An ultrasound diagnosis apparatus generating an ultrasound image of inside of a test object based on ultrasound signals reflected and received from the inside of the test object includes: a candidate region extracting unit which extracts a plurality of candidate detection regions in a needle position range corresponding to a position of a puncture needle inserted into the test object； a needle identification range setting unit which determines a needle identification range including the needle position range from the ultrasound image based on the extracted candidate detection regions； a needle position range estimating unit which determines an estimated range of the needle position range in the needle identification range based on a value indicating an aggregation state related to a distribution of the candidate detection regions in the needle identification range； and a needle emphasizing unit which performs a process for emphasizing the estimated range in the ultrasound image.
