This study reviews brand positioning on the premise of a structure based on prototypicality factor and concreteness factor which form graded category. Graded category in previous studies was inclined toward the research of “prototypicality”, and concreteness such as competitive environment or context has scarcely been discussed. Furthermore, brand typology based on prototypicality factor and concreteness factor has been barely discussed, but not verified with real data. Therefore this study examines the typology of a brand. The data for a laundry detergent brand collected in March 2009 from female consumer panel monitors in their 20s to early 60s of Ipsos Japan Statistics Research Co., Ltd were used for analysis.
As a result of the analysis,it was confirmed that the influence of prototypicality factor got stronger from recognizer base to purchaser base and I could understand the competitive structure by examination of brand positioning based on brand typology that this approach is effective.

Recently, there has been an increase in the number of people who experience skin problems including atopic dermatitis. This situation has led to a high demand for clothing with minimal irritation to the skin. Here we conducted a survey to observe the self-awareness of the current situation of female college student's body skin by written questionnaire. The result was distributed by the normal skin 44.9%,the unstable skin 8.7%, the sensitive skin 24.6% and the highly sensitive skin (including the disordered skin) 21.8%, and it showed that about 60% people realize their body skin problems. Then the appearance of different types of skin was quantitatively compared and analyzed from the physiological and morphological points of view. Based on the self-diagnosis results collected through the survey,the selected study group, comprised of twelve young women (20-23 years old) was divided by skin type; 7 with normal skin and 5 with highly sensitive skin. Each skin type was examined for transepidermal water loss (TEWL) as a physiological observation, perspiration rate to monitor the status of sweating and skin surface roughness by profilometry as a morphological analysis, in specific regions of the upper body. The physiological characteristics revealed that the highly sensitive skin had a higher value of TEWL and a significantly lower value in the perspiration rate compared to the normal skin type. The measurement of the morphological characteristics showed that the skin roughness of the highly sensitive skin had a higher value than that of the normal skin. These results reveal the differences between the two skin types and suggest the need for special consideration in designing clothing for sensitive skin.