Japan ranks 4th globally in total brand value, trailing only the US, China, and Germany. According to a recent report by Brand Finance, a valuation consultancy, 33 Japanese brands featured in the 2026 Global 500 ranking collectively boast a brand value of $489.9 billion.
Among these, Japan’s automotive sector leads with a total brand value of $118.2 billion. Toyota remains at the forefront despite a slight 3% dip in brand value to $62.7 billion. Nevertheless, the automaker climbed four spots to become the 15th most valuable brand globally. Toyota’s Brand Strength Index (BSI) stands at 92.5/100, earning it an AAA+ rating.
Toyota is Japan’s sole representative in the Global 500’s top 20 most valuable brands for 2026. Within the global automotive industry, Toyota reigns as the most valuable brand this year.
Other automotive brands in the Global 500 include Mercedes-Benz (36th), Hyundai (38th), BMW (41st), Mitsubishi (52nd), Volkswagen (54th), Porsche (57th), Tesla (75th), Honda (78th), Ford (98th), Audi (136th), BYD (142nd), Ferrari (173rd), Chevrolet (217th), Volvo (237th), Kia (242nd), Lexus (297th), Nissan (299th), Renault (399th), Jeep (455th), Subaru (474th), and Suzuki (476th).
Japan’s second-largest sector in the ranking is the diversified conglomerates group, with a combined brand value of $111 billion. Leading this category is Mitsubishi Group, whose value decreased by 10% to $36.4 billion, followed by Sumitomo Group (up 25% to $31.2 billion) and Mitsui Group (up 20% to $30.5 billion). This highlights a mixed performance, with some conglomerates showing resilience while others face challenges.
Japan’s telecommunications sector is another significant contributor to the Global 500, with a total brand value of $67.6 billion. NTT Group leads this sector, seeing a 13% increase to $41.9 billion. Notably, NTT Group surged 96 places compared to 2025, ranking 214th globally with a BSI of 79.1/100, reflecting its strong recovery and growth trajectory.
Alex Haigh, Managing Director of Brand Finance Asia-Pacific, commented: “Japan’s performance in the 2026 Global 500 reflects a market that is becoming more selective rather than weakening. While growth is uneven across sectors, brands investing in long-term value through technology, operational resilience, and clear strategies are thriving. Toyota’s enduring strength and NTT Group’s remarkable ascent demonstrate that Japanese brands can compete at the highest levels when balancing heritage with adaptability. The challenge now is to scale domestic success into sustainable global brand momentum.”
Other notable Japanese brand achievements include:
- UNIQLO, with a 12% increase in brand value to $11.3 billion, remains the only Asian fashion brand in the ranking.
- MUFG saw a 43% surge in brand value to $15.3 billion, making it the fastest-growing banking brand in the APAC region.
- Sony’s brand value decreased by 7% to $15 billion, yet it retains its position as the world’s strongest electronics brand.
- JR, valued at $13.1 billion, ranks as the third most valuable logistics brand globally.
- Japan Post Holdings experienced a 31% increase to $12.8 billion, becoming the fastest-growing diversified conglomerate brand worldwide.
Global Landscape
Apple maintains its position as the world’s most valuable brand, with a 6% increase to $607.6 billion. Microsoft follows closely, rising 23% to $565.2 billion, while Google and Amazon grew by 5% and 4% to $433.1 billion and $369.9 billion, respectively. These figures underscore the continued dominance of US tech giants.
NVIDIA climbed four spots to become the 5th most valuable brand globally, with its brand value doubling to $184.3 billion, a 110% increase. This reflects its pivotal role in global AI infrastructure.
In terms of brand strength, YouTube emerged as the world’s strongest brand with a BSI of 95.3/100, up from 8th place in 2025. WeChat dropped to second with a BSI of 95.1/100, while Microsoft rose eight places to third with a BSI of 94.7/100. All three maintain AAA+ ratings, signifying their enduring global influence.
Finally, Revolut stands out as the fastest-growing brand among the world’s 500 most valuable brands.
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