Brand Analysis (MUJI- a japanese brand)

  Please focus on only one product category ,eg: food product

Below are the guidelines:

Describe the brand and its portfolio. Clearly identify which product is in focus for this assessment (choose one).
Identify and justify its current target market/customer (There may be several but choose the key target market for the selected product).
Discuss the brand’s current situation in its market/society – brand perception.
How is the brand currently positioned? – brand positioning.
Identify its key competitors (maximum 2).
Research a trend that can affect this product and discuss how a brand manager can utilise the trend to strengthen the brands’ position in the market. Then highlight the added-value the brand could provide to its customers.

The brand that you select for this assessment should be confirmed by your tutor in week 3. The assignment should be no more than 1200-1500 words excluding reference list.

Please ensure that all research is referenced appropriately (in-text & reference list). Recommended reference styles are Harvard or APA (refer UC referencing guide on Canvas). Students must ensure that quotations taken directly from other sources are correctly referenced and appear in quotation marks. Direct quotations should obey the following: 1 direct quote for 400 words.
Purpose of assignment

Examine a brand in terms of its elements;
Identifying a brands position in the market through market and brand components;
Research consumer trends and demonstrate how they can affect a brand.

Please see highlighted items on the marking rubric attachment

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