Monday, 21 January 2013

Singapore Rapid Airways

Company: Singapore Rapid Airways
Tagline: Everyone can fly!

Singapore Rapid Airways is a no-frills airline with the service of a premium airline. It aims to make air travel affordable to all, without compromising the quality of service.


Company Name: InC.onnected
Tagline: Keeping you connected with your company

InC.onnected designs and manufactures thumb-drives and hard disks in bulk or individual for sale to companies. It is to keep the togetherness in a company or as an advertisement product for the company.
The name of the company also helps to illustrate its purpose. InC from incorporated (of a company) and the combined C.onnected keeping InC and C.onnected well, connected as a name :DD 

Brand Creation

Name : Bruce Ng

Brand name : Forresynth

Tagline : Style is the way to go.

Forresynth produces top-quality, stylish and more importantly, cheap headphones. This is most ideal for  people who want to look cool, people who want headphones of good quality that are cheap, and stylish. The shell of the headphones is made of recycled metal.

Brand Creation

Name: Zahid Afiq

Brand Name: Demeter

Tagline: Fresh touch

Product: Rice, wheat cereal

The brand name comes from the Greek Goddess, Demeter which is the Goddess of rice and agriculture. The tagline just says it is fresh. The product will stand out somehow.

Brand creation

Brand name: Le Bryant
Company name: Shoes for life
Company product: Sports Shoes
Tagline: Balances up your life
Le Bryant is named after Kobe Bryant, and Le Bron James, who are both famous and good basketball players. This brand name is specially used for basketball shoes. It seems to make your performance in basketball games like both of the famous players. It cushions your feet when you land, as well as boosts you up when you jump. Its a must not miss product!

[Week 2] Brand Creation

Company: All-VintageTagline: As Good As New

Selling the old vintage things. Like for example records, cassettes, things you can't find i most of the other stores today. Also, donate your old things to us exchange it for cash!

Puteri Nur Huda


Brand Name: Upgrade
Tagline: Upgrading the finer aspects of life.

Upgrade creates quality applications that are suitable for anyone, whether age 6 or eighty. The apps would mainly be apps for daily life, and woud be helpful.

Boon Kiat (21)

Brand Creation

Name:Jericho Manguan
Company name: Photonica
Product:A range of electrical appliances like lightbulbs, etc.
Tagline: Photonica brightens up your life.

Brand Creation

Company name: Vulcan
Tagline: Grind the roads

Vulcan is a company that produces off-road vehicles designed to give the most comfortable ride yet speed along the roughest roads without the smallest bump. Utilising uniquely designed off-road treads on their special puncture proof tires, riders have the most traction possible on the rockiest slopes.

With not one, but two GPS powered by 3 backup batteries, calibrated and tested to  the limit to ensure that no matter where ever and whenever you get lost, you'll always be found. Also with the in-built air conditioner/filterer, ergonomically designed, cushioned seats and shatterproof glass, your comfort and safety will be ensured, no matter the weather.

Brand creation

Name: Lim Chin Yong
Company name: Hyper Activity
Product: sports drinks
Tagline: Energy to excel

Brand Creation

Name of brand: De Killer
Tagline: See it, Kill it.
Product: Insecticide Spray

De Killer makes insecticide spray that is fully organic, meaning it would be less harmful to the user and the environment. The insecticide would be primally made of curare, a poison which is weak to humans or animals (in small doses) but strong against insects. It will not only be cheap but also offer a much safer and less harmful alternative to killing insects unlike the aerosol sprays today.

Danish M

Brand Creation

Name: Timothy Cheong
Company Name: Sonora
Company Product: Solar Energy Charger for electronics
Tagline: A brighter way, everyday.


Brand Name: Sponge & Spring
Tagline: The most comfortable

Sponge & Spring is a company that designs shoes with sponge base to reduce the impact when a person runs. This shoe is supposed to be well cushioned and it is mainly designed for flat foot people. This shoe will have a soft landing when you run. This shoe also has a number of spring at the base to help the runner spring up while running. This is to help him run faster with a bounce.

Brand Creation

Brand Name: Potana

Tagline: Defying the Impossible .

Potana is a company that creates products which were once deemed impossible . It offers various current products incorporated with technology to improve their ability/ performance . Examples of products are (mobile)phones/ laptops with laser screens, cars with voice control drive, shoes that are able to give the person wearing it the ability to play well in a certain sport, shoes as light as air . With their debut product being their Peripheral Vision Eyeglasses, it gives bicyclists a pair of bifocals for their peripheral vision, with it riders can detect motion in a field of vision beyond the normal human limit of 180º.

Sunday, 20 January 2013

Brand creation

Name: Ian Hong Yi En
Company's name: Sculptation
Product: Blu-tack model creation and workshop services.
Tagline: Like it? Make it.

I&E Week 2 Assignment

I&E Week 2 assignment

n  If you want to be an entrepreneur in the future, what kind of business / industry would you want to be in?
n  Create a name and tagline for your company. (Try
n  Post should include i) your names, ii) the company name, iii) the product and iv) tagline.
n  Due Date: day before next lesson.

Note:  Please label your post as "Tagline"

Brand Creation

Brand name: F.T.

The tagline is "Not just ordinary"

The company uses science and technology to enhance clothings such as jackets, t-shirts, jeans etc. They create other purposes for basic clothing so that gadgets can be worn in a discreet and fashionable way. It makes lives easier and makes useful items easier to carry. Such as a handphone with a glove fitted to it so that people will not lose their handphone and makes it easier to pick up calls

Business Feasibility Plan [Jing Han, Ian, Cheng Feng, Wei Feng]

Brand Name :
Light Bulb~

Where great ideas come about

 It will be selling products such as stationary advanced in technology, and e-books that might help to make lives easier. It will also be selling creative and innovative products.

  For example, stationary such as digital pen. Which have a built-in electronic circuit that transfers whatever you write on paper to a PC, and saves it. This is one of the creative products that makes lives easier, as we won't have to scan papers before printing it.

-Jing Han

Saturday, 19 January 2013


The tagline is "Integrating technology, changing lives"

The company uses science and technology to enhance existing products into more user-friendly and Eco-friendly ones. They are durable and and long lasting, while utilising technology in creative ways to create game-changing products. Also, they produce high quality equipments such as power tools that use less electricity, bio-degradable plastic and products that use less material to manufacture but work just as well.

Brand Creation

i) Name: Lim Wei Feng

ii) Viper Sports & Technology Inc.

iii) Products: The best, most durable and most eco-friendly equipment integrated with breakthrough technology in any sport, whether it is a pair of soccer boots that give players the best control, accuracy, speed and comfort, a lightweight carbon fibre bicycle with a mini-Kinetic Energy Return System (mini-KERS) for cyclists, even just a normal pair of running shoes that gives runners the best grip, comfort and adaptability in any conditions. They also produce accessories such as waterproof music players, sport wristbands and sports earphones to help customers do things like track specific statistics, from calories burnt to the distance travelled in a marathon or listen to music while running.

iv)Tagline: "Innovating Sport with Technology"

Wednesday, 16 January 2013


It is a transport company that provides fast and efficient forms of transport including buses,taxis,trains,and even cable cars all over Singapore,and allows people to travel around in Singapore quickly and conveniently.These forms of transport are efficient and reliable as they are always maintained and do not break down easily.

Monday, 14 January 2013


Skullcandy is a Park City, Utah-based company that markets headphones, earphones, hands free devices, audio backpacks,MP3 players, and other products. The company was founded in 2003. 

Their products have very hip and trendy designs which attract lots of customers and also, their earphones and headphones have very high sound quality.
How does your selected brand evolved its products to understand its customers?
It evolves with current firearm trends with accessories useful both for military and civilian use. Its makes weapons that are used globally by military forces and their weapons have a stylish, usable look about them as opposed to firearms like the Walther p88, noted for being heavy and unwieldy.


They improve their products and enhance its characteristics to better suit customers' needs (as customers want products that are easy to use and impressive at the same time) and get ahead of the competition.


KFC is the world's largest fried chicken chain. It is widely known around the world and it is the second largest restaurant chain overall after Mc'Donalds.

Air Asia

Air Asia is one of the world's biggest no-frills airline which provides air travel cheap. It understands the growing demand for air travel in Asia and prices the ticket prices cheap to cater to the growing demand of air travel. It is cheap and its service is also efficient. It serves many destinations around Asia.


Mcdonalds has outlets all over Singapore. This makes it convenient for people to buy from Mcdonalds. It is one of the successful fast food restaurants in Singapore. They started selling food other than burgers such as salads to increase their customer range.


How does your selected brand evolved its products to understand its customers? Apple has changed the design and concept of many of its products such as the iMac to keep up with the growing need for powerful and useful computers.


McDonalds have shops located at prime points in shopping malls and business districts.
The advertisements are bright and appeal to the young and families, with Happy Meals and other meals.
McDonalds use bright colours as the paint for walls.

Also, the meals are tasty and 'fast'.


 Nike is engaged in the design, development and worldwide marketing and selling of footwear, apparel, equipment, accessories and services. It is the world's leading supplier of athletic shoes and apparel and a major manufacturer of sports equipment.

Their shoes designs are trendy, thus attracting many buyers. Also, their advertisements and commercials are creative. 


BreadTalk has 38 retail outlets all over Singapore which makes it convenient  for customers to go to their shop. It has many different varieties of not only bread but other cakes and pastries. Their unique design that goes with the season attracts new customers.


Adidas has been enabling faster product creation and production by improving their infrastructure, processes and systems continuously to fulfill their customer's need. Adidas is also "flexible", in a way where they are able to meet their customer's needs, which is done by ensuring constant product availability in a variety of size and color.

Adidas has also taken the initiative to enhance their service towards customers by implementing efficient and effective processes. Steps are also taken for innovative or meaningful improvements every year.

Thursday, 10 January 2013

Good Article on Branding

Hi Everyone,

For your reading pleasure =)

Secrets of the 10 Most-Trusted Brands

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Branding's Big GunsThere's no better way to dissect the how-tos of branding than to dig deep into the companies everybody knows and trusts. To accomplish this,Entrepreneur teamed with The Values Institute at DGWB, a Santa Ana, Calif.-based think tank that focuses on brand relationships, on a consumer survey that explored the reasons some brands manage to stay on top.
What became clear: Though they may not have the biggest sales or market share in their categories, today's most trustworthy brands have created relationships with consumers through experiences that trigger a visceral response.
"We're seeing more of an emphasis on brands building emotional relationships with consumers because it's powerful and it works," says branding consultant Jim Stengel, former global marketing officer of Procter & Gamble and author of Grow: How Ideals Power Growth and Profit at the World's Greatest Companies. "When you do it, you have a much stronger affinity, a much stronger business, much stronger growth and much stronger results.
"When we looked at brands [at P&G] that had a very, very strong emotional benefit vs. our competition," Stengel adds, "our shares were much, much higher. And the margin of growth vs. our competitor was much higher than those that had just a functional superiority."
Here, a look at the tactics used by America's most trustworthy brands to connect with consumers--and ways you can put them to work for your business.
Photo courtesy of Amazon

1. Get personal: Amazon

The online retailer of, well, just about everything, ran away with the list, posting the highest scores not just in overall brand trust but in every individual trust value.
That's no surprise to Brad VanAuken, chief brand strategist for The Blake Project consultancy. He says Amazon's exceptional product accessibility, functionality and customer experience all converge to create a strong brand that consumers trust.
"With millions of products, 24/7 access, superior search and browse technology, user reviews and many other sources of in-depth product information, offers a superior purchase experience," VanAuken says.
He adds that the brand--with its low prices and free shipping on orders over a minimum total--is seen as offering value, while its one-click ordering and quick-shipping options help shoppers save time. Consumers also rely on Amazon to have all the products they're looking for, thanks to partnerships with other selling channels such as Partner Count merchandise.
While such a vast array of offerings could be perceived as impersonal, VanAuken says Amazon does an exemplary job of fostering relationships with consumers by helping them make decisions through recommendations of items based on past purchases, user reviews and ratings and suggested complementary purchases. Consumers also have many options for forging a personal bond with the brand, including user profiles, reviews and ratings, wish lists and Listmania lists for recommending favorite products.
"[Coca-Cola has] a deep and healthy respect for their past and for the people who have gone before them. They never forget why they started and where they came from, which means a lot to consumers." --Jim Stengel, branding consultant
Photo courtesy of Coca-Cola

2. Sell happiness: Coca-Cola

Ice-cold Sunshine. The Pause That Refreshes. Life Tastes Good. Since its inception, the promise of the world's largest beverage-maker has been to delight consumers. "Everything they do is inspired by this idea of, How do we promote, develop and create happiness?" author Stengel says. Coca-Cola pushes this message across all points of customer contact, from Facebook to its custom vending machines, which allow consumers to concoct their favorite combinations of flavors. "They take the ideas of spontaneity and delight and infuse [them] into everything," Stengel says.
Putting aside the '80s branding debacle that was New Coke, Stengel adds that the company backs up its focus on happiness with a consistently strong corporate identity based on longevity and heritage. "They have a deep and healthy respect for their past and for the people who have gone before them," he says. "They never forget why they started and where they came from, which means a lot to consumers."
That trust is evident among respondents to our survey, who did not give Coca-Cola a single negative remark.
Photo courtesy of FedEx

3. Live up to your promise: FedEx

With a straightforward passion for the task at hand, FedEx has created a strong corporate identity. Not surprisingly, the company received its strongest ratings in ability, specifically for being able to achieve what it promises and for the efficiency of its operations.
In addition to providing what is seen as a reliable service, the brand has engendered trust through initiatives such as its "We Understand" campaign, says Kari Blanchard, senior director of strategy in the New York office of FutureBrand. "They've elevated the brand by recognizing that it's not just about the logistics of moving packages and boxes," Blanchard says. "They appreciate that it's people's treasures, livelihoods and futures, and that the contents of those packages mean a lot to people."
To further deliver that message, FedEx engages with consumers through its personalized rewards program and by interacting on social media channels. "When you've already nailed attributes like trustworthiness and reliability--things that are essential to the business but don't exactly make you fall in love with a brand--that's where thinking of your customer as a person and not just a number becomes crucial," Blanchard says.
Apple uses its retail outlets to show, not tell, consumers its brand philosophy.
Photo courtesy of Apple

4. Keep it cool (and fun): Apple

What other company has the public and the press waiting breathlessly for each new product release? The bottom line is whatever that new Apple product is, consumers trust that it will be smart and sleek and that it will improve the way they communicate, work or spend their leisure time. What's more, they'll enjoy the experience of making the purchase.
While Apple has always been about creativity and expression, the brand has kicked up the emotional quotient by creating retail stores that foster a sense of collaboration and transparency between customers and sales staff. "They hire empathetic people, and they don't measure their sales associates on sales," Stengel says. He calls Apple's approach to its stores "the best retail endeavor in history. They really want people to come in and be inspired, build confidence and really feel better about themselves from the experience they had in the store."
Apple uses its retail outlets to show, not tell, consumers its brand philosophy, from the large tables, open spaces and walls of windows to its well-trained associates (Apple's biggest brand advocates), who are armed with handheld checkout scanners that enable shoppers to make purchases without having to stand in line.
Some sour bits: The brand got lower than average scores for a sense of connection to Apple's corporate side, as well as for the perception that the company doesn't value customers' business or reward them for their loyalty. Those sentiments may simply be the result of Apple focusing on its core functions.
"Steve Jobs just thought about what was right for the brand and the consumer," Stengel says. "That focus is part of the reason they've done such a good job of creating new categories and products that continue to distance themselves from their competitors."
Photo courtesy of Stephen Allen

5. Design an experience: Target

It's easy to forget that Target is a discount store. With its sleek, stylish ad campaigns and collaborations with high-end designers who create limited-edition merchandise that sends fashionistas into a frenzy, Target's public face often belies its mass-merchant status.
Further distinguishing it from its superstore brethren, Target consistently delivers an exceptional retail experience--from store design to merchandise selection to price and customer service.
"Target makes a real effort to provide an enjoyable shopper experience, but you still get quality merchandise at a good price," says branding consultant Rob Frankel. "As part of their brand persona, they make an effort to be warm and human, and that resonates with people and drives them to embrace it."
Thanks to easy-to-maneuver layouts and a consistent design, Target's retail outlets are easy and intuitive places to shop, giving customers confidence they will be able to find what they want, even on a vast selling floor. "It's not only more pleasant than their competitors; people actually enjoy being there," Frankel says.
Target customers also appreciate the brand's ability to design attractive yet affordable merchandise--most notably, an ever-changing array of trendy clothing and home accessories. "Target says [it's] going to give you a decent alternative that can hold up against more expensive fashion brands," Frankel says.
Customer service is friendly and consistent, as several survey respondents noted, from the way "cashiers look for people in line and direct them to a less crowded line," to the perceptions that "they always have enough employees in the store at one time" and that "their customers are considered guests."
Frankel says businesses should recognize that providing a warm, human experience will foster the kind of trust that lets them command higher margins, drive traffic and enjoy better brand perception than their competitors. "No matter what you sell, if you don't give people a reason to go, they're not going to figure it out by themselves, because price alone just doesn't do it," he says.
"Once you have developed a unique and compelling value proposition for your brand, repeat it again and again."
--Brad VanAuken, The Blake Project
Photo courtesy of Ford

6. Stay consistent: Ford

In an era when the only thing that seems certain is change, Ford's consistent branding has established the company as a beacon of reliability.
The Blake Project's VanAuken points out that from its simple, one-syllable name to its iconic logo and emphasis on founding father Henry Ford, the company's brand identity stands the test of time.
"Everyone knows and admires the Ford story," he says. "Of the three Detroit-based automakers, Ford has the most consistent brand, product strategy and execution."
Ford also listens to and acts on its customers' needs, VanAuken adds, noting that CEO Alan Mulally is actively involved in interacting with customers through social media.
Those attributes forge a strong connection: The brand ranked high for stability and dependability, and respondents gave it the strongest average ratings for concern, specifically for behaving responsibly and caring about the well-being of employees and customers. Several respondents cited Ford's refusal to take government bailout money as evidence of the company's integrity.
VanAuken emphasizes that consistency needs to reach all corners of any business. "Changing the logo, tag line and messaging on a frequent basis will ensure that nothing about your brand sticks in your intended customers' heads," he says. "Once you have developed a unique and compelling value proposition for your brand, repeat it again and again."
Photo courtesy of Nike

7. Can-do attitude: Nike

On its website, Nike declares its mission to "bring inspiration and innovation to every athlete in the world," adding, "If you have a body, you are an athlete."
It's that aspirational message and mainstream appeal that connects the athletic apparel company to consumers worldwide, according to branding consultant Kevin Lane Keller, professor of marketing at the Tuck School of Business at Dartmouth College. "Nike's always been extremely customer-focused, with a broad access point that makes the brand relevant to elite athletes as well as the everyday person," Keller says. "It's about self-empowerment and being your best, and the brand really does invite everyone to 'Just Do It.'"
Nike's constant product development, including introducing technologies such as Nike Air cushioning and Dri-Fit fabrics, is one of its biggest strengths, according to Keller, who says that consumers tend to equate innovation with expertise.
"When you're innovative, consumers are more trusting, because they think you really know what you're doing," he says. "Nike's first product was just the first step on this journey that's allowed them to completely transcend their roots as a quality running shoe to be everything athletic, all over the world, in all kinds of sports."
Keller says Nike gains trust points because celebrated co-founder Phil Knight is still involved with operations, a fact noted by one survey respondent who claimed to be "confident that [Knight's] company would always behave responsibly."
Notes Keller, "When the founder is still there, people respect the brand in a way that doesn't happen when the reins have been handed down over and over. Having his voice and persona still associated with the company keeps it closely connected to the consumer."
Creating connections through coffee: A Washington, D.C., Starbucks.
Creating connections through coffee: A Washington, D.C., Starbucks.
Photo courtesy of Starbucks/Andrew Gammarco

8. Forge connections: Starbucks

After suffering a slump a few years back, the world's leading specialty coffee retailer has perked up its business and its brand by getting back to its original promise of bringing people together. "Starbucks has gotten much more in touch with the reason they're here, and that's to help create connections," author Stengel says.
From the free Wi-Fi to the in-store music to the large tables with room for groups and meetings, the company's stores are designed to help customers interact. "Go into any Starbucks, and business is happening and people are sharing, and the company understands that," Stengel says. "Everything in there is about connection, discovery, inspiration and creation."
Startups would do well to note the company's innovative approach, which has enabled it to set the agenda in a category that has been around for centuries. "They carved out this dynamic niche with their brand and became very successful, and there's still nobody else like them," Stengel says.
The key, he says, is to thoroughly understand category norms and competitors' strategies, and determine how to direct those toward your advantage. "If you're an entrepreneur entering a category, maybe you can't set the agenda, but if you can redirect that agenda, that's how you win," he says. "If you're going to enter a category and be a 'me too,' don't bother."
Southwest Airlines
Although its operations and corporate culture are idiosyncratic, those differences support Southwest's central function.
Photo courtesy of Southwest Airlines

9. Serve up the quirky: Southwest Airlines

This low-cost carrier has consistently set its own route in the airline industry, creating a distinct personality through everything from open passenger seating to flight attendants who sing the safety demonstrations.
"Southwest has always been a very independent brand that's quick to break the norms of the airline industry," says Tim Calkins, clinical professor of marketing at Northwestern University's Kellogg School of Management. "From the seating assignments to the fact that it doesn't list in many of the big online reservation systems, it has always prided itself on being very different."
Calkins says much of Southwest's brand success comes from the fact that although its operations and corporate culture are idiosyncratic, those differences support the company's central function.
"Southwest has a fun, energetic corporate culture that's unique in the airline industry, but at the core they are a very proficient operation that gets travelers from point to point in an efficient, affordable manner," he says.
While the airline received low ratings for not sharing information on decision-making, those protective measures may be among the reasons it continues to thrive. Several of the big carriers have tried to follow Southwest's model with low-cost subsidiaries (think Delta's Song and United's Ted), but none have been able to maintain them.
"You can see what [Southwest] does--they fly one kind of airplane, they don't charge for baggage and they have friendly employees--so you'd think someone could replicate that, but they can't," Calkins says. "The magic of Southwest is that even though the brand has many unique elements, all of the different pieces work together to serve its customers in a unique way."
Photo courtesy of Nordstrom

10. Focus on the customer: Nordstrom

When mythic stories circulate about your company's awesome customer service, you know you're doing something right. That's the hallmark of this upscale department store, which is rumored to have once graciously accepted the return of a set of tires, even though the store has never sold tires.
"Nordstrom is all about the power of delivering exceptional customer service that goes above and beyond a typical service experience," Northwestern's Calkins says.
Nordstrom scored strongly among respondents for concern for the customer, as well as for the quality of the products in its nearly 230 stores. Attentive service--which includes a liberal return policy, e-mailing digital photos of new items to regular customers and sending thank-you notes after purchases--frees the Seattle-based retailer from having to focus on competitive pricing, which helps keeps profit margins higher.
"They don't pretend to have the lowest prices, but they don't have to," Calkins says. "When people go there they know they may pay a little more, but the service is so good that it makes it worthwhile."
Respondents criticized Nordstrom for not providing consumers with much information about its corporate decision-making policies, but Calkins contends that when building a brand identity, it's OK for your proposition to focus on one principal element, as long as you do it right.
"What makes this brand tick is the service experience, not the approach," he says. "Nordstrom has never focused on its company or its people; all of that positive energy is directed at the customer and the retail experience, and it's the secret to their success."
Cincinnati-based Paula Andruss has written for USA TodayWoman's Day and numerous marketing publications.
About the survey:The Values Institute, which conducted the study, identified five values that influence trust in a brand: ability (company performance); concern (care for consumers, employees and community); connection (sharing consumers' values); consistency (dependability of products/services); and sincerity (openness and honesty).
A total of 1,220 U.S. consumers were asked to rate each trust value on a five-point scale, from "very unimportant" to "very important." Additionally, five consumer perceptions were measured for each value; these included statements such as "They respond to feedback about their products and services," and "They value my business and reward me for the loyalty." Each respondent rated two randomly selected brands; those who felt strongly were also asked to provide individual comments. The result is the "Trust Index," a composite score that indicates the level of trust respondents had with each individual brand in relation to the other studied brands.
Read more stories about: AppleCoca-ColaAmazonBrandingBrands