Ur Brands A–Z Muji [...]
Underlying the essence of »no brand« is actually an elaborate brand planning. 田中 一光, who coined the term "無印良品«, was insightful in the 1980s when the Japanese market was full of foreign brands. "無印« represents the simplicity of its packaging and manufacturing process, as well as its brand-free characteristic. "良品« is derived from 西友's commitment to provide quality for the products it developed.
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The style of being brand-free did not arise from political factors; neither was it to echo the manifesto of the anti-brand, anti-trademark and anti-globalisation battle advocated in the 1990s. And it definitely was not a fad from nowhere. 無印良品 sells a certain lifestyle concept and a certain lifestyle. More importantly, since its inception 無印良品 has adopted the strategy of targeting the middle-class consumers and successfully shaped at tasteful cultural image for itself, while perfetly meeting the æsthetic demands of today's social development.
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Alltså det kanske verkar som om 無印良品 är en sista rest av vårt folkhem som står på vårt frukostbord men sanningen är att det är en marknadsföringsstrategi för att förvilla arbetarklassen. Låt dig inte luras!