Japan Runs Into Trouble Refreshing Its Brand

Quick Quiz: What do you think of when you think of Japan?

Pagodas? Bonzai Trees? The flag with the big red dot on it? Most Americans revert to these and other, more shallow pop culture references. Ask a Baby Boomer the same question, however, and the answer will be very different.

This is why a movement led by Japanese Prime Minister Shinzo Abe aims to focusing on the “Japan Brand.” From Reuters:

The PR campaign, which has a budget of over half a billion dollars, comes as Prime Minister Shinzo Abe aims to adopt a less apologetic stance on Japan’s actions before and during World War Two and ease the fetters imposed on defense policy by Japan’s post-war, pacifist constitution.

Anyone