The Commercial Zen Of MUJI Case Analysis

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Recommended: growing and sustaining brand equity

Positioning is a significant part of organizational or business strategy. MUJI, as a retail company, is consistently successful in branding and positioning in contemporary global market. This is shown in the article “The Commercial Zen of MUJI” written by Silvia Killingsworth in December 2015 on the New Yorker website. Began with describing the scene when MUJI opened a new flagship store on Fifth Avenue in New York, Silvia introduces the origin and current situation of MUJI. In her article, she explains the ‘no-brand’ branding strategy, and discusses the ways in which MUJI position their brand image in consumers’ minds. MUJI promotes ‘minimalism’ design against waste in packaging and production, emphasizing on recycling and reusability by utilizing …show more content…

(P179) Products need to be positioned when being introduced by a marketer to ensure characteristics most desired by the target market are highlighted. MUJI is an example that succeeds in positioning in marketplace. Launched by Seji Tsutsumi in 1980, Muji is a retail company from Japan which sells a wide range of household and living goods. The brand’s name is originated from its Japanese name “Mujirushi Ryohin” which denotes “no label quality goods”. As Silvia says in her article that, “The colors, patterns, and materials are generic, but everything, from toothbrush holders to storage boxes, comes in pleasing shapes” Every product in stores is in MUJI’s own style. With the slogan call “lower priced for a reason” and the concept “less is more”, MUJI offers high-quality, functional and affordable goods to its consumer from all over the world. A product’s position can be based of specific product attributes or features. MUJI has positioned itself primarily on simplicity, functionality as well as lower …show more content…

By using its own way of positioning and branding, MUJI manages to establish and develop its brand image as well as brand identity which leads to great brand equity. As shown in the article “The Commercial Zen of MUJI”, we can see that brand equity brings benefits to a brand by setting it apart from its major competitors and creating increased sales growth. Consequently, MUJI obtains the potential for higher marketshare. Hence, it is necessary to appropriately position a brand and maintain brand

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