This is my work. As my major in the future is brand management, I will produce MUJI report in this project. Why did I choose the brand MUJI? Because it fits nicely into our topic discontinuity. Its “no brand strategy” is different from that of other similar firms; Its products are minimalist and functional; Its packaging is made of environmentally friendly materials; It also doesn’t advertise its products on a large scale, preferring to rely on word of mouth. These are signs of discontinuity.
This report is difficult for me, because I have never written a similar report before, there are many things I do not know, such as 4ps (Product, Price, Place, Promotion), SWOT and so on. These are not what I have learned, but in the teacher and my own efforts I still successfully completed the report.
This project let me know a lot of brand management knowledge, and let me know the direction of my future study. However, another regret is that I didn’t learn how to use InDesign. I hope I can learn it next time.
Neil’s home 