By using its own way of positioning and branding, MUJI manages to establish and develop its brand image as well as its brand identity, which leads to great brand equity. As shown in the article “The Commercial Zen of MUJI,” we can see that brand equity brings benefits to a brand by distinguishing it from its main competitors and creating increased sales growth. Therefore, MUJI gets the potential of higher market share. Therefore, it is necessary to position a brand appropriately and maintain it