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BRAND MANAGEMENT

For any organization, creating a brand identity is very important. According to Mao et al (2020), brand identity refers to the way in which the business or the organization wishes its customers to think of it.

The brand image determines the current view of the customers about a brand. The brand identity and image are directly related to the perception of the customers regarding a specific brand. Brand personality includes the set of human attributes or personality traits that are associated with a specific brand.

For a brand like SG Power Gold to succeed and sustain itself in the market, it should focus on the STP (segmentation, targeting, and positioning) framework.

This report’s objective is to develop a brand management plan for our SG Power Gold brand. As Singapore’s population ages and more than one in four Singaporeans will be 65 or older by 2030, there is a growing need for health supplements, and Singaporeans are becoming more health-conscious and learning to age actively.

Our primary objective is to build the brand in Singapore and the Southeast Asia area, with a preliminary examination of the Malaysian market.

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