Marketing Case そのアイデンティティのマネジメントの考察 ブ

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Transcript of Marketing Case そのアイデンティティのマネジメントの考察 ブ

The Changing Process of Brand Images and Management: A Case Study of the UNIQLO Brand Creating a New “Clothing” Market

Kayoko Honjo *1
Pixabay
Abstract : This article is a case study that examines the UNIQLO brand and seeks to clarify the process of creation of the brand image and the brand management. The company has run a business while being acutely conscious of globalization, based on its own principle and brand concept since its foundation. As a result, UNIQLO has become an established global brand as of the 30th anniversary of the company’s foundation. The company has created a new “ clothing ” market called LifeWear. This case studies the innovative business activities and their marketing communication over 15 years and derives the essentials of brand management.
Keyword : Brand management, Brand elements, Brand identity, Marketing communication

Marketing Case 143
Vol. 40 No. 2 (2020), 94-103 94 DOI: 10.7222/marketing.2020.052
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95 Japan Marketing Journal Vol. 40 No. 2 (2020), 94-103 DOI: 10.7222/marketing.2020.052
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99 Japan Marketing Journal Vol. 40 No. 2 (2020), 94-103 DOI: 10.7222/marketing.2020.052
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UNIQLO is a modern Japanese company that inspires the world to dress casual
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UNIQLO is a modern Japanese company that inspires the world to dress casual
“Toward the Next Phase of Growth” “A Crucial Year”
FASTRETAILING CO., LTD., is a modern Japanese company that owns and operates the UNIQLO casual clothing brand. Our mission is to inspire the world to dress casual. /
anybody, everywhere, everyday. “Our Mission ”
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The Changing Process of Brand Images and Management
101 Japan Marketing Journal Vol. 40 No. 2 (2020), 94-103 DOI: 10.7222/marketing.2020.052
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Marketing Case 143
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The Changing Process of Brand Images and Management