upply chain and maximize profits. You just cannot think of selling products. You have to think about selling solutions. This may include ready meals for working mothers, ready to go breakfast bars, events and ambience.

Brand name is the only asset that your competition cannot destroy without your help. Yet, many companies lost their customers not because of product, quality, features or even price. As a matter of fact, their products were well

In the long term, the ailing organisation needs to build a strong brand name as it will help to strengthen the company’s future prosperity. The American Marketing Association defines a brand as a name, term, sign, symbol or design or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.

Customers can only remember a limited a number of brands in their minds. Brands help the customers to remember the products. Thus, when you think of Mercedes, it suggests luxury, success, prestige, fast speed, well engineered, customer service par excellence and good resale value in Singapore. When you think of Volvo, you think of safety, thanks to the solid-as-a-tank bodywork. When you think of Nike, you might think of Michael Jordon or “Just Do It”. When you think of Hamburgers, you may recall McDonalds, soft drinks, you think of Coke and fried chicken, Kentucky Fried Chicken.

Customers are attached to the loyalty of the brand rather than the company’s name. A brand is merely an idea and the only place that it exists is the mind. Logos, tag lines, designs etc are only the physical expression of a brand. Companies with powerful brands can command a price premium and have a competitive advantage. To build the brand name, you need to define an idea that is relevant to your target audience and next develop programs to best communicate the brand message to your target audience.

In very competitive markets such as consumer packaged goods companies, Nabiscos, Quaker Oats, Gatorades are losing their lustre. Consumers are no longer willing to pay a premium for branded goods. Companies with big brands should also focus on building better relationships with suppliers and retailers to improve the supply chain and maximize profits. You just cannot think of selling products. You have to think about selling solutions. This may include ready meals for working mothers, ready to go breakfast bars, events and ambience.

Brand name is the only asset that your competition cannot destroy without your help. Yet, many companies lost their customers not because of product, quality, features or even price. As a matter of fact, their products were well

eir minds. Brands help the customers to remember the products. Thus, when you think of Mercedes, it suggests luxury, success, prestige, fast speed, well engineered, customer service par excellence and good resale value in Singapore. When you think of Volvo, you think of safety, thanks to the solid-as-a-tank bodywork. When you think of Nike, you might think of Michael Jordon or “Just Do It”. When you think of Hamburgers, you may recall McDonalds, soft drinks, you think of Coke and fried chicken, Kentucky Fried Chicken.

Customers are attached to the loyalty of the brand rather than the company’s name. A brand is merely an idea and the only place that it exists is the mind. Logos, tag lines, designs etc are only the physical expression of a brand. Companies with powerful brands can command a price premium and have a competitive advantage. To build the brand name, you need to define an idea that is relevant to your target audience and next develop programs to best communicate the brand message to your target audience.

In very competitive markets such as consumer packaged goods companies, Nabiscos, Quaker Oats, Gatorades are losing their lustre. Consumers are no longer willing to pay a premium for branded goods. Companies with big brands should also focus on building better relationships with suppliers and retailers to improve the supply chain and maximize profits. You just cannot think of selling products. You have to think about selling solutions. This may include ready meals for working mothers, ready to go breakfast bars, events and ambience.

Brand name is the only asset that your competition cannot destroy without your help. Yet, many companies lost their customers not because of product, quality, features or even price. As a matter of fact, their products were well

oft drinks, you think of Coke and fried chicken, Kentucky Fried Chicken.

Customers are attached to the loyalty of the brand rather than the company’s name. A brand is merely an idea and the only place that it exists is the mind. Logos, tag lines, designs etc are only the physical expression of a brand. Companies with powerful brands can command a price premium and have a competitive advantage. To build the brand name, you need to define an idea that is relevant to your target audience and next develop programs to best communicate the brand message to your target audience.

In very competitive markets such as consumer packaged goods companies, Nabiscos, Quaker Oats, Gatorades are losing their lustre. Consumers are no longer willing to pay a premium for branded goods. Companies with big brands should also focus on building better relationships with suppliers and retailers to improve the supply chain and maximize profits. You just cannot think of selling products. You have to think about selling solutions. This may include ready meals for working mothers, ready to go breakfast bars, events and ambience.

Brand name is the only asset that your competition cannot destroy without your help. Yet, many companies lost their customers not because of product, quality, features or even price. As a matter of fact, their products were well

that is relevant to your target audience and next develop programs to best communicate the brand message to your target audience.

In very competitive markets such as consumer packaged goods companies, Nabiscos, Quaker Oats, Gatorades are losing their lustre. Consumers are no longer willing to pay a premium for branded goods. Companies with big brands should also focus on building better relationships with suppliers and retailers to improve the supply chain and maximize profits. You just cannot think of selling products. You have to think about selling solutions. This may include ready meals for working mothers, ready to go breakfast bars, events and ambience.

Brand name is the only asset that your competition cannot destroy without your help. Yet, many companies lost their customers not because of product, quality, features or even price. As a matter of fact, their products were well

upply chain and maximize profits. You just cannot think of selling products. You have to think about selling solutions. This may include ready meals for working mothers, ready to go breakfast bars, events and ambience.

Brand name is the only asset that your competition cannot destroy without your help. Yet, many companies lost their customers not because of product, quality, features or even price. As a matter of fact, their products were well made, up-to-date and reasonably priced. However, customers find it difficult to do business with these companies. There were errors in delivery, billing system was complicated and customer service was atrocious.

You need to deliver what you promise and say so in your brand. This means a variety of conveniences for customers to do business with you. It means that you can accept customers’ order when it is convenient for them and easy for them to check the status. It means that orders are worded in customer terminology and billing is easy to understand. It also means that the customers can call upon you whenever they need help without going through the hassle and different levels of approval. It also means that there are no hidden costs to the customers.

It is therefore not enough to tell people how great your brand is, you need to live out the brand and deliver what you promise.