The Changing Process of Brand Images and Management:
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- Honjo Kayoko
- Toyogakuen University, Japan
Bibliographic Information
- Other Title
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- 新しい「服」を創造するユニクロのブランド・イメージの変化とそのアイデンティティのマネジメントの考察
- A Case Study of the UNIQLO Brand Creating a New “Clothing” Market
Abstract
<p>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.</p>
Journal
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- Japan Marketing Journal
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Japan Marketing Journal 40 (2), 94-103, 2020-09-29
Japan Marketing Academy
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Details 詳細情報について
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- CRID
- 1390567172578246400
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- NII Article ID
- 130007911414
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- ISSN
- 21881669
- 03897265
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- Text Lang
- ja
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- Data Source
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- JaLC
- Crossref
- CiNii Articles
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- Abstract License Flag
- Disallowed