Brand Image

In order to tap into the STRENGTH, FAVOURABILITY and UNIQUENESS of brand associations, we asked our survey respondents to answer the following three questions:

“To what extent do you feel the following product characteristics are descriptive of Hang Ten?”

“How good or bad is it for Hang Ten to have the following product characteristics?”

“How unique is Hang Ten in terms of the following product characteristics?”

There were 7 attributes that our respondents had to rate - Trendy Designs, Quality of Apparels, Value for Money, Comfort of Apparels, Brand Reputation, Variety of Apparels and Convenience of Outlet Locations. 

If you have taken our survey (thanks!) you would have seen these questions. We hope you did not have too hard a time answering them!

Out of 40 respondents, the highest rated attribute that Hang Ten is strongest in is its convenience of outlet locations around Singapore. The second and third rated attribute are value for money and comfort of apparels. This shows that Hang Ten is quite successful in establishing its Points of Parity with its competitors.

However, trendy designs and variety of apparels were rated last as Hang Ten’s strengths. This clearly indicates a problem segment that needs to be addressed.

As for rating the brand attributes based on favourability - "how good will it be for Hang Ten to have these attributes", we see that respondents predictably gave high scores to all the attributes. Of them, trendy designs and comfort were the highest rated. Respondents were not so concerned about brand reputation and variety of apparels.

Finally, the factors that made Hang Ten stand out in its uniqueness are its value for money offerings and the convenience of outlets location. Once again, trendy designs and variety of apparels were rated last.

From the brand association results, we have identified areas where Hang Ten are strong in, and especially weak areas that have to be addressed. In particular, there is a mismatch between consumers’ expectations of trendy designs (evident in the Favourability result) and what Hang Ten offers; a gap that our team should address to build brand equity.