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Can brands help SMEs stand firm in adversity?

Yes indeed, but regarding a brand as "window dressing" won't do

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Brands such as Osim have gone on to grow despite market downturns. The successful brand is differentiated as a brand and not just in terms of product or service. The whole customer experience and brand promise is distinctive and therefore cannot be replaced by another brand offering the same product or service.

THE Singapore Business Federation recently announced that the business outlook among Small Medium Enterprises (SMEs) has fallen to a three-year low, reflecting the uncertainty in the global economy and the local business environment.

While business sentiments remain muted in the current

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