Enron Corporate Culture
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
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
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