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March 16, 2008
Habitat. Brand Report Uniqlo
Habitat. Brand Report Uniqlo: How much should be invested in creating a brand? The Economist's book Brands and Branding says you should treat your brand as an investment not a cost. "Brands are among the most important assets that a business can own, and strong brands can ensure business continuity in times of difficulty."
In isolation this concept may appear a bit abstract, but Creative Review's article on Uniqlo and their financial comeback illustrates the Economist's point. The power of creative talent and rebranding can provide a second life for a failing company. But, if they invested correctly in the beginning, they may not have needed to spend even more money to make the upward shift. As CR reports, "Over-ambitious expansion and over-reliance on one product nearly ruined Uniqlo, but now, thanks to employing an array of creative talent, the Japanese retailer is back in style."
Read Creative Reviews article on the brand history of Uniqlo [Here]
Posted by taj at March 16, 2008 01:38 AM