The first objective of JTJB Brand Transformation is to discover who JTJB is and what it truly means to its key stakeholders. From that understanding, we develop a branding strategy for the brand and concretise its brand positioning. Over the years, JTJB has developed an internal brand culture with certain intrinsic brand values. They are often subtle and permeate across all levels. What is required is to decipher this existing brand culture and concretise it into a document that serves as an essential guide to the JTJB brand.