EVALUATION OF BRAND NAMEA brand is a combination of name, term, sign, symbol and design intended to identify the goods or services of one seller, which helps him/her to differentiate from those of competitors (Kotler 2006, 269). Subway is first known as Pete's Super Submarine in 1965. The name was shortened to Subway and it is also then, the first franchised unit was opened in 1974 in Connecticut (Subway 2008). Perhaps, the founder of subway - Fred DeLuca and Dr. Peter Buck - realized the importance of developing a good brand name. There are several desirable qualities for a brand name. It should (i) suggest about the product's benefits and qualities, (ii) be easy to pronounce, recognize and remember, and (iii) distinctive.
Subway has fulfilled all these qualities. Its slogan 'Eat Fresh" suggests the freshness of the ingredients used for the submarine sandwiches. Also, as Subway offers a wide assortment of products like sandwiches, salads, cookies, potato chips etc, making every visit a fresh one for its consumers.
The colour green and the use of tomatoes in the logo symbolize the healthier aspect of Subway's food products. Subway has a high degree of brand awareness; consumers are able to associate Subway with its submarine sandwiches that are filled with fresh vegetables. The brand name is not offensive; it did not create any inappropriate excitement like French Connection's provocative slogan - FCUK, which has resulted in many controversies in countries including Singapore. Brand name is very important as a good one can add greatly to a product's success (Kotler 2006, 273).
SUBWAY'S OVERALL STRENGTHS AND WEAKNESSESStrengthsSubway has successfully market itself as a healthier alternative to traditional greasy fast food. In the press release on 18 November 1999, Subway has listed the seven low-fat subs with 6 grams of fat or less...