Tour and travel company Apple Vacations says its brand is its reputation

Recognised: Apple Vacations & Conventions Sdn Bhd group managing director Datuk Sri Lee Ee Hoe (left) receiving the Silver award under the ‘Best Brand’ category from Star Publications (M) Bhd chairman Datuk Fu Ah Kiow (centre) and Minister in the Prime Minister’s Department Datuk Dr Wee Ka Siong at The Star Business Awards (SOBA) 2014.

Branding is essential to a business. And branding goes beyond just fancy logos and clever taglines.

Some describe a brand as an impression of what clients think of when they hear the brand name.