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    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.

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    tion 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

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    o 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

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    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
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    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 market

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