Selling Europe to Japan

Whitefoord, Adrian
June 2003
Brand Strategy;Jun2003, Issue 172, p33
Trade Publication
Describes how European brand values are winning over a Japanese audience in the retail sector and argues that own-label brands in Japan can afford to be more innovative. Status accorded by Japanese consumers to brands and products associated with the United States and Europe; Seicomart's strategy of stressing its U.S. roots through its stock and own brand packaging; Branding strategy that works with Japanese consumers.


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