Apex Pal branding efforts pays off

I came across this article from ST recruit yesterday (pls do not be distracted by the lady) and thought it is very interesting. It spells out the aspirations of Apex Pal to take its flagship brand Sakae Sushi to another level which is to make it the Mac Donald's of Sushi where kids always drag their parents for a snack or two. It has taken concrete steps to build its brand even with children!

The Sakae Sushi's Junior Club that it has set up aims to do just that, with a membership of over 3000 kids! For a mere $10 to join (paid by parents), kids get to go on educational trips to farms, Yakult factories and after these trips they get to enjoy a complimentary Bento lunch. They sure know to target the kids as it is the surest way to parents' pockets.

If you are interested to read, just copy this article down and read it.

Reviewing the results of Apex's branding efforts, it has won the Singapore Promising Brand Award (SPBA) in 5 Dec 2006 where the requirement is to have established a presence in at least five foreign markets and be either past winners of SPBA or SPBA heritage winners. This is alongside established brands such as the Axe medicated oil, Skylight (the abalone), and Breadtalk as well.