Branding

According to AMA, A brand is a customer experience represented by a collection of images and ideas; often, it refers to a symbol such as a name, logo, slogan, and design scheme. Brand recognition and other reactions are created by the accumulation of experiences with the specific product or service, both directly relating to its use, and through the influence of advertising, design, and media commentary.

Creating a compelling, well-differentiated brand position requires a keen understanding of consumer needs and wants, company capabilities and competitive actions.

MTR as a brand promises purity, taste, heritage and vegetarian food with no preservatives.

MTR has always stayed at the top of the heap, despite tough competition because of the values it delivers, the loyalty it commands and the price, despite the superior quality.

These differentiators, specially that of a heritage brand and taste have always worked in MTR's favour. It has been constantly innovating, courtesy its research Lab, and bringing out new products and variants like the recent RTE rice meals.