Marketing Case
The Changing Process of Brand Images and Management:
A Case Study of the UNIQLO Brand Creating a New “Clothing” Market
2020 Volume 40 Issue 2 Pages 94-103
Details
2020 Volume 40 Issue 2 Pages 94-103
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.
