Reference list

References:
Uniqlo’s store supervisor: Her name: Amy, Contact Information: aturay4u@hotmail.com
My blog: http://mrkktgw.blogspot.com/
Books:
Bloomer, Carolyn M. (1990). Principles of Visual Perception. London: The Herbert Press.

Evans, Martin, Jamal, Ahmad and Faxall, Gordon. Consumer Behaviour. West Sussex: John Wiley&Sons.



Gobe, Marc. (2001). Emotional Branding. Oxford: Allworth Press.


Himpe, Tom. (2006). Advertising is Dead Long Live Advertising. London:Thames&Hudson.



Johnson, Michael. (2002). Problem Solved. 1st ed. New York: Phaidon Press.

Lambin, Jean-Jacques. (2007). Market-driven management. 2st ed. Hampshire: Palgrave Macmillan.



Macias, Patrick and Evers, Izumi. (2007). Japanese Schoolgirl Inferno. California: Chronicle Books.

MdN Corporation (2004). The Neta-cho Deluxe. Tokyo:. MdN Corporation.

Moser, Mike. (2003). United We Brand. Boston: Harvard Business School Press.



Neumeier, Marty. (2007). Zag. California: New Riders.

Norman, Donald A. (2004). Emotinal Design. New York: Basic Books. 



O’ Shaughnessy, John and Jackson, Nicholas. (2004). Persuasion in Advertising. 1st ed.
London: Routledge.

Ries, Al and Ries, Laura. (1999). The 22 Immutable Laws of Branding. London: HarperCollinsPublishers.



Roll, Martin. (2006). Asian Brand Strategy. 1st ed. Hampshire: Palgrave Macmillan.



Sanada, Ryo and Hassan, Suridh. (2007). RackGaki. 1st ed. London: Laurence King Publishing.

Saunders, Dave. (1996). Shock in Advertising. 1st ed. London: B.T. Batsford.

Shaughnessy, John. O' and Shaughnessy, Nicholas Jackson. (2004). Persuasion in
Advertising. 1st ed. London: Routledge.

Temporal, Paul. (2000). Branding in Asia. 1st ed. New York: John Wiley&Sons.



The Random House Group. (2006). Banksy Wall and Piece. London: The Random House Group

Tokyo: PIE Books. (2005). Sales Strategy and Design. Tokyo: PIE Books



Websites/Online Journals:
Uniqlo:

Anderson, James. (2007). A Uniqlo selling point.
http://findarticles.com/p/articles/mi_qn4158/is_20070618/ai_n19308284 (7 March 2008)

Centaur Comunications. (2007). Top studios create London flagship stores for Uniqlo.
http://www.mad.co.uk/Main/News/Articlex/e185e08d5fbc45a196544db4b9191c2c/Top-studios-create-London-flagship-stores-for-Uniqlo.html (15 March 2008)

CondeNet. Uniqlo Takes Over. http://www.vogue.co.uk/vogue_daily/story/story.
asp?stid=48260 (7 March 2008)

Creative Review. (2008). Uniqlo Reborn. http://www.creativereview.co.uk/crblog/uniqlo-reborn/ (10 March 2008)

Design Taxi Network. (2006). NEWS: UNIQLO Opens First Global Flagship Store in Downtown Manhattan. http://www.designtaxi.com/news.jsp?id=5648&monthview
=1&month=10&year=2007 (1 March 2008)

Fashion United. (2006). Fashion United. http://www.fashionunited.co.uk/news/
uniqlo.htm (19 February 2008)

Fast Retailing. (2007). About UNIQLO's Business. http://www.fastretailing.com/eng/group/strategy/ (6 March 2008)

Fast Retailing. (2008). All-Product Recycling Initiative. http://www.fastretailing.com/eng/csr/environment/recycle.html (20 March 2008)

Fast Retailing. (2008). Business Model.
http://www.fastretailing.com/eng/group/strategy/model.html (29 February 2008)

Fast Retailing. (2008). CSR Action. http://www.fastretailing.com/eng/csr/news/0711271800%20.html (6 March 2008)

Fast Retailing. (2008). No. of Outlets (by company).
http://www.fastretailing.com/eng/group/shoplist/ (29 February 2008)

Independent. (2007). Tokyo takeover: Fashion brand Uniqlo is about to take the British high street by storm. http://www.independent.co.uk/life-style/fashion/features/tokyo
-takeover-fashion-brand-uniqlo-is-about-to-take-the-british-high-street-by-storm-763504.html (4 March 2008)

Ishihara, Akira. (2006). Uniqlo NY Ten Opun to Sono Brando Senryaku.
http://www.nihonkeiei-lab.jp/blog/archives/2006/11/post_86.html (10 March 2008)

Jupiter Media. (2007). “Uniqlo Grod” de Sekaiju ga Uniqlo Brand Taiken.
http://japan.internet.com/wmnews/20071116/7.html (18 March 2008).

Nakamura, Akemi. (2000). Fashion chain Uniqlo aims at global casualization.
http://search.japantimes.co.jp/cgi-bin/nb20000505a6.html (10 April 2008)

Nagatake, Masayuki. (2007). Press Release. http://www.uniqlo.com/jp/corp/pressrelease/2007/10/2007_6.html (6 March 2008)

Nikkan Sports News. (2007). Uniqlo Kaiten Ni sanbyaku Nin. http://blog.nikkansports.com/general/yoshida/2007/11/post_469.html (8 March 2008).

Pod 1. (2007). Uniqlo. http://www.pod1.com/our-work/uniqlo (15 February 2008)


Simms, Jane. (2007). News Analysis: Uniqlo's second surge. http://www.brandrepublic.
com/InDepth/Features/766906/News-Analysis-Uniqlos-secon d-surge/ (10 March 2008.

Taxi Design Network. (2007). NEWS: UNIQLO Opens First Global Flagship Store in Downtown Manhattan http://www.designtaxi.com/news.jsp?id=5648&monthview=1&
month=10&year=2007 (10 March 2008)

Uniqlo company’s website. (2008). http://www.uniqlo.co.uk?utm_source=Linkshare_sa&utm_medium=CPA (6 February 2008)

VentureRepublic. (2008). Uniqlo brand strategy, fashion brand, Japanese brand. http://www.venturerepublic.com/resources/Uniqlo_brand_strategy_fashion%20brand_Japanese_brand.asp (13 March 2008)

Visit4 info. (2002). UNIQLO - UNIQLO Clothes from Japan.
http://www.visit4info.com/advert/UNIQLO-Clothes-from-Japan-UNIQLO/3654 (13 March 2008)

Wikipedia. (2008). Uniqlo. http://en.wikipedia.org/wiki/UNIQLO (6 February 2008)

Wikipedia. (2008). Uniqlo. http://ja.wikipedia.org/wiki/%E3%83%A6%E3%83%8B
%E3%82%AF%E3%83%AD (6 February 2008)

Williamson, Patrick.
(2007). Uniqlo crossing over. http://www.brandchannel.com/features_profile.asp?pr_id=324 (10 March 2008)

youtube. (2007). NYLON TV + UNIQLO.
http://youtube.com/watch?v=AlTpgxc9GAQ&feature=related (17 April 2008)

youtube. (2007). UNIQLO JUMP_LONDON MIX.
http://www.youtube.com/watch?v=BnfNay9mi0E&feature=related (1 March 2008).


Branding in general/Case Studies:

AdAge. (2005). Top 100 Advertising Campaigns. http://adage.com/century/
campaigns.html (20 February 2008)

Colyer, Edwin. Branding with Chinese Characteristics. http://www.brandchannel.com/features_effect.asp?pf_id=246
(5 February 2008)



Corante. (2005). Muji: The Un-Brand.
http://goingglobal.corante.com/archives/2005/08/11/muji_the_unbrand.php (19 March 2008)

Dexigner. (2008). HUSH and Nike Make a Splash.
http://www.dexigner.com/design_news/hush-and-nike-make-a-splash.html
(5 February 2008)


Different Languages? http://www.gsb.stanford.edu/community/
bmag/sbsm0008/faculty_research_brand.html (20 March 2008)

Dimsdrive & Dims. (2007). “Docomo 2.0 Kokoku Kyanpen” ni kansuru Imeji Chosa. http://www.dims.ne.jp/timelyresearch/2007/070702/ (9 February 2008)

EU-Japan Business. Building a Brand: the case study of Muji.
http://www.eu-japan.gr.jp/newsletter/1100/mujigb1100.html (19 March 2008)

Fitzgerald, Alexander. (2003). Simplicity lies at heart of minimalist Muji brand.
http://archives.tcm.ie/businesspost/2003/09/07/story61895557.asp (30 April 2008)

Frost, Randall. (2008). Can Japanese Brands Go Global?
http://www.brandchannel.com/features_effect.asp?pf_id=130 (16 February 2008)

Fujito, Mikio, Yamashita, Mikio and Kitani, Yoji. A Study of Brand Image and Design. http://www.idemployee.id.tue.nl/g.w.m.rauterberg/conferences/CD_doNotOpen/ADC/final_paper/010.pdf (30 April 2008)

Ho, Doris. (2008). Naming: Entering the Chinese Market. http://www.brandchannel.com/features_effect.asp?pf_id=274 (10 February 2008)

Housley, Sharon. (2007). Unique Selling Proposition.
http://www.icbs.com/kb/Branding/ecom-branding-unique-selling-proposition.htm (10 February 2008)

itmedia. (2005). Docomo Dake ga Ehon ni. “docodocodocomodake” 29 Nichi Hatsubai
http://plusd.itmedia.co.jp/mobile/articles/0507/27/news055.html (4 February 2008)

Japan Brand. (2008). Unique values from regional small and medium enterprises.
http://www.japanbrand.net/english/about_japanbrand/index.html (3 March 2008)

Kothari, Manoj. How to Build a Brand? http://www.oniodesign.com/download_pdf/
How_to_Build_a_Brand.pdf (5 February 2008)

Lewis, Elen. (2008). Is Ikea for Everyone?
http://www.brandchannel.com/features_effect.asp?pf_id=256 (8 February 2008)

Mediarealism. (2007). Muji-No Brand Quality Goods. http://mediarealism.com/muji-no-brand-quality-goods/65/ (30 April 2008)

NHK. (2007). Design Wars Ketai Kaihatsu no Butaiura.
http://www.nhk.or.jp/special/onair/070723.html (8 February 2008)

Rusch, Robin D. (2001). Muji commonly unique. http://brandcameo.org/features_profile.asp?pr_id=14 (10 March 2008)



Singer, Jason and Johnson, Keith. (2005). Telefonica to Buy O2 For $31.4 Billion. http://www.mindfully.org/Industry/2005/Telefonica-O2-$31_4B31oct05.htm (10 February 2008)

Springwise. (2008). Springwise. http://www.springwise.com (24 February 2008)

Stanford University - Graduate School of Business. (2000). Can a Global Brand Speak

Taxi Design Network. (2008). ICOGRADA: Wally Olins and Shigeo Fukuda.

http://www.designtaxi.com/features.jsp?id=100188 (9 March 2008)

Temporal, Paul. Branding Asia. Nokia - Building A Powerful Technology Brand http://www.brandingasia.com/cases/nokia.htm (10 February 2008)

The Times Newspapers. (2008). Business Failure.
http://www.thetimes100.co.uk/theory/theory.php?tID=320 (19 February 2008)

The Times Newspapers. (2008). Case Studies Home. http://www.thetimes100.co.uk/company_list.php (7 February 2008)

VanAuken, Brad. (2007). Branding Strategy. http://www.brandingstrategyinsider.com/
2007/03/back_in_1915_ea.html (6 February 2008)



Brand Psychology: Perception/Brand Personality/Emotional Advertising:

(2004). Setagaya Kokoku Hakubutsukan. http://ameblo.jp/advertising/page-3.html (17 February 2008)

(2005). Cool Package Design. http://www.superficialgallery.com/Emails/
Amazing-Pictures/cool-packaging.htm (18 February 2008)

(2008). Advertising: Emotional vs. Rational.
http://www.brandingstrategyinsider.com/2008/01/slowly-ive-watc.html (13 February 2008)

Argentino, A. Mark. (1996). The Market Emotions Cycle - how we feel as the markets fluctuate. http://www.mississauga4sale.com/Market-Emotions-Cycle.htm (13 February 2008)

Armano, David. (2006). If you haven’t noticed, creativity is evolving.
http://www.uxmag.com/strategy/163/creativity-2e (10 February 2008)

Armano, David. (2006). LOGIC+EMOTION. http://www.gapingvoid.com/Moveable_Type/archives/003182.html (10 February 2008)

Bader, Jerry. (2008). Brand-Personality Self-Analysis - Finding Your Brand's Emotional Aftertaste.
http://ezinearticles.com/?Brand-Personality-Self-Analysis---Finding-Your-Brands-Emotional-Aftertaste&id=933959 (16 February 2008)

Bodyworks Fitness. (2007). Visual Test: Brain HemisphereDominance. http://bodyworksfitness.wordpress.com/2007/10/16/visual-test-left-brain-or-right-brain/ (February 18 2008)

Connector team. (2008). Your most controversial United Colors of Benetton advert.
http://www.pollsb.com/polls/poll/5987/your-most-controversial-united-colors-of-benetton-advert (18 February 2008)

Design & Emotion Society. (2006). http://www.designandemotion.org/ (20 February 2008)

Dexigner. (2005). Eat Me: Successful And Seductive Package Design. http://www.dexigner.com/graphic/news-g3961.html (20 February 2008)

Frost, Randall. (2005). Packaging your Brand's personality.
http://www.brandchannel.com/features_effect.asp?pf_id=283 (5 March 2008)

Gordon, Jack. (2008). Emotional Connection Key for Advertising Success in Banking Industry.
http://www.brandchannel.com/papers_review.asp?sp_id=1239#author (13 February 2008)

Inner Workings of Emotional Advertising. http://www.ciadvertising.org/studies/student/
98_fall/theory/weirtz/Inner.htm (14 February 2008)

Japan Design Net. (1997). Kino Suru Kokoku.
http://www.japandesign.ne.jp/KUWASAWAJYUKU/KOUZA/1/A/OONUKI/ (17 February 2008)

Jingle Brokers. (2006). Emotion in advertising. http://jinglebrokers.com/emotion.html

(3 March 2008)

Johnson, David. (2007). Color Psychology. http://www.infoplease.com/spot/colors1.html
(5 February 2008)

Mainichi Communications. (2003). Mirai no Intafesu no Kagi wa Emoshionaru na Dezain. –Norman, Donald. http://journal.mycom.co.jp/news/2003/09/01/06.html (13 February 2008)

Matthews, Karen. (2003). Does shock sell brands. http://www.brandcameo.org/view_comments.asp?dc_id=28 (17 February 2008)

Moutinho, Ana. (good) Images + (some) Psychology (items) = (good) Advertising?
http://www.clas.ufl.edu/ipsa/2003/Moutinho.html (9 February 2008)

Orient Pacific Century Market Research. Asia Market Research Dot Com.
http://www.asiamarketresearch.com/glossary/brand-personality.htm (30 April 2008)

Orwig, ken. (2008). Rational Appeals vs. Emotional Appeals in Advertising and Marketing Communication.

http://www.orwig.net/articles/rational_emotl/rational_emotl.html (19 February 2008)

Picot-Zane, Leslie. (2006). Is Advertising Too Emotional?
http://www.brandweek.com/bw/magazine/article_display.jsp?vnu_content_id=1001808092
(10 February 2008)

Pyfrom, Jennifer. 

Emotion theory in advertising

http://www.ciadvertising.org/student_account/spring_02/adv382j/jen/index.htm

(3 March 2008)

Russell, James A. Core Affect and the Psychological Construction of Emotion. http://www2.bc.edu/~russeljm/publications/psyc-rev2003.pdf (10 February 2008)

SandlotScience. http://www.sandlotscience.com/EyeonIllusions/Arcimboldo.htm

(20 February 2008)

Temporal, Paul. (2000). Why Brand Personality? http://www.brandingasia.com/
columns/temporal3.htm (18 March 2008)

The M.C.Escher Company B.V. M.C.Escher The Official Website. http://www.mcescher.com/

(20 February 2008)

Tokyo Art Dierectors Club. (1999) Fukuda Shigeo Design Festival. http://tokyoadc.hotcore.jp/event/works_detail?&key1=73&key2=8 (20 February 2008)

University of California at Berkley. Brand Personality-The Relationship Basis Model. http://groups.haas.berkeley.edu/marketing/PAPERS/AAKER/BOOKS/
BUILDING/brand_personality.html (18 February 2008)

Walter Dill, Scott. The Psychology of Advertising.
http://etext.virginia.edu/etcbin/toccer-new2?id=ScoPsyc.sgm&images=images/modeng&data=/texts/english/modeng/parsed&tag=public&part=1&division=div1 (6 February 2008)

Young, Charles. (2001) Arthetic Emotion and long-term effects. http://www.ameritest.net/images/upload/raimg200611716530198.pdf (16 February 2008)

Zargaj-Reynolds, Paula. (2008). Advertising is good for you.
http://pzrservices.typepad.com/advertisingisgoodforyou/controversial_advertising/index.html (7 February 2008)


Competitors:

Abercrombie & Fitch company’s website. (2008). http://www.abercrombie.co.uk/anf/index.html
(24 March 2008)
AOL. (2007). Abercrombie & Fitch Fall 2007 Advertisement. http://video.aol.com/video-detail/abercrombie-and-fitch-fall-2007-advertisement/2365413400 (23 March 2008)

Bartle Bogle Hegarty. (2003). Creativity Works 2003. http://www.dandad.org/inspiration/creativityworks/pdf/levis.pdf 
(23 March 2008)

China Economic Net. (2007). LEVI'S jeans ads: queer as extraterrestrial. http://en.ce.cn/entertainment/fashion/trend/200702/01/t20070201_10283675_5.shtml
(18 March 2008)

Creativity. Levi's: Dangerous Liaisons. http://creativity-online.com/work/view.php?seed=3cb85c51 (10 April 2008)

Database of slogans.
Jeans advertising slogans.
http://www.textart.ru/database/slogan/jeans-advertising-slogans.html (12 March 2008)

Gap company’s website. http://www.gapcareers.co.uk/home.html (24 March 2008)

Henderson, Terilyn A. and Mihas, Elizabeth A. (2000). Building Retail Brands.
http://wwww.marketingpower.com/content17918.php (10 March 2008)

Levi’s company’s website. (2006). http://www.levistrauss.com/ (29 February 2008)

Mintel. http://academic.mintel.com/ (February, March and April 2008)

The Ad of the World. (2008). Levi’s Eco jeans: White.
http://adsoftheworld.com/media/print/levis_eco_jeans_white (20 March 2008)



The New York times. (2007). Gap Tries a Somewhat Old-Fashioned Campaign.
http://www.nytimes.com/2007/08/03/business/media/03adco.html?_r=1&oref=slogin (10 March 2008).

thinkbox. Resources/Case studies: Levis
http://www.thinkbox.tv/server/show/ConCaseStudy.21 (18 March 2008)

USA new Outlook Today. (2007). Levi’s fashions in ads, jeans.
http://www.usatoday.com/money/advertising/adtrack/2007-01-07-levis_x.htm (18 March 2008)

Veena, Thomas. (1999). A&F’s Advertising Image.
 http://www-tech.mit.edu/V119/N12/
col12veena.12c.html
(25 March 2008)


Design Practice:

(2002).Chocho Fujin No sain. http://www.12kai.com/pc/hagaki11.html (14 April 2008)

(2004). When Graffiti Attacks. http://cityrag.blogs.com/main/ny_graffiti_steert_art/
index.html (13 March 2008)

(2005). Sakura. Badrun. http://yas520he.blog2.fc2.com/blog-date-200504.html
(15 April 2008)

(2007). 2000 Ijo no Furi Sozai shu. http://sozai-free.com/ (10 April 2008)

(2007). LG Aloha Mobile Phone Review. http://www.conita.com/print/344.html (19 April 2008)

(2007). London Graffiti Trains. http://damncoolpics.blogspot.com/2007/12/
london-graffiti-trains.html (13 March 2008)

(2008). Ad Innovator. http://adinnovator.typepad.com/ad_innovator/creative/index.html (10 April 2008)

Artelino GmbH. (2008). Artelino Asian Art Auctions. http://www.artelino.com/ (14 April 2008)

Banksy. http://www.artofthestate.co.uk/Banksy/banksy.htm (13 March 2008)

Cha. http://images.google.co.uk/imgres?imgurl=http://www.tbs.co.jp/gacchiri/img/fig20060910-09.jpg&imgrefurl=http://www.tbs.co.jp/gacchiri/oa20060910-mo2.html&h=240&w=320&sz=65&hl=en&start=27&sig2=2CD8I3wcyRtP85LoJyBtWg&tbnid=aQOlP7u8GydtpM:&tbnh=89&tbnw=118&ei=UFAXSO2HHoXIwQGZo8iAAQ&prev=/images%3Fq%3D%25E8%258C%25B6%25E8%2591%2589%26start%3D20%26gbv%3D2%26ndsp%3D20%26hl%3Den%26sa%3DN (25 April 2008)

Creative Common Attributions. (2008). FreeFoto. http://www.freefoto.com/ (2 April 2008)

DAI NIPPON PRINTING. (2008). DNP Gallary. http://www.dnp.co.jp/gallery/ddd/ (1 April 2008).

Ecogeek. (2007). Google Earth Day Logos. http://www.ecogeek.org/content/view/566/ (14 March 2008)

FreeFoto. (2008). http://www.freefoto.com/index.jsp (3 April 2008)

Google. (2008). Google. http://www.google.co.uk (12 March 2008)

Google. (2008). Nen no Shukujitsu to Ibento-google sutairu! http://www.google.com/holidaylogos.html (30 March 2008)

Graffiti. http://www.derelictlondon.com/graffiti.htm (13 March 2008)

History of Japanese Porcelain. http://www.japanese-beautiful-porcelain.com/
history.html (20 April 2008)

Innocent Drinks. (2008). http://www.innocentdrinks.co.uk/thebigknit/ (20 February 2008)

J Sprint. (2008). Akira - Manga by Katsuhiro Otomo. http://www.akira2019.com/
manga.htm (19 April 2008)

Msrlen. (2007). The Notes: Yuzu. http://perfumecritic.com/joomla2/index.php?option=com_content&task=view&id=41&Itemid=65 (10 April 2008)

Nakamura, Ichiya. (2007). Japan’s Pop Culture in the Digital Era. http://www.ichiya.org/report/asiagraph0704.pdf (10 April 2008)

On gaien Higashi Dori. (2005). http://www.raglanroad.org/weblog/archives/2005_06.html (1 April 2008)

Shibuya-ku. http://fiveprime.org/hivemind/Tags/%E6%B8%8B%
E8%B0%B7%E5%8C%BA (13 March 2008)

Tashiro, Taku. (2003). The Table. http://www11.ocn.ne.jp/~thetable/works/works.html
(20 April 2008)

Taxi Design Network. (2008). Featured Artist Interview-Richard Wilkinson. http://www.designtaxi.com/features.jsp?id=100119 (31 March 2008)

Yes! Communications. (2007). Pingmag. http://www.pingmag.jp (6 March 2008)

Yuki Anime reviews. (2008). http://www.yukianimereviews.com/death-note-
anime-download-episode25/ (15 April 2008)

Yuki Anime reviews. (2008). http://www.yukianimereviews.com/userimages/user
1712_1176680283.jpg (15 April 2008)

yuzu. http://www.hana300.com/yuzu00.html (10 April 2008)

Wa-project. (2006). Fabric collection. http://www.wa-project.com/nuno/a/index-e.html (25 April
2008)

Warlon. (2007). Nihon no Iro no Yurai. http://www.warlon.co.jp/products/jpcolor.html (7 April 2008)

Washi. http://op.tardini.oops.jp/images/washi33.jpg (10 April 2008)

Washoku Daijiten. http://www.colordic.org/w/ (10 April 2008)

Wikipedia. (2008). Japonism. http://en.wikipedia.org/wiki/Japonism (15 April 2008)

Appendix:
Ecology:

Advertising Age. (2007). U.K. Consumers Catch Companies Committing 'Green Murder'. http://ecoamerica.typepad.com/blog/2007/10/uk-consumers-ca.html (20 March 2008)

Channel 4. Green. http://www.channel4.com/lifestyle/green/on-tv/index.html (18 March 2008)

Eco America. (2007). U.K. Consumers Catch Companies Committing 'Green Murder'.
http://ecoamerica.typepad.com/blog/2007/10/uk-consumers-ca.html (25 March 2008)

Ecogeek. (2007). Google Earth Day Logos.
 http://www.ecogeek.org/content/view/566/
(2 April 2008) 


Elliott, Stuart. (1991). THE MEDIA BUSINESS: ADVERTISING; P.& G. Ecology Drive: Beyond Packaging. http://query.nytimes.com/gst/fullpage.html?
res=9D0CE4DE1530F935A25754C0A967958260 (12 March 2008)

Haymarket Media. EDF Energy 'it's not easy being green' by Euro RSCG.
http://www.brandrepublic.com/Discipline/Creative/Search/48439/ (13 March 2008)

Krispy Kreme Belt. http://www.greatgreengoods.com/2006/12/10/krispy-kreme-belt/
(18 March 2008)

Les, Carlson. (1995). Green advertising and the reluctant consumer.
http://www.allbusiness.com/management/consumer-demand-management/513049-1.html
(18 March 2008)

Mcintire-Strasburg, Jeff. (2006) London Plans for Hybrid Bus Expansion. http://www.treehugger.com/files/2006/10/london_buses_go.php (20 March 2008)

Mesa, Alycia de. (2007). Levi’s Eco. Blue greens. http://www.brandchannel.com/features_profile.asp?pr_id=319
(18 March 2008)

Nestle. Eco Care. http://www.nestle.co.jp/ecocare/english/highlight/hig03.htm (15 March 2008)

Nikkei BP. (2007). IT Japan Award 2007 – Seven-Eleven Japan Wins the Grand Prix. http://www.nikkeibp.com/html/main/company_070810180121_3_1.html (15 March 2008)

Sandison, Nikki. (2008). Advertisers warned overcliched green images.
http://www.brandrepublic.com/Discipline/Advertising/News/790784/Advertisers-warned-cliched-green-images/ (14 March 2008)

Stop climate chaos. (2008). We can stop climate chaos. http://www.icount.org.uk/
(13 March 2008)

Thompson, Stephanie. (2007). Ben & Jerry's: A Green Pioneer.
http://adage.com/eco-marketing/article?article_id=117135 (15 March 2008)

Tumer, Clark. How Ben and Jerry’s was built on green credentials.
http://www.utalkmarketing.com/Pages/Article.aspx?ArticleID=4348&Title=How_Ben_and_Jerry%E2%80%99s_was_built_on_green_credentials (15 March 2008)

Unilever company’s website. http://www.persil.com/TVAd.aspx (12 February 2008)

youtube. (2006). "Tick" - Global Warming TV Ad - Environmental Defense.
http://www.youtube.com/watch?v=ghUVT_Z5oDs&NR=1 (13 March 2008)

youtube. (2006). "Train" - Global Warming TV Ad - Environmental Defense. http://www.youtube.com/watch?v=s-_LBXWMCAM (13 March 2008)

youtube. (2007). Eco-friendly Gifts: MUJI Cardboard Speakers.
http://www.youtube.com/watch?v=CegjnVq8LN8 (13 March 2008)

Walmart. (2005). Walmart Watch. http://walmartwatch.com/blog (20 March 2008)

Jupitermedia. (2008) Levi's Eco Jeans: Couple. http://adsoftheworld.com/media/print/levis_eco_jeans_couple (20 March 2008)

Gay marketing:

(2004). Symbols of the Gay, Lesbian, Bisexual, and Transgender Movements.
http://www.lambda.org/symbols.htm (12 April 2008)

(2008). Gay Marketing. http://en.wikipedia.org/wiki/Gay_marketing (10 April 2008)

AdvertisingAge. (2007). VIDEO: Levi's Innovative Gay Marketing Move.
http://adage.com/article?article_id=119717 (8 April 2008)

Cyber Seas Japan. (2001). Gai Pepure ni Mukete Hasshin Suru Kokoku. http://www.c-seas.co.jp/NY/ad/20010621.html (10 April 2008)

Daniels, Marcus. Gays in Media. http://130.18.140.19/mmsoc/gays.html (10 April 2008)

Gay Japan News. (2008) http://gayjapannews.com/ (10 April 2008)

Iwata, Edward. (2006). More marketing aimed at gay consumers.
http://www.usatoday.com/money/advertising/2006-11-02-gay-market-usat_x.htm (10 April 2008)

Nikkei Business Publications. (2008). Kyuseicho Suru Gai Rezubian Muke Kokoku.
http://www.nikkeibp.co.jp/style/biz/feature/world/060920_gay/ (10 April 2008)

Ochalla, (2007). In an Absolut World, All Advertisers Would Be This Gay-FriendlyBryan.
http://www.gaybusinessworld.com/page.cfm?Sectionid=8&typeofsite=storydetail&ID=867&storyset=yes®ion=5 (10 April 2008)

Prime Access. (2008). Research/Reports. http://www.primeaccess.net/c2_gpr.php (10 April 2008)

Radar Magazine. (2008). Gay For Pay. http://radaronline.com/from-the-magazine/
2008/01/gay_ads_air_canada_embassy_suites_chipotle_coors_light_11.php (10 April 2008)

Significant Other Consulting. (2004). http://www.outnowconsulting.com/services.htm (10 April 2008)

Wade, Nicholas. (2005). For Gay Men, an Attraction to a Different Kind of Scent.
http://www.nytimes.com/2005/05/10/science/10smell.html (8 April 2008)

Wilke, Mike (2002). Pink Triangles, Rainbow Flags and Other Gay Symbols.
http://www.aef.com/industry/news/data/2002/2083

A book for my research project

I am editing a book for my research project and going to hand in on 16th of May.
In addition to information from the PowerPoint slides, I would like to include case studies, all my research works, more visual explorations, design sketches, New Uniqlo's major campaign and references.

I feel a lot of pressure for collecting all information from a notebook, paper and so on and creating a book. At the same time, I enjoy creating this at this moment.
I probably make a very professional brand manual for a company, which needs to rebrand for the next semester. I am still thinking about it.

InDesign class

Today's InDesign class was very helpful to create my book for Uniqlo's rebranding project.
Last time, I used a software, Illustrator to design a project book and spent a lot of time.
InDesign is better to edit many pages for magazines or other reading materials.
I hope there are software class for the next semester as well.

Final presentation

I talked about research objective, Uniqlo's background, research, strategy, design, future outlook and so forth. I enjoyed presenting in front of people this time because I did do my best for my research work. I discovered about the possible strategy and design for a Uniqlo rebranding. As a result, I could have confidence to present.

I would like to speak better English to explain the contents more clearly and be confident.

I attached key "extracts" from PowerPoint slides.





















Source: Woodprint works:Artelino GmbH. (2008). Artelino Asian Art Auctions. http://www.artelino.com/ (14 April 2008)

Tutorial

Tutorial with Damian Chapman
How am I doing?
Based on advice from Damian, discussions with group members and visual inspirations, I created three alternatives of advertising, shopping bags, brand identity and package designs for a fragrance. I introduced Japanese patterns for each graphic design. I understood Japanese images for introducing in the UK though group discussions and tutor’s help.


Why am I doing this?
To improve my idea skills for creating graphic design.
To help Uniqlo’s rebranding as a simulation.

What am I going to do?
I am going to make a package design for fragrance such as yuzu, cherry blossoms and green tea.

Tutorial

Tutorial with Damian Chapman
How am I doing?
Last time, I showed PowerPoint slides to Damian. Based on his advice, I organized each slide. I tried to think about a flow and make the contents simple.
I collected Japanese wood print images for advertising to express Japaneseness from the westerner’s point of view. I asked some classmates if the image is Japanese. I have had some ideas to create advertising. To finish my study on time, I set up a timeline schedule.

Why am I doing this?
To express my idea by graphic design properly.
To create professional PowerPoint slide and it would be helpful when I work for a branding company.

What am I going to do?
I am going to create new advertising expressed woodprint with modern images by the next tutorials and try to make alternative design as well.

Timeline schedules:

Tutorial

Tutorial with Damian Chapman

How am I doing?
I discussed with Damian about three different alternatives of advertising and shopping bags.
1. Japanese pictures with modern colour images,

2. Japanese modern cartoon characters,

3. Japanese calligraphy and symbols such as family emblem.
I researched Japanese patterns, colours and so forth to get inspirations.
I tried to make Japanese oriented visual images for advertising and a shopping bag, but it was hard to express properly because Japan is somehow westernized. I did not know what Japanese images looked from the westerner’s point of view.
I also created Powerpoint slides for a presentation, and put all the information in each slide. It was not well organized.

Why am I doing this?
To understand the effective graphic design styles for a project.
To prepare for presentation.

What am I going to do?
As Damian recommended, I am going to recreate the PowerPoint slides.
An Important note:
1. Scope of Project: A big picture.
2. Focus of Project
3. Issues
4. Strategy
5. Project Ideas
6. Possible Visions

I created the following bags and advertising to express Japanese character's images, but after discussing with my tutor and group members, I realized that they were westernized Japanese characters.
I should not say that some of arts and designs in Japan are NOT original Japanese works. I need to think about how I can create original Japanese characters through inspirations.

Uniqlo's identity

I got an idea of Uniqlo's identity through Google identity for celebrations.
Uniqlo has a variety of clothing, but I felt they focus on selling T-shirts. Uniqlo's T-shirts were in the special plastic boxes for appealing to the Uniqlo's customers.

As a result, I decided to create new identities with T-shirts for this campaign period.

Example:





I need to change the T-shirts designs because some of them could be Chinese design as we use some Chinese characters in Japan. I will do further research of Japanese original images.

Tutorial with Jackie Perkins and Damian Chapman (2)

Tutorial with Jackie Perkins
How am I doing?
I talked about my project outline, strategy, advertising and a research process to Jackie Perkins.
According to Jackie, my project sounded interesting. Based on a comparison of stores and company’s background, I analyzed the best brand personality and originality for Uniqlo.
Based on inspirations from art and design, I created a concept of advertising. I will create advertising later.

Why am I doing this?
To gain strategic and graphic design skills.

What am I going to do?
I am going to read a case study of Muji as Jackie recommended.
I am going to make more graphic designs including a package design for fragrance.
I am going to add a timeline schedule and update a blog.

Tutorial with Damian Chapman
How am I doing?
I was supposed to do an eco campaign; however, based on Uniqlo’s store research, I realized that Uniqlo does not have high brand recognition. Rebranding Uniqlo is important than making an eco campaign because they need to create a basic brand image in consumer’s mind first. I set up the project schedule. From the website, I collected information about visual images such as japonism, set up a target audience, decided what kind of advertising images I was going to use for Uniqlo and planned to make a package design for a fragrance. I think research was very important to understand if the company has an inviting image to customers.

A definition of "Japonism"
Japonism, or Japonisme, the original French term, which is also used in English, is a term for the influence of the arts of Japan on those of the West. The word was first used by Jules Claretie in his book L'Art Francais en 1872 published in that year.Works arising from the direct transfer of principles of Japanese art on Western, especially by French artists, are called japonesque.From the 1860s, ukiyo-e, Japanese wood-block prints, became a source of inspiration for many European impressionist painters in France and the rest of the West, and eventually for Art Nouveau and Cubism. Artists were especially affected by the lack of perspective and shadow, the flat areas of strong colour, the compositional freedom in placing the subject off-centre, with mostly low diagonal axes to the background." (Source: http://en.wikipedia.org/wiki/Japonism)






WEDNESDAY, 7 APRIL 2008
Why am I doing this?
To see if I am able to carry out this campaign successfully both with strategy and graphic design.

What am I going to do?
I am going to think about the best strategy for rebranding Uniqlo.
I am going to create brand personality and Uniqlo’s originality to win against its competitors.
I am going to create graphic design.

Recommended books: 
Attention! by Ken Sancharin

No logo by Naomi Klein

Illumination by Walter Benjamin 

Zag by Marty Neumeier



Tutorial

I talked about Uniqlo rebranding project. It is going to be a three weeks promotions.
-Research result: Uniqlo is not a successful brand in the UK as most people don't know about the brand.
Collections about inspirations (Japonism)
-Target audience: young people (17 to 24 years old) Straight and Gay people (I may shift about gay project to the next semester).
-Senses: Use fragrance (Scent of Japanese stuff, such as Yuzu, tatami and so forth)
-Graphic Design: Shopping bag, Advertising, Identity and package design for fragrance
-Place: Target is young people therefore, I will advertise at University souvenir store, London night bus, Tube station nearby campus.

Since many English people don't know about Uniqlo, I need to rebrand the company first. I realized that important things for rebrand is awareness to the target audience and differentiation from competitors.
What's the different between Uniqlo and competitors?
What kind of uniqueness does Uniqlo need to do?

As a result, I set up
-brand personality
-designed Japanese images on design
-fragrance

Uniqlo is going to keep the brand personality, design, and fragrance if the campaign is successful.

Advice: It is better to look for more Japanese images such as Japanese colours, manga and so on.
What is the uniqueness of Japan? What's the british design?
Japaneseness, economy place of market and style.

I promised to make more designs based on advice by next Monday.

These are an idea of advertising to express Japanese images. I think the colours are not Japanese colours.
I tried to express Japanese by the Japanese flowers and other patterns, but I couldn't express them as Japanese successfully.
I need to think more attractive Japanese art and design by learning from inspirations from books and other information.

6 Uniqlo Rebrand Plans

I also found a problem that Krispy Kreme sells fatty food so it is opposite to stylish.
I would like to keep eco friendly campaign, but it is enough to make a difference from competitors and rebrand Uniqlo?
Uniqlo needs to rebrand first before doing other campaigns. Setting up brand recognition is priority for Uniqlo to invite people.

Instead of Krispy Kreme, I will choose Bath & Body Works to make original Uniqlo fragrances because they sells a variety of scents and they may have a technique to create special Japanese scents.

Bath & Body Works is a company, which sells body care products in the US. Their product is similar to Body Shop.

For Uniqlo rebranding:
=Uniqlo copies Gap's business model, but they needed to create own business model as Gap's business is not good now. In addition Uniqlo needs BRAND PERSONALITY! If the personality or business model is similar, customers simply follow brand loyalty. (Customers keep going to Gap store.)

1. I set up target audience (17 to 24+). Currently, their target audience is youth and late youth.

2. Current brand personality
•functional beauty
•modern simplicity
•high quality
These three above is not UNIQLO's brand personality because most Japanese companies use the personalities.
Personality should be one uniqueness by one company!
High quality is not personality. It is a product benefit!

Change to...
•casual functional
•exotic
•freely playful mind
•Modern simplicity

3. Change store image
Too much space and less customer (empty image=UNIQLO is not popular image so new customers will not try to use UNIQLO)
-->more crowded image (I won't do this for this semester)

4. Improve UNIQLO name recognition.
Based on research, many people don't know about UNIQLO even though the company is located on Oxford and Regent Streets.
I will think how UNIQLO can improve the recognitions.

5. Make a new brand image with scent for UK customers.
(Enhance brand personality and memorize the brand images using fragrance: What kind of fragrance? Eco?

6. Image making by flash and choose music.
However, I will conduct primary research to see if changing music is effective for rebranding. If so, I will do this for the last semester.

Japanese company

It was hard to find a design for rebranding for Uniqlo because most Japanese companies in the UK are electronic products, cars and some companies, which sell techiniques. They do care about quality, affordable price, and some other factors such as simplicity and hospitality. If the product is very expensive and durable products, quality is important. People use that, but it is not attached on someone's body like clothes or shoes.

If it is attached on body, people think more personal things. "I want to be cool" "I am like ..." Brand personality is important for a clothing company.

Market research about uniqlo

I went to Uniqlo (3 stores in Oxford street), Levi's, Gap and Abercrombie & Fitch.

I discovered several problems before making a concept of eco friendly campaign by three companies.

1. Uniqlo has a very weak brand image.
I conducted qualitative research to several young people in London and asked store workers in Gap and
Uniqlo about Uniqlo's brand image.

The answers are the following:
Uniqlo is too standard. (1 young people in the tube station)
Uniqlo is not stylish. (4 young people on the street in London area)
We never heard of Uniqlo. (4 young people in the tube station)
I only know traffic advertising, but never shopped. (1 young people in the tube station)
Uniqlo is just cheap. (Uniqlo store manager)

2. There is no consistent image among adverstising, a store image.
Advertising just shows high quality and affordable price. There is no attractive to give emough attentions to people.

A store image is far from magazine and brand personality. There is NO CONSISTENT IMAGES. Uniqlo uses UK fashion models, who wear very stylish clothing, but it is hard to understand how I can coordinate clothing like a model from the store display.

3. There is music, but I couldn't hear what kind of music they ran. It was very small volume and not a good image.

From research result, Gap is simple and functional, and stylish. Uniqlo just copied Gap according to the website information and it is a famous story in Japan. However, the store images between are very different.
Levi's was focused on the trends now.
Arbercrombie & Fitch opened the store in London recently, and has already succeeded in business in the UK. The main concept is sexy. The company uses a male model and hire many males for store workers. The store image is like a club. (It is very dark inside,but looks cool.) Their price was higher than Uniqlo's. They use original fragrance for making an impact in the store.

Gap, Levi's and Abercrombie had a long queue, especially Abercrombie. They sell expensive clothes, less item, no brand identity on the store building, but many people got in the store in a short hour. (Perhaps, Arbercrombie advertised many places before opening?

Important points:
They have unique selling position.
They do not copy competitors.
They have original brand personality.

Design Future Event

I attended design future event at Brunel University.
Date: 17 March 2008



Important note:
Image, Identity, reputation
5 Major Trends: Distributing Cocreation, Consumers as creators, New media noise, The cloud, the Brics
a brand's unkept promises or faults are top google search results

DO
1, Be open, honest and transparent, 2, Engage with existing communities, 3. Listen and respond
4, Recruit and monitor carefully, 5, Guide the growth and development, 6, Remain adaptable,
7, Make founder users feel special, 8, Ensure the right balance of users.

DON'T
1, Spin, 2. Make users feel like targetmarkets, 3, Ignore user concerns, 4, Aim for the maintain (tastes change so
all niches need to be catered for) 5, Be corporate-speak as a person, not a representative, 6, Try and control the community, 7, Let the community grow too fast

Learn more: books:
Corporate Identity (Olins)
Legendary Brands (Vincent)
How Brands Become Icons (Holt)
Re-Imaginel (Peters)
Competitive Identity (Anholt)
We, Me, Them, It (Simmons)
On Brand (Olins)
Emotional Branding (Gobe)
Building Strong Brands (Aaker)
Brands and Branding (Economist)
Pattern Recognition (Gibson)
Blink (Gladwell)
Freakonomics (Dubner and Levitt)
The World is Flat (Friedman)
The Long Tail (Anderson)
The Wisdom of Crowds (Surowiecki)

Information is provided by Saffron and LBi

Today's lectures were very useful for me because lecturer gave me information about actual jobs in the branding consulting companies. In addition, I could learn how to present in front of audiences. They had an ability to get attentions from audiences.
I think doing many presentations in front of people and having confidence are important to get used to present in front of people. I hope I can do the better presentation in class.

Krispy Kreme important information

"There was no mention, however, of when the first stores were expected to open, or indeed where, though London is obviously a primary target. Doughnut retailers are not widespread in the UK, despite the fact that Krispy Kreme's main rival, Dunkin' Donuts, is owned by the UK's Allied Domecq group, but the recent proliferation of US-style coffee houses has shown that there is still clearly a great deal of interest in American food culture."

"Even the better-established Dunkin' Donuts is only present in Spain, Germany and Greece, having withdrawn from the UK market a few years ago."
"Many European countries have a well-established patisserie culture of their own, making it hard for doughnuts (or indeed donuts) to make a major impression."

Resources: http://www.bakeryandsnacks.com/news/ng.asp?id=13633-krispy-kreme-to

Some important information about Uniqlo

Key words
-functional beauty
-modern simplicity

Other key words
-modern Japanese retail culture
-beautiful, clean, well-lit and organized
-true hospitality
-quality and basic
-high quality and affordable clothing and accessories

"openings, which were accompanied by much fanfare, including a
performance by hip-hop artist Dizzee Rascal"




A fact:
"Openings, which were accompanied by much fanfare, including a performance by hip-hop artist Dizzee Rascal"
"This is Uniqlo's second bite at the UK cherry. It made its first foray in 2001, quickly opening 23 stores around the country. But its designs -essentially low-priced basics - did not find public favour and, within two years, it closed 18 shops. An uninspiring advertising campaign created by the now-defunct Soul, focusing on price, did not help."

"Of more immediate concern is striking a balance between the brand message and the promotional price positioning that was Uniqlo's undoing six years ago. "We've been trying to get the brand story and personality across in magazines such as Grazia and Dazed & Confused, as well as the London daily papers, and on Tube and bus posters and billboards.""

"its more subtle approach emphasises the Japanese focus on quality, simplicity and attention to detail."
"Fashion basics are fashion basics, and you need more than a fancy store and compelling advertising to persuade people to buy them."

"Hyman believes Uniqlo could struggle to differentiate itself from brands such as Primark and Zara, whose six-week stock turnover provides a compelling reason for people to shop there frequently."

Resources: http://www.designtaxi.com/news.jsp?id=5648&monthview=1&month=10&year=2007
http://www.brandrepublic.com/InDepth/Features/766906/News-Analysis-Uniqlos-second-surge/

Tutorial

Tutorial with Damian Chapman
How am I doing?
I discussed an idea of my project with Damian.
A big idea was that Uniqlo, London night bus and Krispy Kreme have an eco campaign together to create a synergetic effect. I drew this idea on my sketchbook and thought about target audience, locations for advertising, campaign tools, eco materials and so forth.
I discussed with my group members about my project. I decided to research about each company’s eco activity and brand.

Why am I doing this?
To discover an innovative branding strategy.
To build the ability to create a major campaign on my own.
To create a brand reputation and enhance consumer buying behaviors.

What am I going to do?
I am going to think about strategy and graphic design for this campaign. 


I am also going to think about more unique campaigns as well.



Recommended books: The Art of Possibility by Rosamund Stone Zander and Benjamin Zander

My project plan (idea level)

Topic: A new way of emotional advertising: It is not only for attentions, but also it is in more innovational way.

Who is the target audience?----Find who is the next target instead of green consumers.
--->Who is less interest of green issues? My hypothesis is young people.

Which companies should I choose for the activity?----If the target audience is young, I would like to choose the companies, whose target is young people.

Is it easy to appeal the eco issue by one company?----I will choose several companies to cooperate one another.
I will make a plan of a big promotional green campaign by three companies (different countries and categories)

What's the new approaches in emotional advertising?

What can I do for my research? This is because many people have already done with research of advertising in emotions and rations. In addition, some people are studying brand personality creation through advertising.
I would like to make more innovative marketing approaches, which are very attractive to people. (reach to human emotions)

What's the new strategy to capture consumer's attentions? Nowadays, many companies focus on ethical issues and social problems. The companies tend to focus on obisity problem, environmental pollutions and so on, which they ignored in the past. Is it good to focus on for the companies? Do people think these activities are only for company's benefits? (A company just want to gain a reputation?)

There is a controversial issue regarding green marketing.

"They're already getting found out. According to a survey by Ipsos Mori, four out of five consumers in the U.K. believe companies pretend to be ethical just to sell more products. Small wonder: Reputable marketers including Volkswagen, Lexus, Tesco and RyanAir have all been caught making empty claims about their green credentials by U.K. watchdog the Advertising Standards Authority, leading to a clampdown on marketers who make unproven claims."

Source: http://ecoamerica.typepad.com/blog/2007/10/uk-consumers-ca.html

I found:
1. Trust between consumers and companies is must.
2. The company needs an evidence of green marketing.

What's slogans and jingles?

"Advertising slogans are short, often memorable phrases used in advertising campaigns. They are claimed to be the most effective means of drawing attention to one or more aspects of a product."

TOP 10 SLOGANS OF THE CENTURY
1.Diamonds are forever (DeBeers)
2.Just do it (Nike)
3.The pause that refreshes (Coca-Cola)
4.Tastes great, less filling (Miller Lite)
5.We try harder (Avis)
6.Good to the last drop (Maxwell House)
7.Breakfast of champions (Wheaties)
8.Does she ... or doesn't she? (Clairol)
9.When it rains it pours (Morton Salt)
10.Where's the beef? (Wendy's)

Sources:
http://en.wikipedia.org/wiki/Advertising_slogan
http://adage.com/century/slogans.html


A jingle is a memorable slogan, set to an engaging melody, mainly broadcast on radio and sometimes on television commercials.

TOP 10 JINGLES OF THE CENTURY
1.You deserve a break today (McDonalds)
2.Be all that you can be (U.S. Army)
3.Pepsi Cola Hits the Spot (Pepsi Cola)
4.M'm, M'm good (Campbell's)
5.See the USA in your Chevrolet (GM)
6.I wish I was an Oscar Meyer Wiener (Oscar Meyer)
7.Double your pleasure, double your fun (Wrigley's Doublemint Gum)
8.Winston tastes good like a cigarette should (Winston)
9.It's the Real Thing (Coca Cola)
10.A little dab'll do ya (Brylcreem)

Sources:
http://en.wikipedia.org/wiki/Jingle
http://adage.com/century/jingles.html

What's emotions in advertising?

Example: Advertising in emotions
Fear, Laugh, angry...there are lot of feelings on advertising and those advertising is links to brand persobality as well.

Brand personality

"Brand personality is one of the core dimension of brand equity. Brand personality refers to the emotional side of a brand image." "Brand personalities are created in different ways and with different tools. However, the creation always involves active communications on the side of the firm: the personality has to be disseminated to be alive. Advertising is heavily used in this process of personality creation."

"Down-to-earth, family oriented, genuine, old-fashioned (Sincerity). This might describe brands like Hallmark, Kodak, and even Coke. The relationship might be similar to one that exists with a well-liked and respected member of the family."

"Spirited, young, up-to-date, outgoing (Excitement). In the softdrink category, Pepsi fits this mold more than Coke. Especially on a weekend evening, it might be enjoyable to have a friend who has these personality characteristics."

"Accomplished, influential, competent (Competence). Perhaps Hewlett-Packard and the Wall Street Journal might fit this profile.
Think of a relationship with a person whom you respect for their accomplishments, such as a teacher, minister or business leader; perhaps that is what a relationship between a business computer and its customer should be like."

"Pretentious, wealthy, condescending (Sophistication). For some, this would be BMW, Mercedes, or Lexus (with gold trim) as opposed to the Mazda Miata or the VW Golf. The relationship could be similar to one with a powerful boss or a rich relative."

Athletic and outdoorsy (Ruggedness). Nike (versus LA Gear), Marlboro (versus Virginia Slims), and Wells Fargo (versus Bank of America) are examples. When planning an outing, a friend with outdoorsy interests would be welcome.

Source:
http://arno.unimaas.nl/show.cgi?fid=478

Tutorial

Tutorial with Damian Chapman
How am I doing?
I read books and online journals to understand an area of psychology. The area was included emotional advertising, rational advertising, brand personality and human emotions. I also analyzed a relationship between brand psychology and human emotions. I created a brand map to see how psychology is linked to consumer behaviours and human happiness. This learning process helped me to think about how brand influence to consumer’s mind through psychology. I was still thinking about setting up my project theme.

Why am I doing this?
To understand a branding area of psychology, which is linked to consumer behaviors.
To gain branding knowledge for making a successful advertising campaign.

What am I going to do?
I am going to narrow down my idea and start thinking about my project.
I also need to think about who is going to be a target audience for my project.

Visual perceptions---exploreations

I would like to look at some visual perceptions (Basically art and graphic design) to explore more ideas.










http://www.sandlotscience.com/EyeonIllusions/Arcimboldo.htm
http://www.mcescher.com/
http://tokyoadc.hotcore.jp/event/works_detail?&key1=73&key2=8

Book list

Bloomer, Carolyn M. (1990). Principles of Visual Perception. London: The Herbert Press.

Evans, Martin, Jamal, Ahmad and Faxall, Gordon. Consumer Behaviour. West Sussex: John Wiley&Sons.

Gobe, Marc. (2001). Emotional Branding. Oxford: Windsor Books.

Himpe, Tom. (2006). Long Live Advertising. London:Thames&Hudson.

Moser, Mike. (2003). United We Brand. Boston: Harvard Business School Press.

Norman, Donald A. (2004). Emotinal Design. New York: Basic Books.

Temporal, Paul. (2000). Branding in Asia. 1st ed. New York: John Wiley&Sons.

Ries, Al and Ries, Laura. (1999). The 22 Immutable Laws of Branding. London: HarperCollinsPublishers.

Roll, Martin. (2006). Asian Brand Strategy. 1st ed. Hampshire: Palgrave Macmillan.

Saunders, Dave. (1996). Shock in Advertising. 1st ed. London: B.T. Batsford.

Shaughnessy, John. O' and Shaughnessy, Nicholas Jackson. (2004). Persuasion in Advertising. 1st ed. London: Routledge.

Useful websites

A&F’s Advertising Image
http://www-tech.mit.edu/V119/N12/col12veena.12c.html

Abercrombie & Fitch Fall 2007 Advertisement
http://video.aol.com/video-detail/abercrombie-and-fitch-fall-2007-advertisement/2365413400

Advertising is too emotional
http://www.brandweek.com/bw/magazine/article_display.jsp?vnu_content_id=1001808092

Brand Personality:Levi's
http://www.brandingasia.com/columns/temporal3.htm

Breakthrough: Scientists Find Emotions Influence Design:
http://209.131.116.212/content.cfm/breakthrough--scientists-find-emotions-influence-design

Business failure
http://www.thetimes100.co.uk/theory/theory.php?tID=320

Controversial advertising
http://pzrservices.typepad.com/advertisingisgoodforyou/controversial_advertising/index.html

Controversial products helped by packaging
http://findarticles.com/p/articles/mi_m0BDW/is_n4_v39/ai_20182750

Creativityworks 2003 by D&AD (Levis)
http://www.dandad.org/inspiration/creativityworks/pdf/levis.pdf

Design&Emotion Society
http://www.designandemotion.org/

Dexigner (Eat me package)
http://www.dexigner.com/graphic/news-g3961.html

Emotion in advertising
http://jinglebrokers.com/emotion.html

Emotion theory in advertising
http://www.ciadvertising.org/student_account/spring_02/adv382j/jen/index.htm

Global Packaging
http://www.brandchannel.com/features_effect.asp?pf_id=297

ICOGRADA: Wally Olins and Shigeo Fukuda
http://www.designtaxi.com/features.jsp?id=100188

International Market News (Uniqlo prices fall as demand re-ignites)
http://www.tdctrade.com/imn/04042905/brand013.htm

Levi's Adverts
http://www.adsneeze.com/clothing-footwear/levis-copper-jeans-ads
http://www.usatoday.com/money/advertising/adtrack/2007-01-07-levis_x.htm
http://en.ce.cn/entertainment/fashion/trend/200702/01/t20070201_10283675_5.shtml

Levi's Eco
http://www.brandchannel.com/features_profile.asp?pr_id=319

Levi's Promotional campaign case study
http://www.thinkbox.tv/server/show/ConCaseStudy.21

Database of slogans. Jeans advertising slogans
http://www.textart.ru/database/slogan/jeans-advertising-slogans.html

Mintel (Levi's info and fashion adverts)
http://academic.mintel.com/sinatra/oxygen_academic/search_results/show&/display/id=230397/display/id=13469#atom0
http://academic.mintel.com/sinatra/oxygen_academic/search_results/show&/display/id=230397/display/id=13469/display/id=311761/display/id=12021&anchor=12021/display/id=220121/display/id=296874/display/id=159647&anchor=atom1#atom4
http://academic.mintel.com/sinatra/oxygen_academic/search_results/show&/display/id=220284/display/id=306936

Rational Appeals vs. Emotional Appeals in Advertising and Marketing Communication
http://www.orwig.net/articles/rational_emotl/rational_emotl.html

The Advertising Century (Campaigns 100, Slogan etc)
http://adage.com/century/campaigns.html

The Ad of the World (Levis)
http://adsoftheworld.com/media/print/levis_eco_jeans_white

The Ads of the World
http://adsoftheworld.com/node?page=1

The Advertising Century (Campaigns 100, Slogan etc)
http://adage.com/century/campaigns.html

The Ad of the World
http://adsoftheworld.com/media/print/levis_eco_jeans_white
The Advertising Archives
http://www.advertisingarchives.co.uk/

The Psychology of Advertising
http://etext.virginia.edu/etcbin/toccer-new2?id=ScoPsyc.sgm&images=images/modeng&data=/texts/english/modeng/parsed&tag=public&part=1&division=div1

Trick Art (Giuseppe Arcimboldo, Escher)
http://www.sandlotscience.com/EyeonIllusions/Arcimboldo.htm
http://www.mcescher.com/

Uniqlo Brand
http://www.brandchannel.com/features_profile.asp?pr_id=324

Non-Recognition of Print Advertising: Emotion Arousal and Gender Effects
http://www.informaworld.com/smpp/content~content=a770796572~db=all~jumptype=rss



Others:
Advertising Vs Graphic Design
http://www.designtaxi.com/features.jsp?id=105

Branding with Chinese Characteristics
http://www.brandchannel.com/features_effect.asp?pf_id=246

Cool package design
http://www.superficialgallery.com/Emails/Amazing-Pictures/cool-packaging.htm

Dexigner (Nike)
http://www.dexigner.com/design_news/hush-and-nike-make-a-splash.html

Eco Branding
http://eco.goo.ne.jp/business/csr/review/communi_jul01.html

Ecogeek (Google)
http://www.ecogeek.org/content/view/566/

Funny Advers
http://meaculpaband.blogspot.com/2008/02/funny-advertising.html

Lava's website
http://www.lava.nl/

IKEA
http://www.brandchannel.com/features_effect.asp?pf_id=256

It's all packaging
http://www.peachpit.com/articles/article.aspx?p=676593&seqNum=6

Japanese Eco Brand
http://www.nikkeibp.com/html/main/company_070810180121_3_1.html

Japanese unique package design
http://www.pingmag.jp/2007/02/09/snackcharacters/
http://allabout.co.jp/gourmet/junkfood/closeup/CU20060116A/
http://www.mylifenote.net/002/post_3281.html

Muji
http://brandcameo.org/features_profile.asp?pr_id=14

Nokia
http://www.brandchannel.com/features_effect.asp?pf_id=274
http://www.brandingasia.com/cases/nokia.htm

Packaging your Brand's personality
http://www.brandchannel.com/features_effect.asp?pf_id=283

Powerful package design
http://www.mylifenote.net/002/post_3281.html

Public Advertising Organization (eco advert)
http://www.ad-c.or.jp/campaign/self_all/02/index.html

The New York Times (THE MEDIA BUSINESS: ADVERTISING; P.& G. Ecology Drive: Beyond Packaging)
http://query.nytimes.com/gst/fullpage.html?res=9D0CE4DE1530F935A25754C0A967958260

Traffic Advertising with products
http://blog.livedoor.jp/chura_tei/archives/cat_10002246.html
http://hako.org/blog/archives/2006/03/post-129.php

Youtube (SHARP Ecology Campaign CM)
http://www.youtube.com/watch?v=Z2n95TBF7y8

Case studies

I read some case studies. It was good to learn how domestic companies can be successful in overseas. Also, I was looking at foreign companies to know how they succeeded to build a strong brand images in their home market as a reference. It was a good training to think about what kind of problems they faced and how they solved the problems. I also read some case studies of UK companies or companies in the UK because it is good to know about business strategies to expand business in the UK. ( I will choose one company to rebrand or expand their business in the UK market or in Japan.)

I chose O2 to understand design and some strategies as a case study. In addition, I compared to Japanese mobile phone company. I discovered that Japanese companies tend to use character design to get attention from customers. On the other hand, UK companies don't use character for promotions.
I assume that Japanese like cute oriented products like Hello Kitty.

Case studies:







O2 case study




Docomo (One of the Japanese companies' character design)


UK product research:
I researched some UK products at Sainsbury's on the 9th of May.
Example: