brand strength and a weaker Japanese Yen.Toyotas customer-centric branding strategy was one of the main ways that allowed
47、 it to maintain a competitive advantage over its peers.For instance,the brand boasts an ecosystem of services such as Toyota Smart Centre,Toyota Big Data Centre and the Mobility Platform Centre that coordinates its efforts to deliver seamless and personalised customer service.To strengthen global co
48、mpetitiveness,Toyota signed a memorandum of understanding(MOU)with Suzuki to integrate the formers strength in electrification and the latters expertise in technologies for compact vehicles towards the joint production of electrified vehicles.Through this collaboration,both brands seek to create sup
49、erior hybrid vehicles to capture foreign market share in countries such as India and Africa.On the environmental,social and governance(ESG)front,Toyota plans to partner with Oncor Electric Delivery to develop a project that is based on vehicle-to-grid technology.This technology allows vehicles to ch
50、annel the flow energy from their battery packs onto their electric grids.The collaboration will not only result in more efficient energy conservation products but also provide deeper insight into the demands of Toyotas increasingly sustainability-focused customer base,enabling the brand to further i
51、mprove its product offerings with greater precision.As testament to its ESG commitment,Toyota posted the highest Sustainability Perceptions Value among all brands listed in our rankings at US$6.1 billion.Brand Finance Japan 200 14Top 10 Strongest Japanese Brands92.6+2.7h1AAA+86.9-E3AAA86.9+12.6w4AAA
52、86.7+1.6h5AAA86.1-0.9f6AAA87.0+3.0o2AAA85.6+4.2o7AAA85.0+1.3b8AAA84.4+1.4o9AAA-82.9-h10AAA-Ranking Analysis.Brand Finance Plc 20233333333333Asahi is crowned strongest brand in Japan Asahi emerged as Japans strongest brand,maintaining its stellar AAA+brand strength.The beers brand had charted an 11%i
53、ncrease in brand value to US$2.84 billion,rising nine positions to 49th place.Asahi continues to actively pursue promotional activities to enhance its global presence and brand recognition,investing in global marketing campaigns and sponsoring sporting events.In 2022,Asahi launched its biggest globa
54、l marketing campaign with a multi-channel advertising campaign“Beyond Expected”to showcase the unique taste of Asahi Super Dry to Australia.This year,it is the Worldwide Partner of Rugby World Cup France 2023,making Asahi Super Dry the official beer for the tournament.Moving forward,the brand plans
55、to increase investments in low-alcohol beverages,non-alcohol beer-taste beverages and adult soft drinks to meet consumers diversifying alcohol consumption preferences.Brand Finance Japan 200 15Ranking Analysis.In 2022,Asahi launched its first alcohol-free beer,Asahi Super Dry 0.0%as part of its pled
56、ge for 20%of its product range to have alcohol-free alternatives by 2030.Its“Smart Drinking”initiative also strives to tackle alcohol-related societal issues by creating an inclusive drinking culture,as seen in the opening of SUMADORI-BAR SHIBUYA.As a joint venture with Dentsu Digital,this experient
57、ial flagship store allows consumers of alcoholic and non-alcoholic preferences to enjoy Asahis beverages together.Asahi also demonstrates unwavering commitment to the environment from its environmental sustainability strategy,Asahi Carbon Zero.In 2022,it reduced a total of 3,324 tonnes of carbon emi
58、ssions and introduced the use of renewable electricity at its breweries,achieving a renewable energy usage rate of 46%.For its active engagement in sustainability initiatives,it was awarded Gold in the Environmentally Sustainable Enterprise Category of the ESG Finance Awards Japan organised by the M
59、inistry of the Environment.Brand Finance Japan 200 16Ranking Analysis.Brand Value Change 2023-2022(%)29%28%26%24%24%20%19%15%13%12%-67%-62%-36%-30%-27%-26%-26%-25%-23%-22%Brand Finance Plc 2023Inpex(up 29%)rises to become Japans fastest growing brand Inpex claims the title of the fastest growing bra
60、nd in our rankings this year,posting an impressive 29%rise in brand value to US$2.88 billion.Likewise,its ranking was catapulted by 18 positions to 48th place although its brand strength rating declined from AA-to A+.Inpexs improvement in brand value was largely attributed to its acquisition of offs
61、hore wind power farms in 2022.The Oil&Gas brand is setting its sights on further diversifying its business portfolio by leveraging renewable energy and developing new technologies.In 2022,it acquired several projects internationally such as the geothermal power generation projects in Indonesia and o
62、ffshore wind generation plants in Europe.Brand Finance Japan 200 17Ranking Analysis.Its collaborations with Nissan Chemical Corporation and OILMIND LLC in developing a next-generation chemical water shut-off(WSO)technology received widespread international recognition.Inpex won the Innovation and Te
63、chnology Award at the Energy Awards of the Middle East Oil&Gas and the Middle East Geosciences&Exhibition in 2023.The new WSO technology was highly commended for its capabilities in significantly reducing carbon emissions during production processes.Inpex also aims to continue expanding its producti
64、on and sales of liquified natural gas(LNG)production.In 2022,its Singapore-based subsidiary signed a 20-year sales and purchase agreement with Venture Global CP2,a US-based subsidiary of Venture Global LNG,to purchase one million tonnes of LNG per annum.This will bolster Inpexs LNG supply capacity a
65、nd diversify its energy supply sources.The brand has further embarked on sustainability initiatives to reduce its carbon footprint.In 2022,it cooperated with ANZ Bank and Qantas Airways on carbon farming and biomass fuel business in Australia.This proved highly significant in supporting reforestatio
66、n and decarbonisation efforts using drought-resilient native tree crops,integrated with existing farming systems.Sector Analysis.Brand Finance Japan 200 19Sector Analysis.Top 5 Most Valuable Japanese Retail BrandsD1-2%USD13.4 bnD3-6%USD3.6 bnD4USD3.2 bn-21%D5USD2.3 bn-36%D2-30%USD5.0 bn Brand Financ
67、e Plc 2023Retail The retail sector in Japan continues to perform well in general ever since pandemic restrictions were lifted.Post-pandemic,the sector saw rising consumer demand and robust e-commerce growth a microcosm of the global e-commerce surge which reflects a shift in retail purchasing behavi
68、our:from small,offline brands to huge,online retail brands.The popularity of omnichannel retailing is another key trend to look out for as it has allowed consumers to shop online more conveniently.Retail brands are the fifth largest contributor to our rankings,with a combined brand value of US$36.1
69、billion.This comprises approximately 5%of the total value of all listed brands.The top five most valuable retail brands are 7-Eleven,Rakuten,AEON,Don Quijote and Nitori.7-Eleven posted a brand value decline of 2%to US$13.4 billion and saw its brand strength rating fall from AAA-to AA+,owing to curre
70、ncy fluctuations.Nonetheless,it climbed three places up the ranks to 9th place in our rankings.Brand Finance Japan 200 20Sector Analysis.Due to a need for contactless shopping during the pandemic,the brand embarked on a pilot trial in 2022,installing contactless self-checkout kiosks with holographic
71、 displays supported by Neonodes Touch Sensor Modules.With these kiosks,patrons enjoyed more hygienic and convenient ways of shopping.Rakutens brand value fell by 30%to US$5 billion,causing it to drop six places to 29th position.The decline in brand value was driven by a deterioration in brand streng
72、th,with its brand strength rating dipping from AAA to AA+.Rakuten joined hands with Mamenta,a global leader in internet services,to support e-commerce merchants on its online shopping platform,Rakuten Ichiba.The integration of Mamentas Global Trade Platform into Rakuten Ichiba automates cross-border
73、 trade for other brands seeking to enter the Japanese market via Rakuten Ichiba.This automation will help facilitate entry for these brands and encourage more to do so,which will have the effect of expanding Rakutens customer base.AEON recorded a 6%decline in brand value to US$3.6 billion and a corr
74、esponding decrease in ranking by one spot to 39th place.The drop in brand value was mainly caused by currency fluctuations.However,it saw an improvement in brand strength rating from AA+to AAA-.In 2022,AEON and Commercial Japan Partnership Technologies Corporation(CJPT)announced their collaboration
75、on a logistics improvement project for AEONs businesses in Kyushu that will address problems faced by the retail logistics industry.These problems include soaring logistics costs and driver shortages.Through this collaboration,both brands aim to raise efficiency throughout the retail logistics suppl
76、y chain,achieve carbon neutrality and build connecting systems.Don Quijote saw its brand value fall by 21%to US$3.2 billion and its rankings drop by six positions to 42nd place.However,it was able to keep its brand strength rating of AA.The brand actively embarked on marketing campaigns to raise int
77、erest in its products.For instance,it held a collaboration project with Hololife Productions to create limited edition goods modelled to the likeness of the latters streaming influencers.These marketing initiatives allow Don Quijote to tap into a larger consumer base and heighten its relatability to
78、 younger audiences.Nitori posted a drop in brand value by 36%to US$2.3 billion,as it plummeted 24 places to 65th position in our rankings.This decline in brand value was attributed to a deterioration in brand strength as its brand strength rating fell from AAA to AA+.As part of its sustainability in
79、itiatives,the brand rolled out a“Curtain Collection Campaign”in 2022,rewarding participants with Nitori points when they successfully donate curtains to Nitori.The donated curtains would be recycled in Japan as sound-absorbing materials for automobiles as well as repurposed overseas into products an
80、d fabrics.Brand Finance Japan 200 21Sector Analysis.Top 5 Most Valuable Japanese Tech BrandsG1-17%USD16.4 bnG3-4%USD9.6 bnG4USD8.1 bn-6%G5USD7.6 bn-9%G2+13%USD9.9 bn Brand Finance Plc 2023Tech Japans tech sector is expected to maintain its emphasis on innovation across multiple domains encompassing
81、artificial intelligence(AI),robotics,Internet of Things(IoT)and advanced manufacturing.With a rich legacy of technological breakthroughs,the nation is well-poised to remain a leader in tech research and development efforts.To facilitate this,the Japanese government is actively endorsing digital tran
82、sformation and providing support to the tech sector.For instance,it has implemented various initiatives and policies aimed at promoting startup culture and fostering entrepreneurship.It is also investing in emerging technologies with the goal of stimulating economic growth and bolstering Japans glob
83、al competitiveness.Tech brands are the second largest contributor to our rankings,with a combined brand value of US$92.8 billion.These brands account for approximately 14%of the total value of all brand listed.The top five most valuable tech brands are Sony,Panasonic,Yahoo!Group,Canon and PlayStatio
84、n.Sony saw a decrease in its brand value by 17%to US$16.4 billion and a corresponding dip in brand strength rating from AAA-to AA+.The decrease in brand value was mainly due to supply chain constraints.However,it was able to keep its 7th place in our rankings.To attract and better users experiences
85、with its products,Sony extended its collaboration with Qualcomm to improve future generations of the formers premium,high and mid-tier smartphones.Brand Finance Japan 200 22Sector Analysis.Through this collaboration,Sony seeks to continue powering its future smartphones using Qualcomm Snapdragons mo
86、bile platform.Panasonic charted improvements across brand value,brand strength and overall ranking.Its brand value increased by 13%to US$9.9 billion,in line with an improvement in brand strength rating from AA to AA+and a rise in rankings by five spots to 14th place.In 2022,Panasonic signed a strate
87、gic comprehensive collaboration agreement with Leica to develop new technologies collectively known as“L squared technology”.Through this collaboration,both brands will be able to maximise synergies,combining Leicas optical and imaging technology with Panasonics video and digital technology.Yahoo!Gr
88、oup recorded a decrease in brand value of 4%to US$9.6 billion,attributed to a depreciating Japanese Yen against the US Dollar.However,it was able to inch a spot up in the rankings to 15th place and maintain its brand strength rating of AA.To bolster customer experience,the brand collaborated with th
89、e National Institute of Technology and Evaluation(NITE)to improve product safety on products listed in Yahoo!Japan Shopping,Paypal Mall,Yahuoku and Paypal Flea Market.This collaboration improves product safety through a protocol where Yahoo!Group will send product information and outlines of potenti
90、al or actual issues to NITE while the latter conducts risk analysis and issue warnings as necessary.Canon saw a decrease in brand value of 6%to US$8.1 billion.However,the brand was able to keep its brand strength rating of AA+and chart an improvement in its ranking by one place to 19th position.In r
91、esponse to the development of cheaper camera smartphones worldwide,Canon has committed to intensive research and development towards high-quality photography.For instance,the brand delved into AI integration by introducing smarter chips,WIFI support and smart functions into its cameras enhancing bot
92、h image quality and user experience.PlayStation posted a decrease in brand value by 9%to US$7.6 billion,driven by the depreciating Japanese Yen as well as supply problems arising from chip scarcity.However,the brand was able to maintain its 21st position and brand strength rating of AA+.This year,Pl
93、ayStation collaborated with Roblox,seeking to offer the latters gaming titles on the PlayStation platform.Doing so will give PlayStation access to 66 million active daily users,significantly increasing its user base and brand exposure.Brand Finance Japan 200 23Sector Analysis.Top 5 Most Valuable Jap
94、anese Cosmetics Brandsl1+7%USD2.6 bnl3-USD1.2 bnl4USD1.0 bn-27%l5USD0.8 bn-l2-USD1.2 bn Brand Finance Plc 2023Cosmetics Japans cosmetics sector continues to flourish as Japanese cosmetic brands have gained widespread popularity amongst domestic and international consumers.In Japan,domestic consumers
95、 are known to value high-quality beauty products and are willing to spend the extra dollar on good quality products.In recent years,their awareness about health and sustainability has been heightened.This has driven consumers to increasingly choose products that are natural,vegan,cruelty-free and en
96、vironmentally sustainable.Cosmetics brands are the 18th largest contributor to our rankings,with a combined brand value of US$8.5 billion,accounting for 1%of the total value of all listed brands.The top five most valuable cosmetic brands are SK-II,Cle de Peau Beaute,Shiseido,Biore and Kos.SK-II enjo
97、yed a brand value increase of 7%to US$2.6 billion,improving six places to 56th position in our rankings while retaining its brand strength rating of AA+.Its strong brand strength contributed to the brands impressive financial performance as it engages in fresh marketing initiatives to appeal to youn
98、ger consumers.Brand Finance Japan 200 24Sector Analysis.SK-II launched its“Pitera&Me”campaign in 2022,rolling out its first-ever self-directed film series that promoted its PITERA Essence product.The campaign,which was directed at Gen Z consumers,recruited a star-studded lineup of brand ambassadors.
99、Its promotional videos were filmed with ambassadors showing their authentic selves using the product,resonating greatly with Gen Z consumers.Cle de Peau Beaute,a new entrant this year,charted a brand value of US$1.18 billion and placed at 104th position,with a corresponding brand strength rating of
100、AA-.The brands performance was driven by its promotional campaigns as consumers are increasingly drawn to the prestige of the brand.In 2023,the luxury beauty brand hosted a global event in Tokyo,dubbed“Skin Intelligence”.It celebrated Cle de Peau Beautes steadfast dedication to innovation and scienc
101、e-based approach to beauty.The event also exhibited an immersive AI art installation,“Unseen Intelligence”by Refik Anadol.It showcased a visual representation of the skin gene network to attendees.Shiseido,another new entrant in our rankings this year,recorded a brand value of US$1.17 billion at 105
102、th position,with a brand strength rating of AA+.The brand continues to set its sights on being the“number one skin beauty”brand globally by concentrating on the Asian market and creating new product categories.In 2022,to celebrate its 150th anniversary,Shiseido launched the campaign“From life comes
103、beauty”to highlight its enduring focus on life as the essence of beauty.Moreover,it unveiled three limited-edition products with its packaging incorporating an arabesque motif created in the Taisho era(1912-1926)by Sue Yabe,a member of the brands design department at that time.The intentional packag
104、ing design testifies to Shiseidos historical legacy and symbolises a new future ahead for the brand.Biore saw its brand value decline by 27%to US$1 billion,falling 15 places to 113rd place,with its brand strength rating declining from AAA-to AA+.The brands performance was affected by the changes in
105、consumer behaviour as well as the rising popularity of South Korean brands.Biore looks towards creative and meaningful ways of reaching consumers in Southeast Asia.Its parent company,Kao,launched the Bior GUARD Mos Block Serum,a brand-new mosquito repellent product in Thailand.It also introduced the
106、#GUARD OUR FUTURE global project,to save future lives from mosquitoes by raising awareness and conducting research activities.The project has been carried out in Thailand with plans for expansion to the wider Southeast Asian region.Kos,also a new entrant in our rankings,posted a brand value of US$77
107、0.16 million at 141st place,with a brand strength rating of AA-.The brands performance was negatively affected by currency fluctuations.Kos continues to demonstrate its commitment to sustainability in the cosmetics sector.In 2022,it partnered with Kao on its sustainability initiatives,combining its“
108、Recycling Cosmetics into Paints”initiative with Kaos“Horizontal Recycling of Cosmetic Plastic Bottles”.Both brands look forward to exchanging knowledge and to establishing a collaborative sustainability scheme for the industry.Brand Finance Japan 200 25Brand Value Ranking(USDm).Top 200 most valuable
109、 Japanese brands 1-502023 Rank2022 RankBrandSector2023 Brand ValueBrand Value Change2022 Brand Value2023 Brand Rating2022 Brand Rating110ToyotaAutomobiles52,493-18.3%64,283AAAAAA220NTT GroupTelecoms36,591-10.1%40,691AAAA+330Mitsubishi GroupAutomobiles34,962-10.8%39,203AA-AA-462MitsuiEngineering&Cons
110、truction30,724+26.3%24,329A+A+541HondaAutomobiles24,219-14.2%28,243AAA-AAA-651Sumitomo GroupTrading Houses23,884-4.7%25,050A+AA-770SonyTech16,367-17.4%19,815AA+AAA-8132JRLogistics13,773+11.6%12,347AAAAA91227-ElevenRetail13,440-1.7%13,667AA+AAA-1091HitachiEngineering&Construction13,213-9.6%14,612AAA-
111、AA+1181SoftBankTelecoms12101NissanAutomobiles13111auTelecoms14192PanasonicTech15162Yahoo!GroupTech16141LexusAutomobiles17151MUFGBanking18180UNIQLOApparel19202CanonTech20171Japan Post HoldingsLogistics21210PlayStationTech22220BridgestoneTyres23312SuzukiAutomobiles24252SubaruAutomobiles25241Daiwa Hous
112、eEngineering&Construction26282DaikinEngineering&Construction27270MarubeniTrading Houses28322Dai-Ichi LifeInsurance29231RakutenRetail30291Tokio MarineInsurance31342Mizuho Financial GroupBanking32261Nissay/Nippon Life InsuranceInsurance33-3ENEOSOil&Gas34352DensoAuto Components35331Fujitsu GroupTech363
113、01NintendoTech37370UQ CommunicationsTelecoms38422KikkomanFood39381AEONRetail40-3YamahaAutomobiles41391Sekisui HouseEngineering&Construction42361Don QuijoteRetail43482KirinBeers44440KyoceraTech45450Sompo Japan NipponkoaInsurance46460IsuzuAutomobiles47512TEPCOUtilities48662InpexOil&Gas49582AsahiBeers5
114、0431Nippon SteelMining,Metals&MineralsBrand Finance Japan 200 26Brand Value Ranking.Top 200 most valuable Japanese brands 51-1002023 Rank2022 RankBrandSector2023 Brand ValueBrand Value Change2022 Brand Value2023 Brand Rating2022 Brand Rating51682Oji PaperEngineering&Construction52672Toyota Industrie
115、sAuto Components53612Idemitsu KosanOil&Gas54491SharpTech55541ToshibaTech56622SK-IICosmetics57-3AcuraAutomobiles58571TDKTech59652ANAAirlines60551NidecTech61-3GloTobacco62471MazdaAutomobiles63531Nippon PaintChemicals64772Tokyo DisneylandLeisure&Tourism65411NitoriRetail66742Shin-EtsuChemicals67601Tokyo
116、 ElectronTech68882SECOMCommercial Services69782OlympusTech70521FujifilmTech71591RecruitCommercial Services72701YakultFood73802AjinomotoFood74501NEC ConglomerateTech75691Murata ManufacturingCommercial Services76641TaiseiEngineering&Construction77-3KomatsuEngineering&Construction78631Asahi KaseiChemic
117、als79731Japan AirlinesAirlines80721TakedaPharma81822NexonMedia82791EpsonEngineering&Construction83811NomuraBanking84711AisinAuto Components85912NissinFood86952Chubu Electric PowerUtilities87861MeviusTobacco88761WiiTech89831LawsonRetail90851KDDITelecoms91901ObayashiEngineering&Construction92871Terumo
118、Pharma93841CyberagentMedia94891Bandai NamcoToys95931Sony LifeInsurance96-3RenesasTech97992ORIXBanking98921JFEMining,Metals&Minerals99971KansaiUtilities100-3IHIEngineering&ConstructionBrand Finance Japan 200 27Brand Value Ranking.Top 200 most valuable Japanese brands Rank2022 RankBrandSec
119、tor2023 Brand ValueBrand Value Change2022 Brand Value2023 Brand Rating2022 Brand Rating101941Yamato HoldingsLogistics102-3ShimizuEngineering&Construction103961Ito-YokadoRetail104-3Cle de Peau BeauteCosmetics105-3ShiseidoCosmetics106-3YokohamaTyres107-3SofyHousehold Products108-3SgHLogistics109-3H.I.
120、S.Leisure&Tourism110-3NRICommercial Services111-3Nippon ExpressLogistics112-3Cosmo EnergyOil&Gas113981BioreCosmetics114-3Brother IndustriesTech115-3Kyushu Electric PowerUtilities116-3MinebeaTech117-3Tohoku Electric PowerUtilities118-3Toray IndustriesChemicals119561HinoAutomobiles120-3KobelcoMining,M
121、etals&Minerals121-3Furukawa ElectricTech122-3OmronTech123-3NYK LINELogistics124-3MeijiFood125-3ShimamuraRetail126-3Square EnixMedia127-3RicohTech128-3Toyo TiresTyres129-3KokuyoHousehold Products130-3JtektAuto Components131-3AsicsApparel132-3Taiheiyo CementEngineering&Construction133-3Astellas Pharma
122、Pharma134-3YAMADA DENKIRetail135-3Daiwa Securities GroupBanking136-3NipponhamFood137-3SogoRetail138-3GUApparel139-3Kansai PaintsChemicals140-3Resona BankBanking141-3KosCosmetics142-3SysmexPharma143-3PERSOLCommercial Services144-3York FoodsRetail145-3TOYOTA BOSHOKUAuto Components146-3ResonacChemicals
123、147-3DaidoInsurance148-3WelciaRetail149-3ISETAN MITSUKOSHRetail150-3MaxValuRetailBrand Finance Japan 200 28Brand Value Ranking.Top 200 most valuable Japanese brands Rank2022 RankBrandSector2023 Brand ValueBrand Value Change2022 Brand Value2023 Brand Rating2022 Brand Rating151-3KajimaEngi
124、neering&Construction152-3Tokyo Broadcasting SystemMedia153751DaihatsuAutomobiles154-3Norinchukin BankBanking155-3CTCTech156-3Suntory WhiskySpirits157-3R-1Food158-3Daito trust ConstructionReal Estate159-3LOGISTEEDLogistics160-3TennensuiSoft Drinks161-3DecortCosmetics162-3Hankyu CorporationLogistics16
125、3-3Oriental LandLeisure&Tourism164-3KANEKAChemicals165-3Nippon TVMedia166-3AttackHousehold Products167-3TISTech168-3TaiyoInsurance169-3MorinagaFood170-3PolaCosmetics171-3KagomeSoft Drinks172-3DIC CorporationChemicals173-3TOYODA GOSEIAuto Components174-3EnergiaUtilities175-3KoitoAuto Components176-3N
126、IPROPharma177-3JX NipponMining,Metals&Minerals178-3Kin-mugiBeers179-3ROHMTech180-3CasioTech181-3HULIC COReal Estate182-3Shinsei BankBanking183-3Nisshin SeifunFood184-3MamypokoHousehold Products185-3DelphiInsurance186-3BossSoft Drinks187-3CalbeeFood188-3BlendySoft Drinks189-3SEINOLogistics190-3Citize
127、nApparel191-3SapporoBeers192-3MerriesHousehold Products193-3KaneboCosmetics194-3Dragon BallToys195-3BenesseCommercial Services196-3TechnoPro HoldingsCommercial Services197-3FrugraFood198-3T&D Financial LifeInsurance199-3SofinaCosmetics200-3TAIYO YUDENTechSustainability.Brand Finance Japan 200 30Sust
128、ainability.Sustainability Perception Values(SPV)D63.88USD1,554 mw74.85USD1,126 mf84.29USD1,096 mm9USD944 m4.32H10USD927 m3.79f15.00USD6,104 mf34.24USD3,235 mf4USD2,458 m4.36 5USD1,663 m4.59H24.49USD3,648 m Brand Finance Plc 2023Top Sustainability Perceptions Score and Value for 2023 As part of its a
129、nalysis,Brand Finance assesses the role that specific brand attributes play in driving overall brand value.One such attribute growing rapidly in significance is sustainability.Brand Finance assesses how sustainable specific brands are perceived to be,represented by a Sustainability Perceptions Score
130、(SPS).The value that is linked to this score,the Sustainability Perceptions Value(SPV),is then calculated for each brand.CTC leverages technological capabilities to build strong sustainability perceptions CTC has the highest SPS among brands listed in our rankings at 6.42 out of 10.The IT services b
131、rand has successfully built strong perceptions among stakeholders of its commitment to promoting sustainability through innovative use of technology.For example,it offers consulting services for wind and solar power generation as well as utilises cloud services for output prediction and abnormality
132、detection,which also help promote widespread and efficient use of renewable energy.Brand Finance Japan 200 31Sustainability.performance.Rather,SPV indicates how much brand value Toyota has that is tied up in sustainability perceptions among stakeholders.The automobiles brand has been engaging in a w
133、ide range of sustainability initiatives as well as leading a broader industry transition towards the electrification of vehicles.Toyota offers a diverse range of vehicle electrification options including hybrid electric(HEV),plug-in hybrid electric(PHEV),battery electric(BEV)and fuel cell electric(F
134、CEV)models.This comprehensive approach allows the brand to meet the unique mobility needs of customers while actively contributing to reduction of vehicle carbon emissions.By offering these options,Toyota has successfully built perceptions of it as a brand that is driving sustainability efforts of t
135、he automobiles industry.Toyota posted an SPS of 5.00 out of 10.Although this score is higher than fellow Japanese automobiles brands Honda(4.36/10),Nissan(4.29/10)and Mitsubishi Group(4.24/10),when compared to international automobiles brands particularly in the luxury automobiles sub-sector we note
136、 that Japanese brands still have much to catch up on in terms of sustainability perceptions.This suggests a need for better communication of their sustainability initiatives and commitments in order to augment perceptions,thus fueling higher brand values.In addition,CTC provides solutions that combi
137、ne simulation and AI-powered demand forecasting to identify supply chain issues,with the aim of optimising supply chain efficiency for its customers.CTC places significant emphasis on engaging with stakeholders on its sustainability strategy.Transparency is communicated as a key priority and the bra
138、nd maintains ongoing dialogue with different stakeholder groups to understand their expectations as well as identify crucial issues early.Doing so has allowed CTC to better align its sustainability initiatives with stakeholders and improve its ESG initiatives.The brand also conducts annual e-learnin
139、g programs across its entire group,ensuring that sustainability values and practices are disseminated throughout its entities.CTCs ESG commitment and efforts,coupled with its emphasis on stakeholder engagement and transparency,contribute to its strong perception as a sustainability leader in Japan.T
140、oyota leads Japanese brands for Sustainability Perceptions Value Japans most valuable brand,Toyota,also holds the highest SPV among all brands listed in our rankings at US$6.1 billion.It is important to note that this value is not an assessment of the brands overall sustainability Methodology.Brand
141、Finance Japan 200 33Enterprise ValueBranded Business ValueBrand ContributionDefinitions.ToyotaLexusLexusLexusBrand Value+Enterprise Value The value of the entire enterprise,made up of multiple branded businesses.Where a company has a purely mono-branded architecture,the enterprise value is the same
142、as branded business value.+Branded Business Value The value of a single branded business operating under the subject brand.A brand should be viewed in the context of the business in which it operates.Brand Finance always conducts a branded business valuation as part of any brand valuation.We evaluat
143、e the full brand value chain in order to understand the links between marketing investment,brand-tracking data,and stakeholder behaviour.+Brand Contribution The overall uplift in shareholder value that the business derives from owning the brand rather than operating a generic brand.The brand values
144、contained in our league tables are those of the potentially transferable brand assets only,making brand contribution a wider concept.An assessment of overall brand contribution to a business provides additional insights to help optimise performance.+Brand Value The value of the trade mark and associ
145、ated marketing IP within the branded business.Brand Finance helped to craft the internationally recognised standard on Brand Valuation ISO 10668.It defines brand as a marketing-related intangible asset including,but not limited to,names,terms,signs,symbols,logos,and designs,intended to identify good
146、s,services or entities,creating distinctive images and associations in the minds of stakeholders,thereby generating economic benefits.Brand ValueBrand Finance Japan 200 34Brand Valuation Methodology.1324Definition of BrandBrand is defined as a bundle of trademarks and associated IP which can be used
147、 to take advantage of the perceptions of all stakeholders to provide a variety of economic benefits to the entity.Brand ValueBrand value refers to the present value of earnings specifically related to brand reputation.Organisations own and control these earnings by owning trademark rights.All brand
148、valuation methodologies are essentially trying to identify this,although the approach and assumptions differ.As a result published brand values can be different.These differences are similar to the way equity analysts provide business valuations that are different to one another.The only way you fin
149、d out the“real”value is by looking at what people really pay.As a result,Brand Finance always incorporates a review of what users of brands actually pay for the use of brands in the form of brand royalty agreements,which are found in more or less every sector in the world.This is sometimes known as
150、the“Royalty Relief”methodology and is by far the most widely used approach for brand valuations since it is grounded in reality.It is the basis for a public rankings but we always augment it with a real understanding of peoples perceptions and their effects on demand from our database of market rese
151、arch on over 3000 brands in over 30 markets.DisclaimerBrand Finance has produced this study with an independent and unbiased analysis.The values derived and opinions produced in this study are based only on publicly available information and certain assumptions that Brand Finance used where such dat
152、a was deficient or unclear.Brand Finance accepts no responsibility and will not be liable in the event that the publicly available information relied upon is subsequently found to be inaccurate.The opinions and financial analysis expressed in the report are not to be construed as providing investmen
153、t or business advice.Brand Finance does not intend the report to be relied upon for any reason and excludes all liability to any body,government or organisation.We review what brands already pay in royalty agreements.This is augmented by an analysis of how brands impact profitability in the sector v
154、ersus generic brands.This results in a range of possible royalties that could be charged in the sector for brands(for example a range of 0%to 2%of revenue)The BSI score is applied to the royalty range to arrive at a royalty rate.For example,if the royalty range in a sector is 0-5%and a brand has a B
155、SI score of 80 out of 100,then an appropriate royalty rate for the use of this brand in the given sector will be 4%.We adjust the rate higher or lower for brands by analysing Brand Strength.We analyse brand strength by looking at three core pillars:“Inputs”which are activities supporting the future
156、strength of the brand;“Equity”which are real current perceptions sourced from our market research and other data partners;“Output”which are brand-related performance measures such as market share.Each brand is assigned a Brand Strength Index(BSI)score out of 100,which feeds into the brand value calc
157、ulation.Based on the score,each brand is assigned a corresponding Brand Rating up to AAA+in a format similar to a credit rating.We determine brand-specific revenues as a proportion of parent company revenues attributable to the brand in question and forecast those revenues by analysing historic reve
158、nues,equity analyst forecasts,and economic growth rates.We then apply the royalty rate to the forecast revenues to derive brand revenues and apply the relevant valuation assumptions to arrive at a discounted,post-tax present value which equals the brand value.Brand ImpactBrand Impact Brand StrengthB
159、rand StrengthForecast Brand Value CalculationBrand Finance Japan 200 35Brand StrengthAnalytical rigour and transparency are at the heart of our approach to brand measurement at Brand Finance.Therefore,in order to adequately understand the strength of brands we conduct a structured,quantitative revie
160、w of data that reflect the Brand Value Chain of brand-building activities,leading to brand awareness,perceptions and onwards to brand-influenced customer behaviour.To manage the Brand Value Chain process effectively we create and use the“Brand Strength Index”(BSI).This index is essentially a modifie
161、d Balanced Scorecard split between the three core pillars of the Brand Value Chain:Brand Inputs,Brand Equity and Brand Performance.Brand Strength IndexWidely recognised factors deployed by marketers to create brand loyalty and market share.Perceptions of the brand among different stakeholder groups,
162、with customers being the most important.Quantitative market and financial measures representing the success of the brand in achieving price and volume premium.Stakeholder EquityBusiness PerformanceMarketing InvestmentBrand Strength.132Although we follow a general structure incorporating the three pi
163、llars(Brand Inputs,Brand Equity and Brand Performance),the attributes included are different depending on the sector.A brand strength index for a luxury apparel brand will differ in structure from an index designed for a telecommunications brand.An index for luxury apparel brand may emphasize the ex
164、clusiveness,word of mouth recommendation,and price premium,whereas an index for a telecommunications company may emphasis customer service and ARPU as important metrics.These attributes are weighted according to their perceived importance in driving the following pillar:Brand Investment measures in
165、driving Brand Equity;Brand Equity measures for Brand-Related Business Performance measures;and finally the relevance of Brand-Related Business Performance measures for driving business value.Attribute Selection and WeightingBrands ability to influence purchase depends primarily on peoples perception
166、s.Therefore,the majority of the Brand Strength Index is derived from Brand Finances proprietary Global Brand Equity Research Monitor research,a quantitative study of a sample of over 100,000 people from the general public on their perceptions of over 4,000 brands in over 25 sectors and 37 countries.
167、However,at Brand Finance we also believe that there are other measures that can be used to fill gaps that survey research may not capture.These include total investment levels for example in marketing,R&D,innovation expenditure,that can a better guide to future performance than surveys.They also inc
168、lude online measures such as ratings by review sites and social media engagement that can give a more granular understanding of marketing effectiveness.Finally they also include real behaviour for example net additions,customer churn and market share,to overcome the tendency for surveys to incorpora
169、te intended behaviour rather than real.Over a period of 3 to 4 months each year,we collect all this data across all the brands in our study in order to accurately measure their comparative strength.Data CollectionIn order to convert raw data in to scores out of 10 that are comparable between attribu
170、tes within the scorecard,we then have to benchmark each attribute.We do this by reviewing the distribution of the underlying data and creating a floor and ceiling based on that distribution.Each brand is assigned a Brand Strength Index(BSI)score out of 100,which feeds into the brand value calculatio
171、n.Based on the score,each brand is assigned a corresponding rating up to AAA+in a format similar to a credit rating.Analysing the three brand strength measures helps inform managers of a brands potential for future success.Benchmarking and Final ScoringBrand Finance Japan 200 36Global Brand Equity M
172、onitor.Original market research in 38 countries and across 31 sectors with over 150,000 consumers rating over 5,000 brands.Brand KPIs and Diagnostics1.Brand Funnel2.Brand Usage3.Quality4.Reputation5.Loyalty6.Closeness9.Brand Imagery7.Recommendation(NPS)10.Advertising Awareness8.Word of Mouth11.Brand
173、 MomentumAwarenessHave heard of your brandFamiliarityKnow something about your brandConsiderationWould consider buying/using your brandApparelAutomobilesLuxury AutomobilesBanksCosmetics&Personal CareFoodInsuranceOil&GasRestaurantsRetail&E-CommerceTelecomsUtilitiesAirlinesLuxury ApparelAppliancesBeer
174、sLuxury CosmeticsGeneral RetailHealthcare ServicesHotelsHousehold ProductsLogisticsMediaPharmaReal EstateSoft DrinksSpirits&WineTechnologyTyresTier 1Tier 2Brand Finance Japan 200 37Highlights from the Global Brand Equity Monitor.Brand Finances proprietary market research provides a robust assessment
175、 of brand health on key equity measures,allowing comparison both within and across product and service categories.Benchmarking against brands outside your sector is especially helpful in assessing the real strength of brand not just the best of a bad bunch in a category where brands are generally we
176、aker.What makes a brand great?Amazon is undoubtedly one of the worlds strongest brands,one of just a handful achieving the highest AAA+rating.It has an extremely strong brand funnel,with near-universal familiarity,and consideration,and while its reputation score is not best-in-class,it is stronger t
177、han many of its critics might think.Every strong brand has its own winning formula,and our research highlights Amazons particular advantages.Top of that list is the outstanding value which shoppers believe Amazon delivers.Amazon ranks on this measure in big markets such as Brazil,USA,UK,and is#1 amo
178、ng retailers in many more.Value has always been a big driver of consumer behaviour,but Amazon also delivers a slick shopping experience(“excellent website/apps”),and this powerful combination is irresistible for many consumers,even those who question Amazons values and broader corporate reputation.D
179、oes brand purpose deliver?Argument rages among CMOs and marketing gurus over this issue.The jury is out our data suggests that being seen to“care about the wider community”does correlate somewhat with higher Consideration levels,and is an asset particularly for local favourites such as Jio(India)or
180、Bunnings(Australia).But brands like McDonalds and Nike(as well as Amazon)are liked and desired despite somewhat moderate reputations on sustainability and values.Whos the coolest cat?In categories like apparel,tech and automotive,sustainability can make you cool,but its not the only way.Porsche wins
181、 relatively few plaudits for sustainability,but its bercoolness is very apparent.Great value for moneyExcellent website/apps 55 11 81 61Selected Rankings for Amazon All Non-Luxury Brands Brand Finance Plc 202343%Care about the wider community(Rank#1)88%Consideration Conversion 8%Care about the wider
182、 community(Rank#86)92%Consideration Conversion Brand Finance Japan 200 38Highlights from the Global Brand Equity Monitor.Similarly in the apparel category(especially footwear),the correlation between coolness and sustainability is not especially high.Meanwhile in France,the epitome of chic,the 2nd-h
183、ighest highest scorer among non-luxury brands is.Burger King.Get your brand talked-aboutCool brands get talked about,and word-of-mouth(WOM)is another key asset some brands possess.It has proven impact on brand growth,hence WOMs inclusion in our Brand Strength Index model.In an absolute sense,big bra
184、nds get talked about a lot more than small ones their sheer mass presence and relevance ensures that.But deeper analysis reveals a number of challenger brands who look set to profit from above-expectation WOM levels and positive consumer sentiment.Keep an eye on Tim Hortons in Spain,Peros Garment Fa
185、ctory(Canada),SAIC in,yes,the USA and iinet in Singapore.1st2nd3rd Top-ranked brands for being“Cool”(Among Category Users)Brand Finance Plc 2023Our Services.Brand Finance Japan 200 40Consulting Services.Brand ValuationMake your brands business case Brand valuations are used for a variety of purposes
186、,including tax,finance,and marketing.Being the interpreter between the language of marketers and finance teams they provide structure for both to work together to maximise returns.Brand StrategyMake branding decisions with your eyes wide open Once you understand the value of your brand,you can use i
187、t as tool to understand the business impacts of strategic branding decisions in terms of real financial returns.Make branding decisions using hard dataBrand ResearchWhat gets measured Brand evaluations are essential for understanding the strength of your brand against your competitors.Brand Strength
188、 is a key indicator of future brand value growth whether identifying the drivers of value or avoiding the areas of weakness,measuring your brand is the only way to manage it effectively.+Brand Audits+Primary Research+Syndicated Studies+Brand Scorecards+Brand Drivers&Conjoint Analysis+Soft Power+Bran
189、d Impact Analysis+Tax&Transfer Pricing+Litigation Support+M&A Due Diligence+Fair Value Exercises+Investor Reporting+Brand Positioning +Brand Architecture+Franchising&Licensing +Brand Transition+Marketing Mix Modelling +Sponsorship Strategy+Are we building our brands strength effectively?+How do I tr
190、ack and develop my brand equity?+How strong are my competitors brands?+Are there any holes in my existing brand tracker?+What do different stakeholders think of my brand?+How much is my brand worth?+How much should I invest in marketing?+How much damage does brand misuse cause?+Am I tax compliant wi
191、th the latest transfer pricing?+How do I unlock value in a brand acquisition?+Which brand positioning do customers value most?+What are our best brand extension opportunities in other categories and markets?+Am I licensing my brand effectively?+Have I fully optimised my brand portfolio?+Am I carryin
192、g dead weight?+Should I transfer my brand immediately?+Is a Masterbrand strategy the right choice for my business?Brand Finance Japan 200 41Brand Evaluation Services.How are brands perceived in my category?Brand Finance tracks brand fame and perceptions across over 38 markets in 31 consumer categori
193、es.Clear,insightful signals of brand performance,with data mining options for those who want to dig deeper all at an accessible price.What if I need more depth or coverage of a more specialised sector?Our bespoke brand scorecards help with market planning and can be designed to track multiple brands
194、 over time,against competitors,between market segments and against budgets.Our 30-country database of brand KPIs enables us to benchmark performance appropriately.Do I have the right brand architecture or strategy in place?Research is conducted in addition to strategic analysis to provide a robust u
195、nderstanding of the current positioning.The effectiveness of alternative architectures is tested through drivers analysis,to determine which option(s)will stimulate the most favourable customer behaviour and financial results.How can I improve return on marketing investment?Using sophisticated analy
196、tics,we have a proven track record of developing comprehensive brand scorecard and brand investment frameworks to improve return on marketing investment.What about the social dimension?Does my brand get talked about?Social interactions have a proven commercial impact on brands.We measure actual bran
197、d conversation and advocacy,both real-world word of mouth and online buzz and sentiment,by combining traditional survey measures with best-in-class social listening.With strategic planning and creative thinking,we develop communications plans to create dialogue with stakeholders that drives brand va
198、lue.Our approach is integrated,employing tailored solutions for our clients across PR and marketing activations,to deliver strategic campaigns,helping us to establish and sustain strong client relationships.We also have a specific focus on geographic branding,including supporting nation brands and b
199、rands with a geographical indication(GI).Brand Dialogue Limited is a member of the Brand Finance Plc GroupResearch,Strategy&Measurement Brand&Communications StrategyCampaign PlanningMarket Research&InsightsMedia AnalysisPublic Relations&CommunicationsMedia RelationsPress Trips&EventsStrategic Partne
200、rships&Influencer OutreachSocial Media ManagementMarketing&EventsPromotional EventsConference ManagementNative AdvertisingRetail MarketingContent CreationBespoke Publications,Blogs&NewslettersPress ReleasesMarketing Collateral DesignSocial Media ContentStrategic Communications Crisis CommunicationsB
201、rand Positioning&ReputationGeographic BrandingCorporate Social Responsibility(CSR)Brand Finance Japan 200 43Brand Finance Network.For further information on our services and valuation experience,please contact your local representative:Market ContactEmailAfricaJeremy Sampsonj.sampsonbrandfi Asia Pac
202、ifi cAlex Haigha.haighbrandfi AustraliaMark Crowem.crowebrandfi BrazilEduardo Chavese.chavesbrandfi CanadaLaurence Newelll.newellbrandfi China Scott Chens.chenbrandfi East Africa Walter Seremw.serembrandfi FranceBertrand Chovetb.chovetbrandfi Germany/Austria/SwitzerlandUlf-Brun Drechselu.drechselbra
203、ndfi IndiaAjimon Francisa.francisbrandfi IrelandDeclan Ahernd.ahernbrandfi ItalyMassimo Pizzom.pizzobrandfi MexicoLaurence Newelll.newellbrandfi Middle EastAndrew Campbella.campbellbrandfi NigeriaTunde Odumerut.odumerubrandfi PolandKonrad Jagodzinskik.jagodzinskibrandfi PortugalPilar Alonso Ulloap.a
204、lonsobrandfi RomaniaMihai Bogdanm.bogdanbrandfi South AmericaPilar Alonso Ulloap.alonsobrandfi SpainPilar Alonso Ulloap.alonsobrandfi Sri LankaAliakber Alihussaina.hussainbrandfi SwedenAnna Brolina.brolinbrandfi TurkeyMuhterem Ilgnerm.ilgunerbrandfi United KingdomAnnie Browna.brownbrandfi USALaurence Newelll.newellbrandfi Contact us.The Worlds Leading Brand Valuation ConsultancyT:+44(0)20 7389 9400E: