Now is the best time to push your brand

 

Brand is the only one passport for companies to get into another country and go global, says a well-known brand strategist

EFFORTS to enhance branding should not take a back seat in the current global economic situation. In fact, this is the best time to push one's brand into the market, according to brand advocates.

Media Prima group chief executive officer (CEO) Television Networks/Media Prima International Datuk Seri Farid Ridzuan said companies need to realise that in the challenging time, it is more pertinent to create a big and strong brand in order to achieve profitability.

"We should not be caught in the gloomy economic outlook. Malaysian companies should go global and to do so, they have to have a solid brand," he said in an interview with Business Times in Bandar Utama last week.

Global Brand Forum chairman S. Karthik concurred, saying that companies have to focus on the future and optimism.

"You can't build brand without optimism. The economy is still growing and Malaysia is sitting on abundant opportunities," he said.

According to him, two-thirds of an economy is driven by consumer confidence, while another one-third by institutional confidence.

"So, confidence is an option. Leaders who see recession as an opportunity, step out and make a difference when other people are hiding," he said.

Karthik, who is a well-known brand strategist, said brand is the only one passport for companies to get into another country and go global.

Branding can also benefit a country like Malaysia, which is fighting for talents, tourists, investments and businesses.

Farid said the coming Global Brand Forum Kuala Lumpur 2008, to be held for the first time in Malaysia, could provide aspiration for individuals and companies.

"The speakers at the forum, who are experienced brand gurus, would excite and inspire people.

"The Global Brand Forum can open up people's eyes and see how brands could help them achieve greater heights in their business," he said.

He said Media Prima, as the forum's joint organiser with Global Brand Forum, is bringing the event to Kuala Lumpur to help Malaysian companies launch successful brands in the global market.

The Global Brand Forum Kuala Lumpur, which brings together the world's most inspirational and influential leaders to exchange ideas and share their visions for the future, will be held on December 4 and 5 this year.

Dubbed as the "Davos of Branding", the forum is a platform for the world's best minds and thinkers to discuss critical issues and debate the future facing global brands, business and leadership.

Farid said participants will be able to hear from these brand leaders how brands can be built, sustained and create value for stakeholders at the forum, themed "Creating Leader Brands".

"This is an opportunity to interact with, listen to and get practical brand ideas directly from the world's most influential brand gurus and practitioners who have created and advised the world's most powerful brands," he said.

One of the highlights of the forum is Malaysian Brand Icon of the Year, a joint initiative by Global Brand Forum and Corum Swiss timepieces, to recognise an outstanding individual in Malaysia's branding arena.

Karthik said the award will go to an individual who makes the biggest contributions to brand in Malaysia.

"Someone who goes out of the comfort zone and do something spectacular. Someone who makes the ripple in raising the brand game in the country," he said.

Among personalities and icons that would share their thoughts with forum participants include former US president Bill Clinton, the world's leading youth marketing and techno branding guru Martin Lindstrom and Kuwaiti retail icon and entrepreneur Sheikh Majed Al Sabah.

The forum is targeted at chief executive officers, marketing directors, brand custodians, creative directors, bureaucrats and entrepreneurs.

More than 600 participants are anticipated at the two-day forum, including some 450 participants from Malaysia.

Previously, the Global Brand Forum was held five times in Singapore.

Media Prima and Global Brand Forum plan to organise the event annually in Malaysia.