本研究發現： 1. 品牌可以提供企業競爭優勢，包括降低行銷成本與易於從事品 牌延伸。 2. 品牌聯想被建立後，會對競爭者產生進入障礙。 3. 鮮明的品牌識別，能使品牌行銷達到最佳狀態。 4. 品牌與企業形象相輔相成，利於與消費者建立良好關係。 Since the internet has come of age, large information can be transmitted faster in a convenient way due to the updating development of modern technology. In modern society,“brand”could be traded which plays a crucial role in company. What“brand”shows is just the image and the symbol of the company or the products. Once they place reliance on the brand, the revenue would increase which involves with more competitiveness for the company. In addition, the image of the brand shows a positive influence on marketing share rates. This research is organised as follows: Section 1 explains the purpose and methodology of this research. Section 2 looks at the strategies by using SWOT analysis to evaluate the competitive advantage of corporation. Furthermore, the marketing theories are used as a tool of marketing strategy. Section 3 analyzes Japan’s digital camera industry from the history and its development as well as the marketing strategies, comparing the difference between Japan’s nation brands and other global branding around the world. Section 4 provides the case study research of Canon, one of the top branding in Japan, to observe its strategies in digital camera industry and see how it works. The aim of this research is to discuss the major digital camera brands with their marketing strategies. By introducing the relevant literatures, integrating theories and researches into practice. The case study of Canon is also provided in this research with respect to its business strategies. The conclusion and the future perspective are suggested in the end. The finding of the study show that：
1. Brand can reduce marketing costs and easier to extend brand extension 2. Brand associations can create an obstacle to competitors. 3. Distinctive Brand Identity can help marketing. 4. Brand and corporate image has been connected.