By the end of 20th century, Asian company realized the need for the Strategic Branding to reduce the

trade barrier in global arena. From being anonymous suppliers to established brands, Asian businesses have started asserting their identities through strategic branding.

Singapore Airlines hosted a supernormal profits with the help of Strategic Branding when a rest of airline industry incurred a huge losses in the 21st century.

Within Asian companies the desired for OEMs (Original Equipment Manufacturing) to build a Brand was great but knowledge to how to do it was Poor. Samsung was an OEM company but in 1990s it choose to reposition its image in global market by building its own brand.

To discuss the constraints faced by Asian companies while creating international brands. To discuss the strategies that can help the Asian companies in establishing global brands.

Question : 1
Raymond Leung, assistant general manager of Winfat Industrial Company said, "I can see the need to survive pushing more OEMs towards creating their own products. Branding, although further down the road, is part of the process. Why there was a need for Asian companies to build brands rather than just being Original Equipment Manufacturers(OEMs)?

Asian Companies realized need for Strategic Branding towards end of 20th century. Dynamic market changes (reduced trade barriers and increased competition) Apart from Samsung, Sony and Canon which gave Asia the taste of branding, but they couldnt help Asia re-create such stories. Rapid Increase in the number of look-alike products in market place, need to survive and make oneself distinct in the crowd. Branding satisfy human needs by helping companies make products that had personalities, values and distinct faces.

 Branding

enable businesses to command a premium on their products and increase their margins. The premium was sought for having created a stronger and long-lasting relationships with the customers. Some companies are advised to take to International brand building in order to be less vulnerable during downturns like recession.

Question : 2
Discuss the reasons for low success rate of Asian companies in building global brands, when compared to the western companies.

Asian companies not been able to overcome the perception about their own markets had of them. Asian Consumers inclination towards imported brands and West is Best perception caused failure of their brands against global brands. Any copy or piracy to global brand led to Disastrous failures. Asian businesses still suffer from strategic myopia, often settling for complacency and short-term gains

Companies build components and end products, or assemble them for their customers, who then place their own brand names on the finished products, adding large price premiums to the production cost. Many companies in Asia have been caught in this commodity trap; a problem that has contributed significantly to the volatility and demise of their economies. many Asian companies have joined the desperate pursuit of operational efficiency through quality programmes, re-engineering, customer service and other prevailing trends that promise success. Long-term survival and profitability depend on climbing out of the commodity trap via the only route possible differentiation via branding.

Question : 3
What challenges did Asian companies face while emulating western brands? How can they overcome these challenges?

Asian companies have all the parameters to become brands but they just dont know how to do it. Lack of branding expertise due to the top positioned executives in Asian corporates(lacked in-depth marketing and branding skills). Realised the potential of brands, didnt have the expertise to tap that potential. This all led to loss of strategic branding in major Asian countries. Buying a brand is one thing, but developing and managing successful brands is not an easy task. There is no quick fix solution, and many companies do not have the relevant experience or knowledge necessary to embark on this route.

To over come these challenges several brand development agencies sprang up in Asia and clinch some big contracts. Building a strong brand can be a hit or a miss. It takes lot of time and money but still no guarantee, Thus Asian companies were focussed to buy already established brands. Asian companies have failed to create strong brands and to stand out from the crowd. Faced with more deregulation from the introduction of AFTA (ASEAN Free Trade Association) and WTO (World Trade Organisation) legislation. Asian companies are now starting to adopt a more strategic focus, centred on long-term survival and profitability via branding. But governments have had to kick start the revolution.

Question : 4
"One reason cited for this lack of branding expertise was the kind of executives that occupied the top positions in the Asian corporate.

What is the role of a top executive in branding? Why should branding be addressed so carefully?

INFORMATION MINING

Need to know what you are targeting, research the company current challenges and needs and determine how can he help the company to meet those challenges.

Keep up to date with the marketing trends and new developments utilizing information for business improvement.

PERSONAL BRANDING AND VALUE PROPOSITION

Need to brand yourself and the unique value you offer, just to keep pace with them.

Responsible for brand building, liaising with agencies, production of in-house promotional materials and publications.

Brand sales analysis and follow up for implementation and ensuring brand profitability.

strategy

Branding should be addressed so carefully :

Brand resides within the heart and mind of customers, clients and prospects. Brand can influence the perceptions and experiences of consumers.

Strong brand is invaluable as the battle for customers intensifies day by day.

Branding is the source of a promise to your consumer.

Branding is becoming increasingly relevant as the world enters a new era of unprecedented change, upheaval and uncertainty.

Question : 5
Can more number of Asian companies build global brands? On what aspects of branding should they have to improve upon?

Asian companies will find it incredibly difficult to build international and global brands. Their reasoning is that most of the world markets and the product categories in those markets are already dominated by powerful global brands. Asian companies have to overcome significant global consumer perceptions of sub-par quality and other concerns relating to the country of origin of the brand. So for Asian companies wishing to create sustainable, profitable international and global market positions, branding is the road to travel.

Focussed on following aspects

Asian corporate leaders with the vision necessary to harness technology and ideas, both of which are freely available, and global niche markets are available to those who can move in quickly. Use market dynamics to exploit the weakness of the power brand companies and establish new and innovative brands for the future. Must be led by a top person/executive in the company. Spreading of Asian cultural and social trends will highlight the potential impact of Asian brands in the global markets. With the focus of the world economy gravitating inexorably to the Asia Pacific region, Asian Brand Strategy provides timely insight into the key players of today and the global competitors of tomorrow. Combined value of an experienced international branding strategist and a senior advisor to corporate boards and top-management teams across the world.

Corporate thinking has to stop rigidly focusing on short-term profits and concentrate more on long-term brand building. There has to be a top management mind-set change about what building a brand really involves. A brand is not merely a logo, slogan or advertising, as promised by many agencies offering these services. Brand management is often inadequate, and this is what the Western brands do so well. (Exceptions)Two Malaysian brands Pensonic Holdings Berhad, a consumer household electronics company, and Kinta Kellas plc, an asset management and development consultancy are both currently undergoing total organisational change in order to bring their new brand strategies to life across multiple markets.

Although product quality has improved tremendously in Asia with many companies having reached world-class standards, it remains an indisputable fact that service quality needs drastic improvement.