Three Japanese brand guardians are among the world’s top 100 CEOs | Press Release

Brand Finance’s Brand Guardianship Index 2025 sheds light on how stakeholders perceive top Japanese CEOs

• Nissay/Nippon Life Insurance’s president Hiroshi Shimizu ranks 74th globally
• Katsuya Nakanishi, CEO of Mitsubishi is at 87th place
• CEO of NTT, Akira Shimada, ranks 96th among the world’s top 100 CEOs

TOKYO,13 February 2025 – Three Japanese brand guardians from the insurance, automobile and telecommunications sectors have showcased their strong leadership and excellence according to the Brand Guardianship Index (BGI) 2025, a new report by Brand Finance, the world’s leading brand valuation consultancy.

The updated BGI places a greater emphasis on public perceptions, evaluating CEOs on their leadership, brand protection, and long-term value creation, with a focus on ethical leadership and global responsibility. These leaders have gained recognition for their ability to navigate a rapidly changing global market while maintaining ethical business practices, further solidifying Japan’s influence in global corporate leadership.

At the forefront of Japan’s brand guardians is Hiroshi Shimizu, president of Nissay/Nippon Life Insurance, ranking 74th globally with a BGI score of 75.6 out of 100. This was attributed to impressive results in the ‘strategy and vision’, ‘positive change’, and ‘sustainability’ attributes within the business-to-business (B2B) sector, highlighting his success in fostering strong corporate relationships and driving innovation in the B2B space.

Mitsubishi Group CEO Katsuya Nakanishi holds the 87th rank with a BGI score of 74.7 out of 100. This score was derived from attributes such as ‘understand brand and reputation’ and ‘positive change’ within the B2B sector. His leadership reflects the company’s commitment to driving meaningful change and strengthening its brand presence, positioning Mitsubishi Group as the second most valuable Japanese brand in the Brand Finance Global 500 2025 ranking, with a brand value of USD40.4 billion.

Akira Shimada, president and CEO of NTT, ranked 96th with a BGI score of 74.2 out of 100. This is attributed to his’s strong focus on long-term value and sustainability within the B2B sector. His leadership continues to reflect NTT’s commitment to not only achieving sustainable growth but also ensuring that the company’s long-term value creation aligns with broader environmental and social goals, positioning NTT as a forward-thinking leader in the global market.

Alex Haigh, Managing Director Asia Pacific, Brand Finance, commented:

“These exceptional leaders from Japan exemplify the power of visionary leadership, innovation, and ethical commitment in today’s dynamic global market. Hiroshi Shimizu, Katsuya Nakanishi, and Akira Shimada have not only demonstrated remarkable growth and resilience, but have also elevated their companies by championing sustainability, customer-centric strategies, and long-term value creation. Their achievements in the Brand Guardianship Index 2025 are a testament to their unwavering dedication to both business excellence and corporate responsibility, further solidifying Japan’s role as a leader in global corporate governance.”

The 2025 BGI also highlights that Hiroshi Shimizu, Katsuya Nakanishi, and Akira Shimada ascended to their CEO positions through internal promotion, emphasising the importance of long-term commitment and the development of leadership from within. Furthermore, these CEOs have placed significant emphasis on the B2B sector, reflecting their strategic focus on strengthening business-to-business relationships and driving sustained growth.

The BGI 2025 reveals that perceptions of sustainability remain integral to CEO reputation. There is a strong correlation between a company’s sustainability efforts and the public perception of its CEO, with nearly half of the variation in CEO reputation attributed to how committed to sustainability the CEO is perceived to be.

However, this year’s findings highlight a shift in priorities. The most critical driver of CEO reputation is now ‘cares about employees’, reflecting heightened expectations for empathy in leadership amid economic uncertainty, mental health challenges, and rapid technological changes. Other key drivers include ‘positive change’, ‘trustworthy’, ‘customer needs’, and ‘sustainability’.