WHILE EVERYONE IS TALKING ABOUT A

BRAND, with their identity, logo,

packaging and other stuffs, how can a
brand survive without a brand itself?
BACK to our origins, into the future.
 Lets touch a bit of
the history OF MUJI.

They began as a product brand of the supermarket chain

The Seiyu, Ltd. in December 1980.
They have a slogan call Lower priced for a reason
First store opened in 1983.
1985 started overseas production.
1986 started to place direct factory orders
1987 Muji started to develop material globally.
1989 Ryohin Keikaku Ltd became the manufacturer and
retailer for all Mujirushi Ryhin products and operations.
1991 1st international store open in London, UK
1999 started using the brand Muji
What so
Special
About
What so Muji is a call to return to simplicity in daily life.

Special
About
What so Muji is a call to return to simplicity in daily life.
Their primary goal is to ensure customers do
Special not pay for what they cannot use, hopes to be

About a compass always pointing towards the

necessities in life.
What so Muji is a call to return to simplicity in daily life.
Their primary goal is to ensure customers do
Special not pay for what they cannot use, hopes to be

About a compass always pointing towards the

necessities in life.
Muji products have limited colour range,
displaying on shelves with minimal
packaging.
What so Muji is a call to return to simplicity in daily life.
Their primary goal is to ensure customers do
Special not pay for what they cannot use, hopes to be

About a compass always pointing towards the

necessities in life.
Muji products have limited colour range,
displaying on shelves with minimal
packaging.
Emphasis on recycling, avoiding waste in
production, packaging.
What so Muji is a call to return to simplicity in daily life.
Their primary goal is to ensure customers do
Special not pay for what they cannot use, hopes to be

About a compass always pointing towards the

necessities in life.
Muji products have limited colour range,
displaying on shelves with minimal
packaging.
Emphasis on recycling, avoiding waste in
production, packaging.
Products are so simple and affordable that
they do not carry a brand name.
What so Muji is a call to return to simplicity in daily life.
Their primary goal is to ensure customers do
Special not pay for what they cannot use, hopes to be

About a compass always pointing towards the

necessities in life.
Muji products have limited colour range,
displaying on shelves with minimal
packaging.
Emphasis on recycling, avoiding waste in
production, packaging.
Products are so simple and affordable that
they do not carry a brand name.
Muji means No Brand.
What so Muji is a call to return to simplicity in daily life.
Their primary goal is to ensure customers do
Special not pay for what they cannot use, hopes to be

About a compass always pointing towards the

necessities in life.
Muji products have limited colour range,
displaying on shelves with minimal
packaging.
Emphasis on recycling, avoiding waste in
production, packaging.
Products are so simple and affordable that
they do not carry a brand name.
Muji means No Brand.
They have a No Logo, No Brand policy.
 WHAT THE BRANDLESS
BRAND HAS ACHIEVED.
2005 Muji was awarded five gold
product design awards by the
International Forum Design in
Germany.
Muji no brand strategy, they spend
very little on advertising or classical
marketing, their success is by word of
mouth and a simple shopping
experience.
Although is a brandless brand but
most of their popular design are well
known established product designer.
They tend to attract customers that
prefer the unbranded products.
 MUJIs philosophy

Streamlining
Process
Eliminate unnecessary
manufacturing processes
Good Price with Reason -Every product is carefully processed
at Muji. If processes have nobearing
on quality, they arediscarded. some
items that do not meet certain
standards of size are turned into
products for sale.
 MUJIs philosophy

Simplification of Packing
Minimizing of packaging

-Focusing on true quality. Muji's manufacturing processes Streamlining

eliminate waste and reduce costs.
Process
Eliminate unnecessary
manufacturing processes
Good Price with Reason -Every product is carefully processed
at Muji. If processes have nobearing
on quality, they arediscarded. some
items that do not meet certain
standards of size are turned into
products for sale.
 MUJIs philosophy

Simplification of Packing
Minimizing of packaging

-Focusing on true quality. Muji's manufacturing processes Streamlining

eliminate waste and reduce costs.
Process
Eliminate unnecessary
manufacturing processes
Good Price with Reason -Every product is carefully processed
at Muji. If processes have nobearing
on quality, they arediscarded. some

Selection of Materials items that do not meet certain

standards of size are turned into
Fully utilize the materials and use materials which are products for sale.
discarded by others without good reason

-Muji uses selected materials. Muji uses the mostsuitableraw

materials.Muji also uses recycled materials that areacquiredin bulk
at low cost. Muji ensures that their products are low priced and are
of high quality.
PRODUCT RANGE
 Strategic Marketing

NO BRAND
strategy
 Strategic Marketing

Muji s popularity is from word of mouth to mouth,

consumers experience with simple shopping and
the increasing popularity of anti-brand movement.

NO BRAND
strategy
 Strategic Marketing

Muji s popularity is from word of mouth to mouth,

consumers experience with simple shopping and
the increasing popularity of anti-brand movement.

NO BRAND Muji is adopting Product Extension, Marketing

strategy Adaptation global marketing strategy.

In Japan s market, Muji is using Cost Leadership for able

to offer quality goods at relatively low prices, with
production efficiency, streamlined process and minimum
advertising.

In United States and Singapore, Muji is selling uniquely

designed products which are valued and superior with
premium prices.
 BRAND PERSONALITY

Module Good price with reason

Value Simple

No brand Future global consumption

Lifestyle
Natural

Universal
MUJI
Environmental conscious
Creative

human
Japanese aesthetics of life
World communication
Functionalism
No design

World
User friendly
 BRANDING STRATEGY

How to make
Style.
Value. people notice strength in product design.

ensuring quality products

with costs low. Muji as a brand?

Simplicity. Uniformity.
has a consistent brand identity.
the products are easy to use.
 BRANDING STRATEGY

How to make
Style.
Value. people notice strength in product design.

ensuring quality products

with costs low. Muji as a brand?

Simplicity. Uniformity.
has a consistent brand identity.
the products are easy to use.
 BRANDING STRATEGY

How to make
Style.
Value. people notice strength in product design.

ensuring quality products

with costs low. Muji as a brand?

Simplicity. Uniformity.
has a consistent brand identity.
the products are easy to use.
 BRANDING STRATEGY

How to make
Style.
Value. people notice strength in product design.

ensuring quality products

with costs low. Muji as a brand?

Simplicity. Uniformity.
has a consistent brand identity.
the products are easy to use.
 BRANDING STRATEGY

How to make
Style.
Value. people notice strength in product design.

ensuring quality products

with costs low. Muji as a brand?

Simplicity. Uniformity.
has a consistent brand identity.
the products are easy to use.
 BRANDING STRATEGY

Worldwide branding:
How to make
Style.
Value. people notice
Unique Brand Identity: asMuji
No-Brand brand
strength in product design.

as a brand?
ensuring quality products
with costs low.

Simplicity. Uniformity.
has a consistent brand identity.
the products are easy to use.
 BRANDING STRATEGY

Worldwide branding:
How to make
Style.
Value. people notice
Unique Brand Identity: asMuji
No-Brand brand
strength in product design.

as a brand?
ensuring quality products
with costs low.

Extension of Brand Philosophy: evolution of product concepts.

Simplicity. Uniformity.
has a consistent brand identity.
the products are easy to use.
 BRANDING STRATEGY

Worldwide branding:
How to make
Style.
Value. people notice
Unique Brand Identity: asMuji
No-Brand brand
strength in product design.

as a brand?
ensuring quality products
with costs low.

Extension of Brand Philosophy: evolution of product concepts.

Extension of Product Life cycle: continuous improvement on
Simplicity. Uniformity.
products and products change according to lives.
the products are easy to use.
has a consistent brand identity.
 Marketing Segments

Niche Marketing

Demographic:
Age: 20 - 40 years old
Income: S$ 2000 and above
Profession: Collage and University Students, Young Working Adults, Businessman and
Businesswoman, Housewife.

Psychographic:
Customers who hate supporting corporate logos.
People who support Mujis environmental friendly stance.
Consumers who are thrifty and looking for frill-less products.
Competitors.
Competitors.
 HOW IS IT POSSIBLE TO A BRANDLESS
BRAND, SURVIVED AS A BRAND?
David Aaker, Vice Chairman of Prophet

Muji, one of the strongest retail brands in the world, has created its own subcategory. Few brands deliver more emotional and self-
expressive benefits than does the Muji brand. Yet, the Muji brand vision is not to be a brand!! It is the no-brand brand.
 HOW IS IT POSSIBLE TO A BRANDLESS
BRAND, SURVIVED AS A BRAND?
David Aaker, Vice Chairman of Prophet

Muji, one of the strongest retail brands in the world, has created its own subcategory. Few brands deliver more emotional and self-
expressive benefits than does the Muji brand. Yet, the Muji brand vision is not to be a brand!! It is the no-brand brand.
Muji is about simplicity, moderation, humility, and self-restraint. The Muji philosophy is to deliver functional products that strive not
to be the best but enough. Enough does not mean compromise and resignation but a feeling of satisfaction knowing that the
product will deliver what is needed but no more.
 HOW IS IT POSSIBLE TO A BRANDLESS
BRAND, SURVIVED AS A BRAND?
David Aaker, Vice Chairman of Prophet

Muji, one of the strongest retail brands in the world, has created its own subcategory. Few brands deliver more emotional and self-
expressive benefits than does the Muji brand. Yet, the Muji brand vision is not to be a brand!! It is the no-brand brand.
Muji is about simplicity, moderation, humility, and self-restraint. The Muji philosophy is to deliver functional products that strive not
to be the best but enough. Enough does not mean compromise and resignation but a feeling of satisfaction knowing that the
product will deliver what is needed but no more.
A visit to a Muji store is an eye-opener. One of the first things you notice is that the clothes are all bland, mostly white or beige and
never bright. Beige works. And there is no logo on the front of the shirt, in fact there is no label at all not even on the inside of the
garment. Why would you want a label? The furniture, cook ware, and office equipment is plain but functional. The designs are
simple but not for some minimalist statement, they just provide what is needed to deliver function.
 HOW IS IT POSSIBLE TO A BRANDLESS
BRAND, SURVIVED AS A BRAND?
David Aaker, Vice Chairman of Prophet

Muji, one of the strongest retail brands in the world, has created its own subcategory. Few brands deliver more emotional and self-
expressive benefits than does the Muji brand. Yet, the Muji brand vision is not to be a brand!! It is the no-brand brand.
Muji is about simplicity, moderation, humility, and self-restraint. The Muji philosophy is to deliver functional products that strive not
to be the best but enough. Enough does not mean compromise and resignation but a feeling of satisfaction knowing that the
product will deliver what is needed but no more.
A visit to a Muji store is an eye-opener. One of the first things you notice is that the clothes are all bland, mostly white or beige and
never bright. Beige works. And there is no logo on the front of the shirt, in fact there is no label at all not even on the inside of the
garment. Why would you want a label? The furniture, cook ware, and office equipment is plain but functional. The designs are
simple but not for some minimalist statement, they just provide what is needed to deliver function.
The store setting supports the products and the philosophy. The music in the background is soothing. The ambiance is relaxing and
delivers emotional benefits that are very Japanese but also travel well. In essence, Muji is a lifestyle brand without the usual
associated energy. Very different from the loud visuals and sounds that come with Abercrombie and Fitch for example.
SO..
CAN A BRAND SURVIVE WITHOUT A BRAND?
YES IT CAN
THE FIRST RULE OF A BRAND IS
BEING DIFFERENT.
 WHAT WE THINK MUJI SHOULD DO.
Make some noise
 WHAT WE THINK MUJI SHOULD DO.
Make some noise

Muji is too quiet. They needs more advertisements and campaigns to create a buzz and make
them more famous and known.
 WHAT WE THINK MUJI SHOULD DO.
Make some noise

Muji is too quiet. They needs more advertisements and campaigns to create a buzz and make
them more famous and known.

Improve their Catalogue

 WHAT WE THINK MUJI SHOULD DO.
Make some noise

Muji is too quiet. They needs more advertisements and campaigns to create a buzz and make
them more famous and known.

Improve their Catalogue

It will be good if Muji can expand their catalogue to the level of IKEAs.
 WHAT WE THINK MUJI SHOULD DO.
Make some noise

Muji is too quiet. They needs more advertisements and campaigns to create a buzz and make
them more famous and known.

Improve their Catalogue

It will be good if Muji can expand their catalogue to the level of IKEAs.

Expands the stores

 WHAT WE THINK MUJI SHOULD DO.
Make some noise

Muji is too quiet. They needs more advertisements and campaigns to create a buzz and make
them more famous and known.

Improve their Catalogue

It will be good if Muji can expand their catalogue to the level of IKEAs.

Expands the stores

IKEA have two giant stores. It will be great if Muji have it too.
 RESources

Aaker, David. Muji-The No Brand Brand. Last revised 13 Jul. 2011. Accessed 17 Aug 2011 <http://
www.prophet.com/blog/aakeronbrands/43-mujithe-no-brand-brand>.

Anonymous. Market and Brand Strategies for different Asian Markets. Last revised 15 Jul. 2008. Accessed
16 Aug. 2011 <http://www.slideshare.net/whatidiscover/market-entry-and-brand-strategies-for-different-
asian-markets-presentation>.

Anonymous. About Muji. (nd). Accessed 15 Aug. 2011 <http://www.muji.us/about-muji/>.

Anonymous. Mujis Philisophy of No Brand Quality Goods. (nd). Accessed 15 Aug. 2011 <http://
www.muji.us/about-muji/>.

Anonymous. Muji, No Brand Becomes Great Brand. Last revised 12 Aug. 2008. Accessed 17 Aug. 2011
<http://www.labbrand.com/brand-source/muji-no-brand-becomes-great-brand>.

Anonymous. About Muji. (nd). Accessed 15 Aug. 2011 <http://www.muji.com.sg/about-muji>.

Muji. Wikipedia, the Free Encylcopedia. Last revised 5 Aug. 2011. Accessed 15 Aug. 2011 <http://
en.wikipedia.org/wiki/Muji>.

Rusch, Robin D. Muji commonly unique. Last revised 30 Apr. 2001. Accessed 17 Aug 2011 <http://
www.brandchannel.com/features_profile.asp?pr_id=14>.

Wei, Ying. Muji: On Strategic Marketing. Last revised 23 Jul. 2009. Accessed 16 Aug. 2011 <http://
yingweitan.wordpress.com/2009/07/23/muji-on-strategic-marketing/>.
THANK YOU.