Abstract: With the deepening of globalization, the strategy of “national branding” has become an important way for a country to present a good image and carry out public diplomacy. Since the beginning of the 21st century, in the process of constructing the strategy of “national branding”, the Japanese government has not only referred to the common practice in the international journalism and political circles to put forward the concept, but also considered the identity positioning of Japanese brands. Specifically, it can be summarized as the public and private sectors to jointly formulate the overall strategic framework, highlight the cultural characteristics of the brand and broaden the propaganda aperture through a variety of channels. As the strategy of “national branding” is a controversial and highly politicized activity, a more comprehensive view is also applied to evaluate the construction effect of Japan's strategy in addition to the international standard of NBI model data.

Key words: “Nation Branding” strategy, public diplomacy, construction path, effect