What is Japan’s most powerful brand? A Japanese economic newspaper conducted its 26th annual survey to answer this question. Over 37,000 participants ranked 1,000 brands across various categories. The results were then segmented by age group, with a particular focus on those under 20.
As the title suggests, Nintendo performed exceptionally well among younger demographics. While YouTube secured the top spot, the Nintendo Switch impressively claimed second place. This achievement is even more significant considering that Nintendo itself ranked third, and Pokémon placed seventh. This means nearly one-third of the top 10 brands among Japanese youth belong to the Nintendo ecosystem.
However, an interesting shift occurs when examining the results for Japan’s population as a whole. The Switch drops significantly to 59th place, indicating a lower recognition among older generations. In contrast, Nintendo still holds a respectable 12th position, suggesting the company itself is more widely known than its console among the broader public.
Incidentally, the most recognized brand across all of Japan is Suntory, a spirits company, perhaps best known in the West for its appearance in the film ‘Lost in Translation,’ featuring a young Scarlett Johansson and Bill Murray.
It is reasonable to assume that Nintendo is highly satisfied with its strong brand recognition among young Japanese consumers, signaling a promising future for the company. Are you surprised by Nintendo’s high standing, or does it align with your expectations for major Japanese brands?