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Keywords: Brand image
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Case Studies
Upscaling brand image: UNIQLO Japan
Available to Purchase
Case Provider:
The CASE Journal
The CASE Journal (2023) 19 (3): 381–416.
Published: 23 March 2023
...Yuri Taira; David J. Hardisty; Rui Jorge B. Basto da Silva Research methodology The authors analyzed data and information mainly from the company’s annual reports and the books written by the CEO. Case overview/synopsis How and when can a “value” brand upscale its brand image? In the wake...
Case Studies
Circular beauty at Nafigate Cosmetics: balancing new brand concepts with growth through contract manufacturing
Available to Purchase
Case Provider:
The CASE Journal
The CASE Journal (2022) 18 (5): 835–848.
Published: 21 July 2022
... Corporation, represented by Mynářová, introduced a new circular concept to replace plastics, microplastics and toxic chemicals in cosmetics. Brand strategy Brand image Brand identity Circularity Corporate strategy Cosmetics In 2019, executives at Nafigate Cosmetics decided to stop...
