Abstract
Globalisation is further advancing and boarders are becoming increasingly meaningless due to the rapid development of information and communication technologies represented by IT. Japan, having no cost competitive power, must continue to be selected for its added value products leveraging the innovative technologies that are the strength of Japanese companies if it is to maintain and enhance international competitive power in the 21st-century. for this reason, companies will not abandon technological and product development but form an innovative technological image amongst customers that facilitates selection in the capacity of a value added product and technological intelligence (TI) linking forte technologies to customers will become important. Whilst considering a competitive axis for value added creation based on technology, this research investigated a new competitive axis by means of a TI technology brand that unites technology as a seed that links technology which can be widely applied to Japanese businesses with branding as a response to needs.
