Understand the global brand value of 200 companies, both Japanese and overseas
Nikkei Research GLOBAL BRAND SURVEY
2024 Asian Rankings
Based on the results of the GLOBAL BRAND SURVEY 2024, we present the latest rankings of brand value for the top 8 Asian countries and regions (China, Taiwan, Thailand, India, Vietnam, Indonesia, Malaysia, and the Philippines) with the highest number of overseas bases among Japanese companies.
“SAMSUNG” is the most valuable brand in Asia
In the 8 major Asian countries and regions (China, Taiwan, Thailand, India, Vietnam, Indonesia, Malaysia, and the Philippines) with the highest number of overseas bases among Japanese companies, the brand with the highest brand value is the Korean company "SAMSUNG." In 2nd place is the German company "adidas," and in 3rd place is the American company "Apple," meaning that the top 3 are all non-Japanese companies.
“SAMSUNG” is ranked 1st in Vietnam, 2nd in Thailand and India, 3rd in the Philippines and Indonesia, and 5th in Malaysia, forming a high brand value in every Asian country except China and Taiwan.
Which Japanese companies have the highest brand value in Asia?
Twenty Japanese companies are ranked among the top 50 most valuable brands. The most highly valued Japanese company is “SONY”, at 4th place. Next are "HONDA" in 6th place, "TOYOTA" in 7th place and "Panasonic" in 9th place, which are ranked in top10, showing that companies with brand penetration in Asian countries are ranked high. Following them is “YAHAMA” in 11th place, “Canon” in 18th place, and “NISSAN” in 20th place. Many of the top-ranking Japanese companies are related to motor vehicles or electronic devices.
“SONY” ranks high in brand value in Vietnam (4th), Malaysia (4th), India (4th), the Philippines (5th), Taiwan (6th), and Thailand (7th) , outside of Indonesia and China. "HONDA" is ranked 1st in Thailand and Indonesia, 3rd in India, and 4th in the Philippines, but there is a difference in value between countries, with “Honda” ranking 14th in Malaysia, 19th in China, and 37th in Taiwan. "Panasonic" is also ranked high, 1st in Malaysia and 2nd in Vietnam, but the difference with other countries and regions is large.
Domestic companies are strong in China, Japanese companies are struggling
The most valuable brand in China is “Haier”, followed by “BYD” in 3rd place, “Tencent” in 5th place, and “Midea” in 6th place, with 4 Chinese companies in the top 10, indicating the high brand value of domestic companies, unlike in other Asian countries and regions. Following them is “Hisense” in 22nd place, and “CHERY” in 29th place.
On the other hand, the highest-valued Japanese company is “TOYOTA”, in 16th place, followed by “HONDA” in 19th, “SONY” in 20th, “Canon” in 24th, and “Panasonic” in 28th place, meaning that the brand value of Japanese companies is relatively lower than in other Asian countries and regions.
The overall indicator that is the basis of the overall brand evaluation ranking is the Nikkei-R Brand Equity Score (NBES). This is calculated independently by Nikkei Research from brand power (Nikkei-R Brand Power) and brand contribution analysis (Nikkei-R Brand Contribution).