Muji - Clear Brand Identity with “minimalism” Culture and No-Brand Strategy

Clear brand identity with “minimalism” culture and no-brand strategy

Muji’s main competitiveness comes from its unique minimalism style and no-brand strategy. Words from Leonardo da Vinci best describe Muji’s distinctive receipt for success: “Simplicity is the ultimate sophistication. ” The main focus of Muji is the functionality and convenience of the product itself without brand logo, excessive decoration, rainbow colors or complicated design pattern. Adhered to “minimalism” principle, Muji uses simple plain packaging and spares all its effort on selecting best available product materials, improving product fitness and exploring ways to avoid waste in the manufacturing process. As a result, customers do not have to pay for any added things except the product itself (Muji, 2014b). Even though there is no brand logo attached, the useful, artistic and simplistic design are blended together to create strong brand recognition . Muji’s ways of branding is more systematic and does not require labeled brand logo to be recognized (Amos, 2012). This unique business strategy creates a clear brand identity for Muji and makes it be differentiated from its competitors.

Muji’s commitment to use eco-friendly materials gives it a competitive advantage. Muji always use eco-friendly material to make its product such as unbleached paper and clothes (Muji, 2014a). Besides, Muji select organic cotton to make cotton products and use soy inks to print words on its shopping paper bags. Its writing materials are produced by recycled paper and its fabric products are made of recycled textile material (Zachariah, 2013). Concerning security, Muji poses strict standards on its product. Preservatives are not added to Muji’s food product and fluorine resins which maybe toxic after heated are replaced by alternative material to make coking pan (Muji, 2013). Muji’s strive to be eco-friendly further promotes consumer loyalty to this