Best Brand Rankings 2021 Japan

Best Brand Rankings 2021 Japan

Panasonic tops YouGov’s Best Brand Rankings 2021 Japan

YouGov analysis reveals Panasonic as the best ranked brand amongst consumers in Japan. 

The rankings are based on the Index score from YouGov BrandIndex, which is a comprehensive measure of overall brand health calculated by taking the average of Impression, Quality, Value, Satisfaction, Recommend and Reputation.


Panasonic tops Japan's best brand list with an overall score of 39.6

In Japan, the best brand was Panasonic, with an average score of 39.6. But competition for the top spot was fierce, with Tokyo Disney Resort coming in second with a score of 39.0. The third and fourth spots were ANA scoring 35.1 and SONY scoring 33.9. UNIQLO rounding out the top five with a score of 33.6.

Rank Brand Name Score
1 Panasonic 39.6
2 Tokyo Disney Resort 39.0
3 ANA 35.1
4 SONY 33.9
5 UNIQLO 33.6
6 Google 31.5
7 Japan Airlines (JAL) 29.4
8 Universal Studios Japan 29.2
9 Amazon 27.7
10 Ayataka 27.6
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Chart shows the brands with the highest average Index score between October 1st, 2020 to September 30th, 2021


Korean Air is the most improved brand in Japan

Korean Air topped Japan's most improved brand list this year, with a rise of 3.9 points. The competition of the next two spots was fierce, with Samsung coming in a second (up +2.9 points) and Shimamura occupying the third spot with an increase of 2.7 points. The fourth position was Netflix (up +2.5 points). The top five improver list was completed by LEGOLAND JAPAN RESORT, with a rise of +1.9 points.

Rank Brand Name 2021 Score 2020 Score Change in Score
1 Korean Air -9.0 -12.9 3.9
2 Samsung -6.8 -9.7 2.9
3 Shimamura 8.4 5.8 2.7
4 Netflix 8.8 6.4 2.5
6 merit 12.2 10.2 1.9
7 Taberogu 6.0 4.1 1.9
8 Band-Aid 19.9 18.3 1.6
9 Amazon Prime Video 18.1 16.5 1.5
10 Listerine 10.5 9.0 1.5
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Scores show average data from October 1st, 2020 to September 30th, 2021, compared to October 1st, 2019 to September 30th, 2020


Want to see how other markets compare? Download the full rankings lists for all markets which highlights the top 10 ranked brands across all tracked markets and gives a deeper dive into the global list.

Download the full rankings lists

The Rankings data can be further developed with YouGov BrandIndex – our industry-leading brand health tracking solution, which gives a comprehensive overview of what your customers think, say, feel and do in relation to your brand, and your competitors. Learn more about YouGov BrandIndex





The brands in YouGov Annual Rankings were ranked based on the Index score, which is a measure of overall brand health calculated by taking the average of Impression, Quality, Value, Satisfaction, Recommend and Reputation.

The Index Rankings chart shows the brands with the highest average Index scores between October 1, 2020 and September 30, 2021. The Index Improvers chart ranks the brands with the highest increase in Index, comparing scores from the previous 12-month period. To be included in the improver list, the variance must be positive. Both scores are representative of the general population of adults 18+ (some are online representative). 

All Index scores listed have been rounded to a single decimal place; however, we have used additional precision to assign ranks. All brands have been tracked for at least 6 months to be included in the rankings and have been tracked for at least 18 months to appear in the Improvers tables. 

For this year’s global list, YouGov used data from 54 markets – data from markets that cover three sectors or fewer were not counted in the top 10. The rankings use the Index score which assesses overall brand health. It takes into account perceptions of a brand’s reputation and whether consumers would recommend the brand to others, as well as whether it represents good value and quality.


About YouGov

YouGov is an international research and data analytics group.  

Our mission is to supply a continuous stream of accurate data into what the world thinks, so that organisations can better serve the communities that sustain them.  

Each day, our highly engaged proprietary global panel of over 15 million members provides us with thousands of data points on consumer opinions, attitudes and behaviour. We combine this continuous stream of data with our research expertise to provide insights that enable intelligent decision-making and informed conversations.  

With operations in the UK, Americas, Mainland Europe, the Middle East, India and Asia Pacific, YouGov has one of the world’s largest research networks.