Jia Wang

This paper examines the brand strategies of Tiong Bahru Bakery and Ya Kun Kaya Toast, focusing on their unique market positioning, competitive challenges, and proposed strategies for growth of Tiong Bahru Bakery. Leveraging both qualitative and quantitative methods, this study provides actionable insights into enhancing brand recognition, cultural experience delivery, and adaptation to market changes. The findings underscore the importance of innovation and strategic brand management.

Brand Strategy; Tiong Bahru Bakery; Ya Kun Kaya Toast; Cultural Experience; Market Trends; Digital Brand Management

[1] Tiong Bahru Bakery(2020)About,Tiong Bahru Bakery-Best French Bakery in Singapore.Available at:https://www.tiongbahrubakery.com/about/(Accessed:14 April 2024). [2] Ya Kun Kaya Toast(2024)Ya Kun Kaya Toast,Yakun.Available at:http://yakun.com/(Accessed:14 April 2024). [3] Comma(2023)Singaporean branding for Global Bakery and Coffee Market Readiness:Tiong Bahru Bakery, Labbrand.Available at:https://www.labbrand.com/work/singaporean-branding-for-global-bakery-and-coffee-marketreadiness-tiong-bahru-bakery.html(Accessed:14 April 2024). [4] Hecht,A.A.et al.(2020)Influence of food and beverage companies on retailer Marketing Strategies and Consumer Behavior,MDPI.Available at:https://www.mdpi.com/1660-4601/17/20/7381(Accessed:14 April 2024). [5] Willing,R.and Michel,G.(2020)The art of successful brand collaborations:Partnerships with artists,Taylor& Francis.Available at:https://www.taylorfrancis.com/books/mono/10.4324/9781351014472/art-successful-brand- collaborations-g%C3%A9raldine-michel-reine-willing(Accessed:15 April 2024).

点击下载PDF