Yet Japan today is synonymous with advanced technology, manufacturing quality, competitive pricing and of style and status (Anholt, 1999). Following Japan’s success many western markets are now more agreeable to brands from less endowed countries. This is why Korea brands are doing well in the developed countries; South Africa wine and India beer are being served on English tables
presently; Indian perfume, Urvashi, is currently enjoying success in France of all places (Anholt,
2003)..