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People may initially like a brand for tangible reasons such as the quality or design of its physical products, but to make them loyal to a brand requires reliance on the brand's philosophy. I think that Muji has done well in both of these aspects; at least I am personally very fascinated by this brand. The advocacy of "this is enough" by Muji represents a rational attitude towards life and a philosophical concept, which is undoubtedly far ahead of its time and distinct from other brands.