Enron Corporate Culture

Topics: Brand, Brand management, Branding Pages: 39 (9948 words) Published: October 24, 2013

DE VERA, K. RIGOR, J. & TAYAG, J.

Brand is a name, sign, symbol, or design, or combination of these that identifies the maker or seller of a product or service . Although certain brands offers various product line and brand extensions, it does not mean that a brand is strong already. Note that years of existence do not also define a strong brand, rather to consider a brand a strong one the brand should have high brand equity; a clear brand positioning; and it must be competitive in the market. This study aims to assess one of the reputable apparel brands in the Philippines; Bench on its 25 years of existence.

Keywords: Brand Equity, Brand Positioning, Competition

IDENTIFYING A STRONG BRAND: AN ASSESSMENT

Bench was founded in the Philippines by Ben Chan in 1987 originally selling men’s t-shirt in small retail stores. The brand is registered under the trademark of Suyen Corporation. The brand also grew on providing ladies’ line, underwear, fragrances, house wares, snacks, and a wide array of other lifestyle products,

Kyle Marco P. de Vera, Justin Andrew Lawrence L. Rigor and Jolo Marco R. Tayag are junior students from the Department of Marketing and Corporate Communications in San Beda College AY: 2012-2013. The researchers have equally contributed to the fulfillment of the research with the help and advice of Dr. Jennifer T. Ramos.

with the distinction of being present in virtually every retail space in the Philippines, and with a worldwide network of stores and outlets, reaching as far as the United States, the Middle East, and China. It has also been a pioneer to the use of celebrity endorsers, television, and giant billboards to push for a fashion brand that offers premium quality products at affordable prices in the market. By multiple product line and brand extensions, Bench was able to go through demographic divisions such as age, gender, socioeconomic status having “Bench is forever” as the company’s article of faith. Emerging as a global brand, Bench has 610 stores worldwide, 67 internationally & 543 locally. (Adapted from Bench’s Website)

Growing globally resulted to creating new product lines and extensions of the Brand; known for being an apparel brand, Bench as a product-oriented company have evolved into being a market oriented brand not only selling clothes but also extending to the market’s needs in terms of lifestyle such as food and personal care. One of Bench’s promising extensions is Bench Fix, aside from the Fix salon, hair wax is also one of the commonly sought product today in their offerings.

Many companies or brand today have been adapting to the trends and needs of the society, by utilizing the brand that they have established in the market, they make their offerings relevant at the fast changing time. Product-line and brand extensions do not only create new markets but it is also one of the strategies in maximizing brand equity to survive in the competitive industry.

The intention of the study is to know whether Bench is a strong Brand, by assessing its brand equity, brand positioning and competitiveness in the market and eventually make realizations for other pioneered and extending brand entities. The researchers got interested with this particular study because they want to discover whether a local brand of apparel like Bench, can be a strong brand and if it can be as appealing as those of the foreign brands that Filipinos patronize.

Operational Framework

Input Process Output

Figure 1.1 showed the three variables that have been assessed to know whether Bench is a strong brand, it can be measured through the independent variables, and these are the brand equity, the brand positioning and how Bench deals with the competition. The dependent variable is Bench being a strong brand because it has been the variable subject for result. The...

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