In what has been a very challenging year for many brands amidst global crisis and uncertainty, we want to share some positive brand stories with the launch of the YouGov Best Brands 2020 Japan.

Check out the below rankings to see which brands made the top 10 list, which brands have improved most year on year and the top 25 brands in the world.

The rankings data is drawn from our daily brand tracking tool BrandIndex, which measures the public’s perception of thousands of brands every day across 40 sectors. 

YouGov Best Brands 2020 Japan Rankings:

YouGov Most Improved Best Brands 2020 Japan Rankings:

YouGov Best Brands 2020 Global Rankings:


The rankings are drawn from interviews conducted between October 2019 and September 2020. Each day consumers are asked their view on 446 brands in Japan, which allows YouGov to build a picture of how different brands are perceived by the general public through comparing Index scores – which is a measure of overall brand health calculated by taking the average of Impression, Quality, Value, Satisfaction, Recommend and Reputation.

Impression – whether someone has a positive or negative impression of a brand

Quality – a net measure of whether consumers think the brand represents good or poor quality

Value – a net measure of whether consumers think the brand represents good or poor value for money

Satisfaction – whether someone is a satisfied or dissatisfied customer

Recommend – whether someone would recommend a brand to a friend or not

Reputation – whether someone is proud or embarrassed to work for a brand


Other APAC Markets

Check out our rankings at other APAC markets: 

AustraliaChinaHong KongIndonesiaSouth KoreaMalaysiaPhilippinesSingaporeTaiwan, ThailandVietnam


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