04 asian brands rising by jorg dietzel
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Rise of Asian Brands discusses the growing prominence of brands from Asia. Some key points include: - Asian brands are gaining global recognition through differentiation, appealing to Asian pride, and emphasizing quality and reliability. - Up-and-coming Asian brands are finding success by targeting markets where competition is still weak and conquering entire product fields. - Filipino brands and other Asian brands must do their homework on branding, ensure consistency across all touchpoints, and communicate responsibly to achieve recognition outside their home markets.
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04 asian brands rising by jorg dietzel
- 2. Rise of Asian Brands Jörg Dietzel March 7, 2013 March 7, 2013 March 7, 2013 March 7, 2013
- 3. QuickTime™ and a AVC Coding decompressor are needed to see this picture.
- 5. Jörg Dietzel Group Established in 2005 Extensive experience with brand positioning & strategy, communication, training, design Team of twelve across seven offices 5
- 6. A Team of Global Citizens 6
- 7. Our Experience 7
- 8. Jörg Dietzel Chairman and CEO •In branding/marketing/communications since 1990“World renowned brand guru” (CNA) •Teaching strategic brand management at SMU and NUS business schools •Teaching Masterclasses “Branding for the Civil Service” at Civil Service CollegeWorked in Berlin, London, Beijing, Hong Kong, Singapore 8
- 9. But now 9
- 10. On Branding
- 11. 11 Branding?
- 12. 12
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- 26. Brand Measurement Brand Audit Brand Communication Branding Brand Positioning Internal Branding Touchpoint Management
- 27. Trends in Asia 2013
- 28. 1. it’s still all about face 28
- 29. 29
- 30. 30
- 31. 2. dynamism + materialism to prevail 31
- 32. i en ce xp er + e liv ing g al ity rowin 3 . qu g 32
- 33. 4. New: Asian pride 33
- 34. 5. new idealism 34
- 35. 6. Still: Brands rule 35
- 36. Learning from the Crisis
- 37. Substitution 37
- 38. Post-Rationalisation 38
- 39. “We Care” 39
- 40. Design 40
- 41. Quality & Reliability 41
- 42. Self Rewards 42
- 44. Remember: Differentiation 44
- 45. Weak competition 45
- 46. Weak competition 46
- 47. Weak competition 47
- 48. Strong competition 48
- 49. Strong competition 49
- 50. Strong competition 50
- 51. Conquering fields 51
- 52. Conquering fields 52
- 53. Conquering fields 53
- 54. Filipino Brands
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- 62. 8 Branding Tips
- 63. branding tips
- 64. 1. do your homework
- 65. 2. branding > logo
- 66. 3. be consistent
- 67. 4. look at all touchpoints
- 68. 5. before you look outside, look inside
- 69. 6. think about communication
- 71. 8. be a hero
Editor's Notes
- Progress is a way of life Everyone wants to be part of the modern world Technology prevalence means ownership of technology is no longer about status
- 2 elements of quality living = a good life Basics of life-> Quality living interpreted (especially among developing markets) as Better infrastructure – education, healthcare, transport Freedom of speech and fair and competitive work place Also theme of harmony in all markets – urban living to retire in a more relaxed rural countryside lifestyle -> desire for lifestyle in most markets Wine and dine Sports Travel Stability in life is sought – enough money, good family, one car, one house … a dog General sense of stress in every market and therefore a desire for balance of work and play is a big issue. Underlying this are specific aspects: Control over time Time to pursue passions in life Escape from stress
- A new Asian identity and self-confidence. When asked what they watch and listen to, most teenagers in Asia name Asian artists, not necessarily from their own country. The talk of the ‘Asian Century’ has finally reached home, and after years of colonial subservience and economical inferiority-complexes, people are proud to be Asian. One of the impacts of this trend will be an upsurge in Asian consumer products and a clearer labeling of products from Asian countries. What used to be a disadvantage will become an advantage in 2006.
- Youth acknowledge that they enjoy materialism, the modern way of life and are ambitious. Nonetheless, there is some questioning of prevailing attitudes/aspirations e.g. too much focus on work They assert their own thinking away from the currently accepted way of life although they may not follow it ‘ Idealistic’ values surface across specific markets: They talk about working for a passion and pursuing this at their own pace Dream life includes a good family life Talk about what is incorrect – morally, economically, politically Besides the Youth, consumers in general desire for better social inter relationships: Less back stabbing “less crab mentality” Fair competition Appreciating value of human life – not waste life, treat others well
- in this ever-changing world, where religion and politics have been corrupted in many people’s eyes, brands are the new religion.
- Has the competition changed? Substitute restaurant food for home-cooked food, delay upgrading durables and gadgets, and take shorter trips for vacations (eg. Hong Kong,Vietnam, etc.) instead of long ones.
- Change picture
- Quality and Reliability are still hallmarks of luxury status brands and has even more value in current times.
- Self reward for achievement is more important than status in current times.
- Find out exactly who your consumer target is, about the competition and the market. You will need this information when you decide how to position your brand, whom to aim it at and how to communicate.
- Find a positioning that you can own - it must be unique and differentiated. Avoid a 'me too'-positioning - instead, find some 'white space' that is yet unclaimed. Make it your own. And make sure it's relevant to your consumer target.
- Consumers hate to be confused. Once you have found your positioning, stick to it, don't change it unnecessarily.
- Go through all opportunities where your consumer touches the brand - there may be more than you think. Don't confine branding to the marketing department; finance, recruiting - they are all influenced by your brand positioning and should manage their departments 'on brand'.
- Every one of your staff is a brand ambassador for your brand. Make sure they understand what your brand stands for - and that they believe in it. Engage your internal audience before you talk to external audiences.
- Your brand determines not only what you communicate - also how. Think about what your brand stands for - and how that translates into use of media, into tone and manner of your communication. Are you serious or funny? Modern or conservative? Your choice of communication channels also determines how people see your brand.
- These days, consumers are emancipated and have a - often critical - voice. Engage them. Be honest. And be ready to answer when they ask about how you treat your staff or the environment. More and more consumers will want to know.
- The best way to lead is - by example. Make sure that you personify the brand and what it stands for. Show your staff how you want them to behave. If the brand carried your name, how would that make you feel? Act accordingly.