Muji Brand Extension Research

The Japanese design brand MUJI,with the aesthetic character,presents the brand extension incisively: From the beginning of 40 kinds of life grocery products to the current of more than 7000 variety.The products of MUJI brand involves all aspect of daily life: furniture,clothing,shoes& bags,washing supplies,bicycles,bookstores,flower shops,café,household appliances,camping field,Real Estate etc.This paper attempts to summarize the brand extension of MUJI for more than 30 years.From the perspective of poisoning,examining MUJI brand extension activities,get the deep reason why MUJI Brand could be carried out smoothly should attributed to the strong impact of MUJI concept,which plays a vital poly in brand extension.