The Western consumer, observes Anholt (1999), is now attracted by the cultures and the products of distant land. Increasing affluence, communication and information access to people in the developed world is making realization of this possible. According to Anholt (1999), the best example of national re-branding of our time is Japan. Made in Japan 30 – 40 years ago was a negative concept as many Western consumers had formed their perception of brand Japan on their experience of shoddy, second-rate products from Japan. Yet Japan today is synonymous with