Japanese products used to be successful in the global market, but are now losing their position. The main reason for this is that **Japanese companies have focused on product quality while neglecting marketing strategies and brand image building**. **The brand story and corporate philosophy of Japanese companies have not been communicated to consumers**, so consumers want to empathise not only with the functionality of the product, but also with the story behind it. There has been a tendency to avoid communicating corporate culture and the people who work there, but **craftsmanship and a tough work environment can also be value-added elements** of a product. **Japanese companies should actively communicate not only the quality of their products, but also their brand story and corporate culture**.