2012

Brand Audit: Old Chang Kee

LB-5302 Strategic Brand Management

By: Jujhar Singh Sidhu: 12667282 Sanjay Shenoy: 12667742 Disha Dubey: 12669376 Siddhartha Choudhary: 12667193

Brand Audit: Old Chang Kee 2012

Executive Summary
Starting a business with a curry puff, Old Chang Kee now has established itself as the leader in the local food providers market in Singapore. The usage of cost leadership is their basic strategy to combat competition with their immediate competitors. The ever flourishing food market in Singapore has had in numerous food chains opening up and closing yet Old Chang Kee has made its footprint all over since 1956 and has survived. This report explores the brand awareness along with comparison of their brand inventory for measuring brand equity of Old Chang Kee along with recommendations for Old Chang Kee for its future benefits. Online surveys and direct interviews were conducted to evaluate Old Chang Kees brand awareness, the level of quality satisfaction it provides, judgement, and brand-feel, brand image, and last but not the least the brand loyalty. Both Qualitative and Quantitative data analysis has been done to get information about the company as well as its customers. Customer based brand equity (CBBE) model and brand knowledge model were the theories used to evaluate brand equity. When we compared the brand exploration, it was evident that Old Chang Kee was leading in its brand awareness though its lacked in brand resonance. Old Chang Kee is quite strong when its connection comes with its customers and its quite ahead in brand inventory and awareness compared to its competitors. After the analysis, the report lays down marketing program and solutions for the challenges that Old Chang Kee faces today to improvise their customer loyalty and internal management consistency. Old Chang Kee needs to concentrate on its internal management of employees in their training. To conclude Old Chang Kee needs to strengthen its brand loyalty for its customers using more loyalty programs.

Brand Audit: Old Chang Kee 2012

Table of Content
Executive Summary ..................................................................................................... 1 Table of Content ........................................................................................................... 2 1. Introduction .................................................................................................................. 4 1.1. The journey for Old Chang Kee so far ................................................................. 4 1.2. SWOT Analysis .................................................................................................... 5 1.3. Porters Five Forces .............................................................................................. 5 2. Brand Inventory ........................................................................................................... 6 2.1. Old Chang Kee key points .................................................................................... 6 2.1.1. Stores ........................................................................................................... 6 2.2. Brand Element of Old Chang Kee ........................................................................ 7 2.3. Structure of Brand, Strategy and Roles ................................................................. 8 2.4. Market, Customer, Segmentation and Targeting of Old Chang Kee .................... 8 2.5. Creative & Content Strategy ................................................................................. 8 2.6. Positioning of Old Chang Kee .............................................................................. 9 2.7. Communities and Influencer-Old Chang Kee ....................................................... 10 3. Brand Exploratory ........................................................................................................ 11 3.1. Research Methodology ......................................................................................... 11 3.2. Primary Research .................................................................................................. 11 4. Analysis of Brand Exploratory..................................................................................... 14 4.1. Knowledge of Brand ............................................................................................. 14 4.2. Awareness of Brand .............................................................................................. 14 4.3.Personality List and Brand Image ......................................................................... 15 4.4.Evaluation of Association ..................................................................................... 15 4.5. Equity of Brand .................................................................................................... 16 4.6.Brand Feelings ...................................................................................................... 16 4.7.Brand Judgement................................................................................................... 16 4.8.Brand Significance ................................................................................................ 17 4.9.Value of Brand ...................................................................................................... 17 5. Recommendation and Conclusion................................................................................ 19 5.1.Recommendation .................................................................................................. 19 5.2.Brief Marketing Program and Future Development ............................................. 19
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Brand Audit: Old Chang Kee 2012 5.3.Conclusion ............................................................................................................ 20 6. References .................................................................................................................... 21

Brand Audit: Old Chang Kee 2012

1. Introduction
Old Chang Kee started their business with just a curry puff but today they are specialized manufacturer of hot savoury go to products all over Singapore with efficient distribution. Their mission is delivering better quality hot finger food at value for money pricing in a clean retail environment with friendly service. They promise to comply by: Inculcating traditional food recipes in a modernized customer oriented manner. Being consistent in delivering high quality meal and hot finger food standardized fashion. Delivering ready meals for its fast moving customers who are busy and always on the go to their workplace or institutions they are associated with. Triple Bottom Strategy is what they have implemented as their strategy of people, planet and profit by hiring older workers. (Mind Tools 2011)

1.1.

The Journey so far for Old Chang Kee (Major Points):

1956- Started off with Mr.Changs chicken curry puff 1986- Executive chairman,Mr.Han Keen Juan acquired the business 2004-Got an award from Lianhe Zaobao of SPBA (Singapore Promising Brand Award)

and was incorporated as Old Chang Kee Singapore Pte.Ltd. 2005-Got certification of Halal from MUIS 2007-Was awarded Lifelong Learner Award Corporate Category by Singapore workforce development Agency,Media corp. Radio 2007-Became the first SME to take Intellectual Property Management project and got certification for manufacturing Curry puffs with quality assurance by HACCP( Hazard analysis critical control point) 2008- Launching of the Pie Kia Shop and flagship restaurant in Chengdu,PRC

Brand Audit: Old Chang Kee 2012

1.2. SWOT Analysis

Streghts
Established local enterprise with distinct colour. Diverse customer foundation Located on mainstream locations with large footfall Creative brand name having significant wareness Fresh food delivery

Weakness
Fried food not an option for health conscious people Mobile eatery outlet not an option for elite class customer base One factory poduction Competitors pouring in reaady to go eatery.

SWOT
Opportunity
Attractive to tourists Better foundation to sink in South East Asian market Food and Beverage market is ever booming Busy Singaporeans prefer ready to go meals

Threats
Competition is cut throat with more varities To save pocket,customer may chose heavy meals than fried snacks Easily imitatable

1.3 PORTERS FIVE FORCES

Buyer Power: High

Price sensitiveness Volume of buying is less Brand awareness high

Supplier Power: Low

Switching supplier is easy Availability of large number of suppliers

Competitive Rivalry: High High competitive market Diversivied competitors

New Entrants: High

Easy to immitate Low barrier of entry Low capital requirement

Subtitute Products: High

Not for health concious customers No uniquiness in the product Switching cost is low

Brand Audit: Old Chang Kee 2012

2. Brand Inventory
2.1. Old Chang Kees Key Points Old Chang Kee takes advantage of the pre-buying experience of promotions, website, coupons, discounts, press releases and last but not the least word of mouth to draw in consumers. Promotions involve gift vouchers with "Passion Card" marketing, $1 Curry O' voucher to boost its grab-and-go portrayal. Partnering with Chingay Carnival helps it to maintain Old Chang Kee's heritage. Their Integrated marketing communications crucial message focuses on providing heritage with family theme in their brand. Old Chang Kee takes advantage of radio advertisement to build descriptive and yet persuasive marketing. Print-ads help inform consumers about new item or product and sales. Old Chang Kee sponsor events like Formula One and Zoukout on music The experience of shop visualization is a plus: IE: yellow-white easily accessible outlet in strategic areas. Consumer directly sees the point of purchase and the array of very hot and delicious snacks. Payment is processed by cash, NETS and EZ-link. To make the post purchase experience of consumers a better one, Old Chang Kee has the facility of consumer hotline and support email for enquiries and order. Their Website makes it possible for consumer feedbacks and also conducts a small survey (Davis, 2003). Old Chang Kee sells straight to the consumers from retail outlets thereby they are successful in reducing the distance between consumer and the brand itself.

2.1.1. Stores Outlets have minimalistic designs, predominant yellow furniture and in the background one can see the food show case to ensure and retain warmness. The signage displays the logo with bright LED lights. It maintains top notch cleanliness and hygiene when it comes to its food. t has been certified by the National Environment Agency Singapore and is certified as Halal from Majelis Ugama Islam. Certain outlets make use of the open kitchen concept even though most others are closed kitchen. Large portion of Old Chang Kee's revenue comes from take aways. Locations of the outlets are, convenient to reach by consumers, and are usually found in shopping malls, MRT stations and petrol stations. Old Chang Kee's employees' uniform is in sync with the brand colours. They are supposed to wear bright yellow cap accompanied with a light yellow Old Chang Keee shirt
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Brand Audit: Old Chang Kee 2012 and coupled with a pair of black trousers. They are culturally sensitive and they allow Muslim staff to wear appropriate attire. The kitchen staffs are to wear a yellow apron with Old Chang Kee logo at all times.

2.2. Brand Element of Old Chang Kee Old Chang Kee, this wonderful brand name was conceptualized by Chang Boo, an immigrant from the Hainan province, China, in the year 1956. It took Chang 17 years to open his second stall on Mackenzie road in the year 1973, close to Rex Cinema, which is where the legendary curry puffs of Old Chang Kee was christened as Rex curry puffs. They have maintained the brand consistency on their website also which can be found at (www.oldchangkee.com)

The logo used by Old Chang Kee is a portion of a curry puff again being consistent with the colour yellow also representing the fried products. The term "Since 1956" is mentioned to represent its heritage and history. The name is written both in Chinese and in English to represent its adaptability and is its trademark. In the year 2010, Old Chang Kee's slogan was: "The same Good old taste" which emphasizes on the consistency in its taste. Back in 1995,Old Chang Kee employed the tagline "Old Chang Kee - It's an even better puff since 1956", envisaging its superiority and expertise in making curry puffs. To ensure consistency in its colour, shape and taste Old Chang Kee implemented machine production. Old Chang Kee's take away bags not only ensures protection and an easy way to carry the things bought but also reminds the customers of the brand through its predominant logo website address and easily identifiable golden yellow colour.

Brand Audit: Old Chang Kee 2012 2.3. Structure of Brand, Strategy and Roles

Old Chang Kee is attributed to be one of the largest branding elements. Being a house of brands, Ten and Han trading, Old Chang Kee's parent company, owns several other brands falling under the same category under its umbrella but each of the brand tend to operate independently and have substantial autonomy. Strategically and structurally Old Chang Kee serves as a corporate brand, the flagship product being O's Family with the highest value followed by OnStik family and Feelin'in which serve the purpose of a strategic brand. Curry puff, is its signature product. Brand name role can be classified primarily as drivers, co-drivers, endorser, ingredient and sub-brand (Phillips & Hopelain, 2009). Old Chang Kee's name serves as the endorser; O's Family plays the role of a main driver having the highest value; OnStik and Feel'-in signifies and plays the role that of a co-driver,(Aaker, 2006).

2.4. Market, Customer, Segmentation and Targeting of Old Chang Kee

Old Chang Kee's products spreads it focus over all age groups, basically targeting consumers who are busy and on their feet most of their time. Their strategic locations give access to this market. During 2011-2012, Old Chang Kee witnessed its stock at its lowest selling price of S$ 0.225 in November 2011 and saw it rise up to S$0.390 in April of 2012 which represents the rising nature of Old Chang Kee's market profile. Given the competitiveness of the industry and aggravated price wars it is safe to say that Old Chang Kee's product life cycle is in its maturity stage. But Old Chang Kee is trying to differentiate itself from its competitors with adept socially responsible purchasing practice accompanied with high quality standards.

2.5. Creative & Content Strategy Old Chang Kee strives to differentiate itself by coming with creative product names and at the same time being culturally adaptable and sensitive. In 2005 they flagged off a print ad campaign with the Pregnant Curry puff" and introducing its twin products with the name: Sardine'O & Pepper'O. They also used the conventional direct mailing strategy to launch their delivery serviced during the Dragon New Year. Their pop up card campaign for this purpose called "Rich your doorstep" was successful in conveying both and excellent delivery system and promoting
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Brand Audit: Old Chang Kee 2012 wealth and prosperity for the Chinese New Year,(Orient design, 2008).This helped Old Chang Kee connect with its heritage and its consumers effectively.

2.6. Positioning of Old Chang Kee Old Chang Kee has striven hard to position itself as contemporary savory snacks and it has cushioned its image with the tag line "It's always a better puff". Based on this its main competitors are Polar puffs and cakes and 1A Crispy puffs. 1A was established in the year 1991 with 8 outlets employing 9 different fillings cocooned within its flagship crust (1acrispypuffs 2012). Polar was founded in 1926. They sell pastries and cakes and spread across 33 retails and about 60 take away centre usually placed at petrol stations and convenience stores.(polar puffs 2012). Old Chang Kee's map between Direct Competitor

9 8 7 6 5 4 3 2 1 0 Variety Heritage Price Availablity Polar Puffs & Cakes Old Chang Kee 1A Crispy Puffs

The Positioning maps primarily differentiate Old Chang Kee's, Polar and 1A crispy puff basically on the range of merchandise, culture, individuality and obviously the selling price. Polar with a higher heritage degree is Old Chang Kee's main direct competitor although Old Chang Kee lays emphasis on building more individuality and personality. The availability degree is derived from established retail outlets. In this particular section Old Chang Kee has a clear upper hand over Polar with more than 82 outlets across the island whereas Polar has

Brand Audit: Old Chang Kee 2012 only 39 outlets. In addition to his , Old Chang Kee's curry puff is the cheapest as compared to 1A's and Polar's. When it comes to indirect competition Old Chang Kee faces tough competition from local chicken sausages, Franks and Pratas. But Old Chang Kee manages to leverage on its POD with standardized preparation of food in order to deliver high quality food consistently.

2.7. Communities and Influencer-Old Chang Kee The primary influence for Old Chang Kee is word of mouth among previous clients. Their dominance and reputation in curry puff is supported by various websites on the internet, especially food forums. The decision making process among consumers in Singapore is highly influenced by the Chinese culture. This fact is proven by a research executed by Pervan & Lee (1998) which emphasizes the power of Asian parents in the decision making process, therefore can clearly be applied in the case of Old Chang Kee given its rich history and heritage. Old Chang Kee is also know to actively involve and promote itself in various events such as the If There're Seasons" in the year 2009. As mentioned earlier to attract a younger crowd it also represented and promoted itself in Zookout.

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Brand Audit: Old Chang Kee 2012

3. Brand Exploratory
3.1. Research Methodology The research is collected from 2 main research methodologies, primary research and secondary research i.e.: journal, published research, website, survey, and interview. The conclusions will be made from conclusions based on both quantitative and qualitative analysis. 3.2. Primary Research The first part of research that is quantitative research which was conducted by onlinesurvey website surveymonkey.com on 6thAugust201215thAugust2012 with total 23 responses. The survey is conducted for Old Chang Kee by asking questions regarding brand awareness, imagery, feeling, and performance. The survey results are mentioned below in the screenshot attached, it is clear from the survey that Polar is much older brand than Old Chang Kee but Old Chang Kees aggressive marketing and brand awareness has placed it on top of consumers mind.

Brand Awareness Ranking

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Brand Audit: Old Chang Kee 2012

The survey shows that Old Chang Kee is very popular brand in Singapore as it is readily available and affordable and with enough variety of food and consistent in every outlet.

Customer Consideration

Overall Old Chang Kee presentation is sustaining, and below chart proves that accessibility is highest with the best being their accessibility, and then followed by rest brand points
Overall Old Chang Kee's Performance
With 1 is very disappointing and 5 is very satisfying

Service Consumer Service Variety Of Food Packaging of Food Perception Price of Old Chang Kee products Convenience Quality of product Overall Service Old Chang Kee Show

3.45 3.09 3.54 3.12 3.16 3.53 3.87 3.54 3.67

Lowest

Highest

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Brand Audit: Old Chang Kee 2012 The judgment of brand is dependent on how people judge you and how they perceive you. Old Chang Kee is considered traditional brand and affordable brand which has maintained the tradition of giving good quality food. To reinforce this survey, we conducted an interview asking 6 people about Old Chang Kee and asking them question and having one on one interview,

A Permanent Resident 48 Years Old Male

B Singaporean 19 Years Old Male

C Singaporean 23 Years Old Female

D Singaporean 21 Years Old Male

E Tourist Pass Holder 32 Years Old Male

F Vitenam Student Pass Holder 20 Years Old Female

Never tried OCK Healthy food, and taste are top priority Food which is fried means unhealthy Outlet is simple but traditional Food products all interesting but sadly all fried Will try once with you Will try some other day liked chciken on stick

Loyal Customer Prioritize fast service and taste Loyal customer for more than 8 years It is fun you can munch and walk Traditional brand and maintainig values Loyal to the brand because easilily accessible and taste is good Just buy the foodd item and dont listen to all the news

Slightly Loyal Every boy's favourite food Many people think it is unhealthy but for us it is awesome Market leader: Biggest producer and distributoer of curry puffs island wide Heritage: Oldest brand in Singapore Excitement: It is crispy and affordable

Not Loyal Food is fried and it is unhelaty Market leader: Old Chang Kee is known to everyone but i have never tried it Valuable: The most outlets i knwon for any food company unhealthy food Old Chang Kee is a brand which represents Singapore but i will only eat when my body allows me to eat fried food

Loyal Customer Love Old Chang Kee, as whole family is hooked on to it Have grown up having eaten from Old Chang Kee Family has views that prices are rising and quality is decreasing Being a loyal customer i think that Old Chang Kee needs to improve their signature curry puffs quality

Visted once after survey Outlook is simple yet elgant Desing of outlet is good and catchy Curry puff is yummy and taste better than many avail around Popular in singapore as many people are having it Will try again when in Singapore , love the curry puff

Interview Result

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Brand Audit: Old Chang Kee 2012

4. Analysis of Brand Exploratory

CBBE Model is set of brand related associations held by consumer in memory (Keller, 1993). One of brand equity measurement is Customer Based Brand Equity Model (CBBE Model) (Keller, 2003). Aaker has stated in 1991 that brand equity has sought to include additional consumer constructs (brand loyalty, purchase intentions, and brand commitment) as part of conceptualization.

CBBE: Customer-Based Brand Equity Model

4.1. Knowledge of Brand The main portion of Brand Knowledge is Brand Equity; Brand Equity is divided into 5 parts, brand awareness, association, brand loyalty, perceived quality, and other proprietary brand assets. It can be further classified that Brand loyalty is an attachment which a consumer has towards a brand, the customers perception of overall quality of a product is termed as perceived quality, the ability of a consumer to recall a brand is called brand awareness, and anything linked to a brand is called an association of a brand.

4.1.1. Awareness of Brand Brand awareness is the first dimension of the entire brand knowledge when a customer is able to recall a brand name. Brand awareness is important for consumers for buying the product of that brand (Keller, 1998). Old Chang Kee has loads of consciousness and they know how to make tasty and fried with crispy and yellow curry puff with variety of other snacks, the other

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Brand Audit: Old Chang Kee 2012 point is that the location is very strategic for example near MRT and other popular malls and giving food at affordable prices. According to survey, Old Chang Kee has done pretty good in Brand Awareness survey conducted, the result shows that 82% of people surveyed thinks of Old Chang Kee when buying snacks. In addition some people put curry puff in first place followed by fried and crisp. The logo of Old Chang Kee is very popular and recognisable. The Chinese characters add that extra punch so that customers are more aware.

4.1.2. Personality List and Brand Image The five core dimension for brand personality is Excitement, Competence, Sincerity, Ruggedness and Sophistication. Old Chang Kee has always created a brand image or personality as the image has been maintained which shows heritage and family as the top priority. The image has been built upon family and friends experiences in the past. People also think Old Chang Kee as a brand which gives quick service, their packaging is also simple, which makes it easy to eat. In the interview question people said Old Chang Kee is a curry puff leader in Singapore.

4.1.3. Evaluation of Association Brand association is indirect and direct customer's memory which is linked to the brand (McLoughlin 2010). Old Chang Kee strong connotation to just grab the snack and eat on go occurred through its 5 main plus points IE: Packaging (simple packaging easy to eat), Product (fast service of snacks), merchandising (design of the outlets), staff (for fast yet effective service) and PR programs (partnering with Singapore in events). However, many people who were surveyed said that the staffs are not friendly, but appreciated the speed of delivery. When surveyed it was found that many outlets still have
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Brand Audit: Old Chang Kee 2012 2006 advertising posters at their shops which is bad for Old Chang Kee. The products are consistent but still there are some products which are not sold in all the stalls like chicken curry noodle and carbonated drinks. Outlets background are also not consistent as one putting Old Chang Kee Heritage name while some just put Old Chang Kee. With all this Old Chang Kees brand mission of friendliness failed to deliver. Old Chang Kee has gone Halal Certified, which is plus point for the company; it has increased the footfall at their outlets. Old Chang Kee has maintained steadiness by targeting all the cultures Island wide. This helps Old Chang Kee cover all sets of religion, genders, cast.

4.2. Equity of Brand Two methods were tried to check the brand equity for Old Chang Kee: survey and interview results and blind test. Blind test was taken out on two people when a curry puff was given without telling them which brand they belong to both consumers when tasted the curry puff they said it is tasty must be Old Chang Kee. It was not the taste but they recognised it through its shape and colour of the puff, so it is clear that Old Chang Kee has brand equity.

4.2.1. Brand Feelings Consumers feel that Old Chang Kee is the brand that satisfies their hunger when they are on a go they just grab and eat. Consumers feel that best part of Old Chang Kee is its accessibility, it is available literally everywhere in Singapore. Hence, Old Chang Kee has created social approval that people can relate to and feel for the brand.

4.2.2. Brand Judgement Old Chang Kees products are consistent from a long time and this is a plus point, they introduce new products but keep their previous products consistent, the quality of the product remain the same. Old Chang Kee has developed a plan to realise the value of their brand even more than they are doing it now, while protecting their property (IPOS, 2007).

Old Chang Kee research and development team insures that all the products are well cooked and well blended with their sauces. The survey conducted shows that consumers are happy with Old Chang Kee and are loyal to Old Chang Kee because of availability and taste. 65% of people agreed that Old Chang Kee provides high quality food products. As mentioned earlier

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Brand Audit: Old Chang Kee 2012 the quality of curry puff has diminished in time. Old Chang Kee has to improve if they have to maintain their image. In other things Old Chang Kee will be recommended by 73% of people, which shows that Old Chang Kee is a brand which people are satisfied with. Old Chang Kee might not be different but it has enough customer support.

4.2.3. Brand Significance The survey has showed that 30% people are loyal to Old Chang Kee. The interview with a loyal customer for 8 years that taste is the same all these years and it is fast, you pick and go. It shows that Old Chang Kee has created an attachment with the customers and they are ready to come back again for the products.

Old Chang Kees CBBE Model

4.3. Value of Brand The brand value of Old Chang Kee is always increasing and the management is doing the best to maintain and increase the value of Old Chang Kee. The revenue has increased from S$55.7 million in 2010 to S$76.5 till March 2012. The brand value is also based on their total expenditure and the profit they had after that. The sales cost increased from S$22.3 million in
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Brand Audit: Old Chang Kee 2012 2010 to S$30.5 million in 2011, this has happened due to increase in number of stores, and the higher amount of revenue Old Chang Kee got (Old Chang Kee annual report, 2012). The best news for Old Chang Kee was that the advertisement budgets decreased from 2.4% in 2010 to 0.6% in 2012. The above figures shows that Old Chang Kee is a brand with good value and enough juice for a long run.

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Brand Audit: Old Chang Kee 2012

5. Recommendation and Conclusion

5.1. Recommendation Some recommendations which have been put up by us for the management to enhance brand equity in future are 1. Old Chang Kee must train their staff at their outlets to be more friendly and soft spoken so that they can meet the mission of the brand. 2. Old Chang Kee must renovate their outlets which are old fashioned so that they can move ahead and maintain a same image all over Singapore; outlets in places like Far East Plaza should be the first to be renovated. 3. Management should also focus on improving the standards of cleanliness in Old Chang Kee so that they can rebuild their brand image in that field also. 4. Old Chang Kee should add more features on their website like recommendations, offers around different outlets in Singapore.

Old Chang Kee should develop competitive advantage to sustain in long term. Loyalty programs should be introduced so that Old Chang Kee could relate to consumers more and maintain a brand image.

5.2. Brief Marketing Program and Future Development Old Chang Kees parent company, Ten & Han Trading has expanded their brand and expanded their horizons so Old Chang Kee does not need to create any extension. Old Chang Kee should focus on consistent program for marketing their products so that customers can relate more and they should introduce some loyalty programs like many other outlets in Singapore are doing it, 3 times u purchase at 4th purchase two fried and crispy free, it will help them to gain more customers and improve their image even more.

Like McDonalds, Old Chang Kee must create some special food items for a limited time and attract more customers so that they can try that product and hooked on to Old Chang Kee. They should also try to introduce some things for children as buy some value of products and get a toy, this should not only attract children but also their parents. Old Chang Kee should focus on innovative products for future.

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Brand Audit: Old Chang Kee 2012 Social media in todays world is a powerful toll and Old Chang Kee should capitalize on this and build their brand equity, they could do this by creating some innovative quizzes and some history lessons or some fun games. Doing this will improve their image a lot and will help them to create the image of Old Chang Kee as a fun and every engaging brand in Singapore.

5.3. Conclusion On the above Based on debate it is clear that Old Chang Kee is a brand which everyone recognizes and has built them to be recognized. Old Chang Kee must use specific touch points and must use other social media to deliver what they have to say and to promote their heritage image, although 88% people think that Old Chang Kee is a heritage brand with warmth felling and touch of modern era. Old Chang Kee has discrepancy in its designing of Outlets, employee behavior and cleanliness. It is hard to manage 82 outlets but Old Chang Kee is doing it; they should now be consistent in every outlet so that their brand image is not hampered. At last Old Chang Kee must create steady brand image around Singapore keeping in mind their employees and outlets and creating an equal and sustainable image. Old Chang Kee has the tools to convert brand image to brand relationship.

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Brand Audit: Old Chang Kee 2012

6. References
Aaker, D. A. (1991). Managing Brand Equity. New York: Free Press Aaker, D. A. (2006). Building Strong Brand. Great Britain: Simon & Schuster AAker.(2003, june 23). Brand personality. Retrieved from http://www.valuebasedmanagement.net/methods_aaker_brand_personality_framewor k.html Brand audit. (2012, january 12). Retrieved from http://vwmarketingsolutions.ca/wp../BrandAudit-Template-V1.12.doc Davis, S & Longoria, T. (2003). Harmonizing Your Touch Points'. Brand Packaging. 1-4 Edwards, H. & Day, D. (2005). Creating Passion Brands: Getting to the Heart of Branding. UK: Kogan Page Instead. (2004). Note on Brand Audit: How to Measure Brand Awareness, Brand Image, Brand Equity and Brand Value. Retrieved from:

http://faculty.insead.edu/chandon/personal_page/documents/casenote_brand%20audit-inspection%20copy.pdf Importance of brand awareness. (2008, March 14). Retrieved from http://www.mnmk.ro/documents/2009/10_Moisescu_FFF.pdf Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, 57(1), 1-22. Keller, K. L. (2001). Building Customer-Based Brand Equity: A Blueprint for Creating Strong Brands. USA: MSI. Retrieved from: http://mktg.uni-

svishtov.bg/ivm/resources/customerbasedbrandequitymodel.pdf Keller, K. L. (2003). Brand Synthesis: The Multidimensionality of Brand Knowledge. Journal of Consumer Research, 29 (4), 595-600. McLoughlin, D. (2010). Strategic Market Management: Global Perspective. UK: John Wiley & Sons Phillips, C. & Hopelain, J. (2009). Brand Architecture: Retrieved from: http://www.brandamplitude.com/perspectives/toolkits?task=callelement&format=raw &item_id=206&element=61fb63d0-acd7-4578-9744e0d88150b9f8&method=download

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Brand Audit: Old Chang Kee 2012 Schmitt, B. H. & Pan, Y. (1994). Managing Corporate and Brand identities in the AsiaPacific Region. California Management Review, 36(4),32-48

temasektimes. (2012, March 06). We have apologized twice to the customer for the cockroach curry puff. Retrieved from http://temasektimes.wordpress.com/2012/03/06/old-chang-kee-we-have-apologizedtwice-to-the-customer-for-the-cockroach-curry-puff/

The triple bottom line. (2011, april 10). Retrieved from http://www.mindtools.com/pages/article/newSTR_79.htm

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