Domestic brands win out in Japan

Source: YouGov Brandindex. Brandindex rankings for 2016 for Japan. 

The YouGov Brandindex rankings for 2016 show that domestic brands dominate for Japan. Rakuten and the Rakuten Card took first and second place respectively, followed by fashion retailer Uniqlo as third.

Brands were rated using BrandIndex’s Buzz score* which asks respondents, “If you've heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?”

The Buzz Rankings chart shows the brands with the highest average Buzz scores* between January and December 2016.

Source: YouGov. Brand Buzz improvements in 2016.

The Buzz Improvers chart ranks the brands with the highest increase in Buzz comparing scores in years 2015 and 2016. Both scores are representative of the general population.

The top Buzz improvers were LINE, Nintendo and the Rakuten Card.

*All Buzz scores listed have been rounded to a single decimal place; additional precision was used internally to assign ranks.