Malaysia Needs To Build Its Branding Concept
By Christine Lim
KUALA LUMPUR, July 1 (Bernama) — Malaysia needs to re-energise its marketing strategy and build on its distinctive Asian branding concept to make further inroads and gain greater market penetration into the Western World, said leading branding consultant, Martin Lindstrom.
Lindstrom is one of the world's most distinguished branding experts, whose blue-chip clients include Disney, Pepsi, Philips, Microsoft, Mars and Mercedes-Benz, among many others.
He is a former global chief operating officer of British Telecom/LookSmart.
“One striking reason why some of the Asian products may have failed to make an explosive impact into the affluent Western market in Europe and US is that they tend to follow other successful brands in the market rather than be original in their brand appeal,” he told Bernama recently.
Brand awareness, according to Lindstrom, which serves to clearly differentiate one brand from other brands in the market, is especially critical in the airlines industry.
“Singapore Airlines is an example of an airline company that has successfully leverage on its brand values to compete effectively with other regional airlines,” he said.
Lindstrom said Singapore Airlines winning factor was its branding concept that emphasised smoothness and relaxation and had strategically designed every detail including the unique perfume scent that permeates the entire fleet of Singapore Airlines aircraft.
“Singapore Airlines has also set itself apart from other airlines by contrasting on its staff uniforms and makeup that blend with its colour scheme and strict training among its cabin crews to give passengers the exclusive experience of air travel,” he said.
“Travellers report high recognition of their experience in Singapore Airlines based on its strong branding appeal and excellent inflight service,” Lindstrom said.
According to Lindstrom, Asian branding concept which leverages on its exotic features was gaining huge popularity in the Western world.
“Some of the Asian brand that has kicked off successfully in the affluent Western world includes a well-known Hong Kong clothing store called Shanghai Tang which has become a household name in New York and London,” he said.
Lindstrom emphasised that for a product to capture a huge market presence it needed to develop a strong brand identity.
“Some of the popular brands in the market has leveraged on sound to capture brand loyalty and identity. This is especially prevalent in the automotive, handphone and hotel industry,” Lindstrom noted.
In the automotive industry, Lindstrom said, Japanese and American consumers were more sensitive to sound as brand recognition.
“A majority of consumers in this region, distinguish one car brand from another by the sound of their doors closing,” he said.
“Sound is given special attention by car makers and before a product hits the production line, its sound has been created by a multidisciplinary team consisting of sound engineers, product designers and psychologists who ensure that the sound of the product will enhance the values and convey standards of trust, safety and luxury befit the brand,” he added.
World largest handphone manufacturer, Nokia, according to Lindstrom, has harnessed on its extraordinary sound recognition that has been its trademark.
“Nokia's ring tone has given it competitive advantage in addition to its user friendly operating system,” he said.
“Brands using sound has also become an important brand communication in the hospitality industry,” Lindstrom said.
According to Lindstrom, many large hotel groups in Asia has deployed distinctive relaxing tones on company websites, hotel lobbies and rooms to give an overall branding senses.
Lindstrom will be delivering a seminar on “Brand Sense Symposium” on Sept 7 in Kuala Lumpur.
that is why my friend,dr dulu lagi aku tak suke konsep komik dan majalah yg membunuh budaya Malaysia tu sendri.
that is why my friend,I have so much faith in our own cultural identity because i believe it has the unique entity that can bring glory to our industry.
ape pendapat korang?
bagus artikel tu Adzakael…
yaaa..pada aku pon, memang salah satu investment selain stock, property etc yang boleh datangkan hasil lumayan dalam long term (short term kalau smarter) is brand investment.
thanks very useful. Aku skang tengah work on a branding project for National Bank of Vietnam , on the creative side.. bukan marketing, team marketing lagi ramai expert and expat. Vietnam skang tengah era re-branding, sana branding sini branding…banyak permintaan tapi tak ramai expertise. Camne aku bole terjebak pon aku tak tahu, but the experience is all that matters sbb kerja dgn international team memang lain. Duit pun lain gak :>
Malaysia kalau dibandingkan dgn negara2 serantau kira dah cukup kesedaran dlm hal ni. Kesedaran dlm kepentingan 'jenama' dan ada sangat dah… cuma tak cukup sedar dlm kehilangan budaya secara halus 😈
Baru ni aku rasa…apa tuh yang RTM buat 'penjenamaan semula' radio-radio tuh? its about time aku rasa. Tapi slack tang imej lak, logo + warna dll…. ya ampunnn. Dan aku rasa TM (Telekom) tuh contoh terbaik kehilangan identiti timur/domestik. Aku tak pasti samada berjaya atau tidak campaign diorang tuh, IMO they've failed even before they start. Memula diorg suggest guna abbreviation aku dah rasa semacam. TMnet ok gak, TM jer mcm tak kena. (pendapat aku je ni, jgn counterattck aku heheh)
Dulu aku join rebranding project utk Bank Simpanan gak heheh tapi project tu sangkut sebab takde langsung company melayu hantar proposal, and i'm sure that was the sad reason! aku pun tak tahu apa cerita BSN skang.
back to the moral of the story …story ke tu? hehe Malaysia dah banyak hilang warisan for the sake of western branding feel. Yang mana aku rasa dah dekat tahap kritikal, identiti Malaysia banyak kena tepis tepi je, langsung takde initiative nak bawak ketgh. Kalau kat vietnam British Council leh guna Lemang Vietnam jadik imej diorang, kenapa malaysia tak boleh? hHAHAHAHA. Macam artikel kat atas nun kata 'asian exotic features gaining popularity in the west'.
Pasal komik aku tak berapa pasti, tapi aku rasa semua org pon tahu yang most of our art look and feel, lack of originality, eastern features…MALAYSIAN features!
dua sen aku yang tak seberapa.
memang aku setuju sangat kalau imej / konsep 'melayu' diketengahkan…tapi orang melayu sendiri yang malu sebenarnya…ada suatu 'backward' kalau guna konsep bangsa melayu…ayat2 ni mencerminkan mentaliti kita:
1) ko nie tak western lar bro..
2) ko nie macam otak kekampungan lar..
3) ko tinggal kampung mana?
tapi..kalau time hari raya, aku tengok masing2 mahu tonjolkan budaya melayu…lagi melayu lagi 'hebat'!!!…
ahhhh!! orang melayu pun bukannya nak tolong bangsa sendiri…aku ada banyak experience…sakit hati aku tgk…
ahhhh!! tension aku! ..
hmm…aku rasa pergh.com nie pun kena rebranding gak! hahahahha!!…gurau dalam serious…
ko ni kdg2 bijak gak hazizi
best arr ko ni
bukan pergh ni baru dire'branding' ker? dari logo 2d ke 3d.
okeyyyyy aaa tu hehe…
salah masuk, apa-apa pun nanti pos semula kesini .lariiiiiiiiiii!!!…