Advertisers spend millions creating it, marketing researchers spend months trying to perfect it and companies spend years living up to it.

Nothing gives corporations an edge like name recognition. For many foreign companies launching ventures in the Japanese market, the first order of business is to make a name for themselves. Having already established itself as a household name in the United States, shipping giant United Parcel Service is banking on the Nagano Winter Olympics and aggressive marketing to create an indelible image and presence in Japan.

In a time of both misinformation and too much information, quality journalism is more crucial than ever.
By subscribing, you can help us get the story right.