Assignment One

For Assignment 1, we first researched into The Coffee Bean & Tea Leaf (CBTL)’s origins and the thought processes behind the brand. We then assessed CBTL’s overall and localized business strategy alongside their 2 main competitors and their brand positioning. Next, we generated a word association map for the brand based on top-of-mind associations and analyzed CBTL’s current standing in the CBBE pyramid.

For the purpose of this project, we will be focusing our analysis on the local market (Singapore) of CBTL.



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