Wednesday, 9 January 2013

Branding: Question 1.

‘How has your selected brand evolved its products to understand its customers?’
Please include: 
a) Link to a photo
b) Who?
c) What?
d) How has it evolved? 

Deadline: Tuesday, 15th Jan, 12 midnight


  1. 1. I select the brand 'Apple'.


    b) Steve Wozniak and Steve Jobs create the company.

    c) Apple believes in 'the crazy ones', simplicity and basically everything opposite of what a company would do.

    d) It's brand image has evolved from Newton sitting below an apple tree to a rainbow apple to a white glossy apple logo.
    The brand itself has evolved from making everything to making computers and phones.

    1. Ding Wen,

      The sentence: "The brand itself has evolved from making everything to making computers and phones" is very vague. Could you elaborate as to which products they started off with? And perhaps the year that the company was founded? Thanks.

  2. a)

    b) Brand- Swee Heng Bakery

    c) What? - A well-known bakery in Singapore founded by Mr Ng Chai Huat and his family

    d) How has it evolved? - It was a small shop at Yu Hua village located at Jurong East in 1989, operating with just 5 staff members.
    Now Swee Heng has 20 outlets spread over the island with a manpower strength of about 200 workers and a 15000sqft factory located at 24 Senoko Crescent that operates around the clock.

  3. a)
    b) Samsung
    c) World's third largest mobile phone manufacturer
    d) From a phone which has the typical number pad and big in size, Samsung has evolved a lot to its current latest smartphone, the Samsung Galaxy S3. Samsung Galaxy S3 is slim, compact, lightweight, touch screen as compared to the first phone Samsung had launched. It is much more user-friendly as compared to the first phone Samsung launched.

  4. Good job, 2/7. I'll be expecting the rest of you to post your answers over the next few days.

  5. a)

    b) Jean Baptiste August Kessler and Henri Deterding

    c) It is the biggest company in the world in terms of revenue

    d) It was created through the merger of two companies. In the 20th Century, it was a largely driven by the need to compete globally with the then dominant American petroleum company, and as a strategy to face the challenges brought by the crisis of 1907. The terms of the merger gave 60% ownership of the new Group to the Dutch arm and 40% to the British. Then in the 21st Century it was announced that the Shell group would move on to a single capital. and from there it became the biggest company in the world in terms of revenue

  6. a)

    McDonald's (Opened by Dick and Mac McDonald, founded by Ray Kroc)

    One of the top fast-food chains in the world.

    d) How has it evolved?
    It started off as a small food stand in California where hamburgers were ten cents, and all-you-can-drink orange juice was five cents. Gradually, they re-established their menu and improved their efficiency. Not long after, McDonalds made it to the list of the top fast-food chains in the world. Recently, they unveiled plans to improve the nutrition of their menu, much to the delight of their customers. By 2015, McDonalds says it will reduce the sodium count by an average of 15 percent across menus nationwide.

  7. a) I have chosen Electronic Arts. The link is:
    b) The founder of Electronic Arts was Trip Hawkins.
    c) It is the world's third largest gaming company after Nintendo and Activision Blizzard.
    d) The company started to create games in-house in the late 1980s and began to support some gaming consoles ny the 1990s. They soon grew thanks to the acquisition of several successful and renowned developers. By 2000, they were the world's third largest game company. Future plans of theirs would incude the continuation of successful game series like FIFA and Black Ops.

  8. a),r:7,s:0,i:152&tx=101&ty=50

    b) EVGA Corporation

    c)EVGA Corporation is a company that produces NVIDIA based consumer computer hardware, as well as Intel based motherboards and known for top notch customer service.

    d)EVGA was founded on July 16 1999 when it only sold VGAs. It evolved with technology and are now selling motherboards, USB and PSUs.

  9. a),r:2,s:0,i:84

    b) Bread Talk

    c) Bread Talk is a well-known, home-grown company that sells buns and other confectioneries.

    d) Bread Talk started out as a bakery in 2000 in Singapore and did not have a wide range of products then. Now, it has outlets in over 6 countries and has products which vary widely in the different seasons.

  10. (a)

    (b) Coca-Cola

    (c) Coca-Cola is a carbonated soft drink sold in stores, restaurants and vending machines in more than 200 countries. Based on Interbrand's best global brand 2011, Coca-Cola was the world's most valuable brand.

    (d) The prototype Coca-Cola recipe was formulated at the Eagle Drug and Chemical Company, a drugstore in Columbus, Georgia, by John Pemberton, originally as a cocoa wine. It was initially sold as a patent medicine for five cent a glass at soda fountains, which were popular in the United States at the time due to the belief that carbonated water was good for health. Nowadays, Coca-Cola is known around the globe and is drank worldwide

  11. (a)
    (b) Steve Jobs, Steve Wozniak and Ronald Wayne
    (c) Apple Industries is a company that changed the way computers work. From the Original Macintosh to the iMacs of today, they have revolutionised the entire computer industry. They have also redesigned the phone and put a thousand songs in your pocket.
    (d) It has evolved from a small company set up by Steve Jobs, Steve Wozniak and Ronald Wayne to a company that redesigned the phone, the pc and the tablet. It has changed from a small inspiring company to an entire international industry around the globe. It's logo has changed from a rainbow apple to a chrome-like logo.
    Products wise, Apple has changed everything as well.
    From the Newton to the iPad
    From the iPhone 3GS to the iPhone 5.
    From the iPad to the iPad Mini
    From the iPod to the iPod Touch
    Apple has revolutionised the entire market.

  12. I have chosen Rheinmetall Defence AG as the company

    (b) Heinrich Ehrhardt, the entrepreneur behind the start of Rheinmetall
    (c) Rheinmetall Defence AG is a company that shaped defence technology
    (d) Rheinmetall started in 1889 as a company manufacturing ammunition for the German Army. Within years, the company's attained several patents for its metal-forging techniques, resulting in many eager customers wanting to use its products. By 1896, they have developed the first fieldworthy recoiling cannon, an outstanding engineering feat of that time. Since the mid 1930s, Rheinmetall-Borsig AG — as was true of many other industrial enterprises at the time — has been developing and manufacturing weapons and ammunition on behalf of the Reich War Ministry. These range from machineguns, automatic cannon and antitank guns to "Minenwerfer" mortars, field howitzers, antiaircraft artillery and railway guns, all constantly adapting to greater needs of heavier weapons as technology progresses.

    Now, Rheinmetall is one of the biggest military contractors worldwide. It upholds the standard of German military machines. One of the best MBTs, the Leopard 2, which Singapore fields, the PzH 200, one of the most advanced self-propelled artillery systems are jointly developed with another contractor, KMW. Rheinmetall also manufacture a wide range of weapons systems, advanced ammunition, vehicles, electro-optic, communication systems as well as aerial systems, constantly adapting its products for the needs of 21st century warfare.

  13. a)

    b) The summer of 1898, as usual, was hot and humid in New Bern, North Carolina. So a young pharmacist named Caleb Bradham began experimenting with combinations of spices, juices, and syrups trying to create a refreshing new drink to serve his customers. He succeeded beyond all expectations because he invented the beverage known around the world as Pepsi-Cola.

    c) Created and developed in 1893 and introduced as Brad's Drink, it was renamed as Pepsi-Cola on August 28, 1898, then to Pepsi in 1961.

    d) In 1902, he launched the Pepsi-Cola Company in the back room of his pharmacy, and applied to the U.S. Patent Office for a trademark. At first, he mixed the syrup himself and sold it exclusively through soda fountains. But soon Caleb recognized that a greater opportunity existed to bottle Pepsi so that people could drink it anywhere.

    The business began to grow, and on June 16, 1903, "Pepsi-Cola" was officially registered with the U.S. Patent Office. That year, Caleb sold 7,968 gallons of syrup. Pepsi-Cola enjoyed 17 unbroken years of success.

    Then came World War I, and the cost of doing business increased drastically. Sugar prices see sawed between record highs and disastrous lows, and so did the price of producing Pepsi-Cola. The company was once bankrupted.

    Pepsi was sold to another company and the company grew. He started to advertise with different celebrities and new slogans. The packaging of the drink changed too.

    Pepsi now sells about 900 million cans and bottles of Pepsi every year.

  14. a)

    b) Subway by Fred DeLuca and Peter Buck

    c) An American restaurant franchise that primarily sells submarine sandwiches called Subs and salads. Not to forget, cookies.

    d) From a $1000 "Pete's Super Submarines" in Bridgeport, Connecticut to one of the fastest growing franchises in the world with 37,881 restaurants in 98 countries, the largest single-brand restaurant chain globally and the second largest restaurant operator globally.

  15. I have chosen Nintendo as the brand.

    b) Nintendo Co. Ltd was founded by Fusajiro Yamauchi and its current company president is Satoru Iwata.

    c) Nintendo Co. Ltd is a multinational consumer electronics company whose headquarters are at Tokyo, Japan. It is, by revenue, the world's largest video game company.

    d) Nintendo was founded on September 23 1889 as Nintendo Playing card Co. Ltd (Nintendo Koppai). It has evolved from a company in Japan which produced handmade hanafuda cards into a multinational consumer electronics company. Its products have changed from the cards to video game consoles and video games. The video game consoles are being constantly improved on. For example, the Nintendo 3DS and Nintendo DS have far better graphics, sound, etc. than the Color Tv Game video game consoles.

  16. I have chosen FedEx for the brand


    b) Who- Frederick Wallace Smith the is the founder, chairman, president, and CEO of FedEx, originally known as Federal Express.

    c) What- The first overnight express delivery company in the world, the largest in the United States and the world. The world's largest express transportation company.

    d) it has evolved from Kinko's Copies into FedEx Office over the past 38 years to reflect and meet changes in customer needs and expectations and evolution of technology. They have expanded worldwide to meet people's need and so that they can help people send their percels everywhere and increased their mode of transportation to speed up the delivary process through new technology.

  17. I have chosen Nike as the brand


    b)The company was founded on January 25, 1964 as Blue Ribbon Sports by Bill Bowerman and Phil Knight

    c)The brand alone is valued at $10.7 Billion making it the most valuable brand among sports businesses.

    d)The company initially operated as a distributor for Japanese shoe maker Onitsuka Tiger (now ASICS), making most sales at track meets out of Knight's automobile.In 1966, BRS opened its first retail store, located at 3107 Pico Boulevard in Santa Monica, California. By 1971, the relationship between BRS and Onitsuka Tiger was nearing an end. BRS prepared to launch its own line of footwear, which would bear the Swoosh newly designed by Carolyn Davidson. The Swoosh was first used by Nike on June 18, 1971, and was registered with the U.S. Patent and Trademark Office on January 22, 1974.Together, Nike and Wieden Kennedy have created many print and television advertisements, and Wieden Kennedy remains Nike's primary ad agency. It was agency co-founder Dan Wieden who coined the now-famous slogan "Just Do It" for a 1988 Nike ad campaign, which was chosen by Advertising Age as one of the top five ad slogans of the 20th century and enshrined in the Smithsonian Institution. Walt Stack was featured in Nike's first "Just Do It" advertisement, which debuted on July 1, 1988. Wieden credits the inspiration for the slogan to "Let’s do it," the last words spoken by Gary Gilmore before he was executed.
    Throughout the 1980s, Nike expanded its product line to encompass many sports and regions throughout the world.

    Credits- Wikipedia

  18. I have chosen Sega for the brand.


    b)Who- Raymond Lemaire and Richard Stewart moved the company Service Games to Tokyo which later became Sega corporation.

    c)What- A multinational video game software development company.

    d)The company started as making coin operated games such as slot machines. It began to make video game consoles in 1982 but became a third-party software developer later.

  19. a) The company i have chosen is Li Ning

    b) It is founded in 1990 by a gymnast.

    c) This company sells sports apparels ranging from badminton to sports shoes.

    d) The company was founded in 1990 by Li Ning, a gymnast. In 2005, the company was given a 50 year right for distributing AIGLE's products all over china. In 2006, the company posted revenues of $418 million and earned$39 million profit. January 2010 marks the opening of the first Li Ning store in United States in Portland, Oregon.

  20. I have chosen Sega for the brand.


    b)Who- Raymond Lemaire and Richard Stewart moved the company Service Games to Tokyo which later became Sega corporation.

    c)What- A multinational video game software development company.

    d)The company started as making coin operated games such as slot machines. It began to make video game consoles in 1982 but became a third-party software developer later.

  21. S207, there are a few of you who have not done your homework: Brandi, Claudia, Tuan Jin, Timothy, Zi yue and Joel. Please ensure its done by 10.15am today.

  22. This comment has been removed by the author.

  23. I have chosen Apple as the brand and iPhone as the product:


    Who: Jonathan Ive and his team

    How: From a phone (iPhone 2G, AKA First-Generation) that was just meant to surf the Internet, send text messages, make calls, the iPhone evolved into not only a huge business opportunity (App Store), but also a highly portable gaming console, video & music player and finally, a device that could do most of what a desktop computer can do.

  24. a) The brand I have chosen is adidas
    c) Who: Adolf and Dassler
    d) On 18 August 1949, adidas was registered as a company, named after its founder: 'Adi' from Adolf and 'Das' from Dassler. In 1954, The 'Miracle of Bern' Germany battle Hungary with a competitive advantage. They are wearing adidas soccer boots which for the first time feature removable studs. In the 1960s, driven by a desire to help all athletes committed to performance, adidas manufactures equipment for what some consider "fringe sports". Unconventional high jumper Dick Fosbury launches himself up and over in adidas footwear.
    In the 1970s, crowning moment: Franz Beckenbauer, the "Kaiser", raising the World Cup in victory salute. Germany had just beaten Holland 2-1 in the 1974 final. After Adi Dassler's death, Adi's wife Käthe, his son Horst, and his daughters carry on the business. Under the CEO Robert Louis-Dreyfus, adidas is moving from being a manufacturing and sales based company to a marketing company. Flotation of the company on the Frankfurt and Paris Stock Exchange. Adidas equips 6,000 Olympic athletes from 33 countries.

  25. The brand I have chosen is F&N.


    Who and What: F&N was initially founded by John Fraser and David Chalmers Neave to produce and sell aerated and carbonated drinks.

    How: F&N started out as a small company who simply produced aerated drinks. Over the years, they secured the franchise for other drinks, such as coca cola and 7Up. In their later years, they produced 100 plus, which was marked the no.1 isotonic drink in Malaysia. They also then introduced F&N Seasons to their range of products. Today, F&N is one of the primary distributors of carbonated drinks in Malaysia and Singapore.