Subway has fulfilled all these qualities. Its slogan 'Eat Fresh" suggests the freshness of the ingredients used for the submarine sandwiches. Also, as Subway offers a wide assortment of products like sandwiches, salads, cookies, potato chips etc, making every visit a fresh one for its consumers. The colour green and the use of tomatoes in the logo symbolize the healthier aspect of Subway's food products. Subway has a high degree of brand awareness; consumers are able to associate Subway with its submarine sandwiches that are filled with fresh vegetables. The brand name is not offensive; it did not create any inappropriate excitement like French Connection's provocative slogan - FCUK, which has resulted in many controversies in countries including Singapore. Brand name is very important as a good one can add greatly to a product's success (Kotler 2006, 273).
SUBWAY'S OVERALL STRENGTHS AND WEAKNESSESStrengthsSubway has successfully market itself as a healthier alternative to traditional greasy fast food. In the press release on 18 November 1999, Subway has listed the seven low-fat subs with 6 grams of fat or less menu offering convenience and good nutrition food products for consumers' fast-paced lives. This has made Subway as the best fast food