同商品品牌是企业竞争力一样,国家品牌也是国家竞争力的重要因素。为推动日本国家品牌建设,日本政府于2005年、2009年分别发表了题为“推动日本品牌战略——向世界传播日本魅力”与“日本品牌战略——促进软实力产业的发展”的报告书。通过对这两份报告书中日本品牌战略具体实施措施的梳理,可以看到日本国家品牌战略从“日本的品牌”向“日本品牌化”的演化。 Just as commodity brands are the competitiveness of enterprises, national brands are also an important factor in national competitiveness. In order to promote Japan’s national brand building, the Japanese government published in 2005 and 2009 the titles entitled “Promoting Japanese Brand Strategy - Spreading Japanese Charm to the World” and “Japanese Brand Strategy - Promoting the Development of Soft Power Industry.” “The report. Through the combing of the specific implementation measures of the Japanese brand strategy in these two reports, we can see the evolution of Japan’s national brand strategy from ”Japanese brand “ to ”Japanese brand ".