Regional branding and its characteristics: Japan – Retracted 7.12.2017

• Bushev A.B.

  Tver State University
  Tver. Russia

• Petrova O.V.

  Tver State University
  Tver. Russia

The paper presents the theoretical approach to the fields studies conducted in 2015 by one of the authors. The idea of Japanese state brand and its perception in native and foreign audiences is connected with dynamic character of the components of the state brand. The paper sheds light upon the components of the brand under study and sumps up cultural and economic effects of the state brand.

Keywords: Japan, state brand, cultural studies.