With the increasing pressure from local and global competition, brands are
a hot topic in Asia today. A strong one will increase one’s competitive edge,
increase sales and customer loyalty, and maximize pricing power and
distribution clout – all leading to more profit. A weak brand will do none
of this. Without a strong brand, products and services run the risk
of becoming mere commodities.
Strong brands don’t just happen. They are the result of vision,
commitment and discipline. Which brings us around to brand management.
The Gravitas Partnership, in association with Superbrands, has instituted
the Brand Management Audit. Now so Superbrands clients can assess
how well they are handling this most important asset. Some CEOs may think
their brand management program is better than it actually is.
Others suspect
there are weaknesses but aren’t sure where. This audit will give them some answers.
The quality levels of brand management vastly vary among companies in Asia. Some have it right. Some are sadly lacking. Most are mired somewhere in the middle and the potential of their brand is being squandered.
Is the right level of management involved and in control? Are there systems, procedures, quality-control programs to drive the progress of the brand? Are the tools and resources in place to professionally build the brand? Are the opinions on these issues consistent throughout the organization? Is everyone on the same page?
The right page? Many CEOs will be comforted by the results. Others surprised.
The Brand Management Audit is available to Superbrands participants, and any other company who needs to prepare themselves to succeed in Asia, the world’s most competitive market. For information, contact Wilson Chan on (852) 21074884
Gravitas recently conducted an exhaustive China market entry
strategy
analysis for a major US watch brand.
A multitude of key issues were addressed.
• Market forces shaping the China watch industry.
• Market size and growth projections.
• The competitive environment analysis and market evolution.
• Analysis of the how’s and why’s of success and failure of brands
in similar categories.
• Strategic options and specifically the most effective distribution models
and appropriate ways to exploit opportunities by city and by region.
• Particular emphasis on possible joint venture routes, and the assessment
of various potential partners.
• Recommendations on corporate issues, routes to market, distribution and
business models.
The many years of regional experience of Gravitas personnel is particularly
well suited to investigations such as these and more studies are in the offing
across a broad range of categories.
