An annual survey in Japan, involving 37,000 participants ranking 1,000 brands, sought to identify the most powerful brands in the country. The results were segmented by age group, with a particular focus on those under 20.
For the younger demographic (under 20), Nintendo showed exceptional performance. While YouTube secured the top spot, the Nintendo Switch impressively claimed second place. Nintendo itself followed closely at third, with Pokémon ranking seventh. This means nearly a third of the top 10 most powerful brands among Japanese youth are affiliated with Nintendo.
However, when considering the entire Japanese population, the landscape shifts. The Switch drops significantly to 59th place, indicating a lower recognition among older age groups. Nintendo, as a broader brand, fares better, ranking 12th overall, suggesting it’s still more widely recognized than its console by the general public.
Interestingly, the most recognized brand across all age groups in Japan is Suntory, a beverage company, perhaps best known in the West for its appearance in the film “Lost in Translation.”
Nintendo is likely pleased with its strong appeal to young Japanese consumers, a clear indicator of a promising future for the company.