TITLE

Selling Europe to Japan

AUTHOR(S)
Whitefoord, Adrian
PUB. DATE
June 2003
SOURCE
Brand Strategy;Jun2003, Issue 172, p33
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
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.
ACCESSION #
10036219

 

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