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