The analytical agency Nikkei Research has published the latest Brand Equity Score 2026 ranking, which evaluates the value and strength of brands in Japan. According to the results of the large-scale study, Nintendo demonstrated an impressive result, taking second place overall among a thousand leading companies.
How the ranking was formed
The Brand Equity Score study assesses brand awareness, empathy, audience support, as well as purchase and investment intentions. The main goal of the survey is to determine the value of a brand's "intangible assets." In 2026, the study covered approximately 160,000 respondents: 80,000 regular consumers and 80,000 business representatives.
Nintendo's Results
Nintendo secured leading positions in both evaluation categories:
- Overall ranking: 2nd place (between automotive giant Toyota in 1st place and Uniqlo in 3rd).
- Consumer rating: 3rd place (after Uniqlo and Calbee).
- Business community rating: 2nd place (between Toyota and Apple).
Such high marks testify to the extraordinary strength of the Nintendo brand and consistently high trust in the company from both everyday gamers and the business world.
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