The face of business in Asia is changing faster than one can blink one’s eyes. Asian companies that used to be back-end workhorses, manufacturing consumer goods cheaply for Western companies, are slowly realizing the benefits of branding. In a market where competition implies slashing prices on their unbranded products, Asian businesses are slowly becoming more
The Asian business landscape requires a different path for Asian companies and their boardrooms to be successful. Companies need to achieve a fine balance between low-cost production (competitiveness), constant innovation (differentiation) and enhanced customer satisfaction (value capture through branding). Brands are not only, if sometimes at all, built from traditional advertising and promotions, but are
Consumers across all cultures have a strong need for simplification and they are constantly seeking various ways of risk reduction. Brands are a typical way of reducing risk during this process and brands help to reinforce the choices of consumers. But at the same time, the target audiences are becoming more and more sophisticated in
Brand management is a dynamic and a continuous process that needs consistent investment of time and money. The boardroom must ensure that brand management is allocated a specific budget as it is much more than mere marketing communications. Due to the intangible nature of branding, the results may not accrue in a short period of
The primary objective of boardrooms is to build and sustain shareholder value, and deliver competitive returns to shareholders. One of the most effective ways to achieve this is to build brands with strong brand equity. Brand equity is the reputational asset that any successful business builds in theminds of customers and other stakeholders. Strong brand
Today, businesses and consumers are placing increasing importance on brands. Brands give consumers a sense of identity, stimulate their senses and enrich their life experiences. People have needs to affiliate and surround themselves with things they know well, trust and aspire to be. From a customer viewpoint, a brand is a signal of quality and
Martin Roll is a world-renowned thought-leader on value creation through brand equity driven by tremendous global experience and insights. He facilitates business leaders and organizations to think bold for future strategies. By focusing on building and managing successful businesses through iconic brands, Martin Roll helps boardrooms to enhance shareholder value and create sustainable competitive advantage.