Following the completion of a research project carried out in conjunction with TNS, the Asia Pacific edition of the globally respected marketing magazine, Campaign Asia has named Sony as the top brand in Asia. According to the study the top 4 positions all went to power house North Asian brands – Sony retained its position [...]
Archive for the ‘research’ Category
The top 1,000 brands in Asia – so what!
Posted in accountability, advertising, asia, awareness, branding, brands, Malaysia, research, segmentation, Thailand, trust, tagged advertising, asia top 1000 brands, Asia's top brands, branding, brands, emotional, experience, Marcus Osborne, research branding, Sony, Sony number one brand, top brands Asia, trust brands on 05/07/2011 | 2 Comments »
Is there a connection between desiring a brand and the profitability of that brand?
Posted in branding, brands, profitability, research, tagged brand research, branding, branding ROI, brands, desirable brands on 10/03/2011 | Leave a Comment »
According to this article Apple is the world’s most desired brand. If you don’t have time to follow the link, here are the basics: M&C Brand consultancy Clear quote: “took in the views” (what does that mean?) of 17,000 consumers across the UK, USA, Germany, China and Singapore and questioned them about hundreds (how long [...]
Should you measure Brand Equity or Customer Equity?
Posted in accountability, advertising, asia, branding, brands, customers, data, Malaysia, measurement, profitability, research, Retention, sales, tagged advertising, air asia, brand equity, branding, brands, customer equity, measure brand equity, measure customer equity on 08/11/2010 | 1 Comment »
Malaysian and Asian firms can save themselves a lot of effort and resources by focussing on customer equity as they attempt to build brands. It’s almost 20 years since the launch of the landmark book “Managing Brand Equity: Capitalizing on the Value of a Brand Name” by David Aaker. David Aaker name may not be [...]
Branding requires you to get to know your customers
Posted in branding, brands, customers, data, data driven branding, research, Retention, tagged branding, brands, retail, Retention, sales, shopping on 30/09/2010 | 1 Comment »
This is the start of an ad hoc series of personal experiences I have with brands and some recommendations to help improve the experience. Running a small retail business is tough, particularly in today’s climate. It’s even tougher in the competitive retail wine business in a small muslim country with high taxes on alcohol. Key [...]
Case study: Use research to form the foundations of a tourism brand strategy
Posted in brand plan, branding, brands, measurement, nation branding, research, Uncategorized, tagged advertising, asia, branding, brands, country, destination, fusionbrand, Marcus Osborne, marketing, measurement, positioning, tourists on 09/02/2010 | Leave a Comment »
A powerful country brand developed from a meticulously planned strategy that has at its heart the concept of providing specific value to specific identified segments and meticulously executed and measured can yield massive benefits for investment, domestic industries and culture. And for most South East Asian countries, tourism will have a prominent role to play [...]
Organisational excellence required to build global Asian brands
Posted in accountability, advertising, asia, awareness, branding, creative driven branding, creativity, customers, data driven branding, Malaysia, marketing, positioning, profitability, research, sales, service, tagged Acer, asia, brands, Coke, Ford, Malaysia, Marlboro, Pan Am, positioning, Sony on 30/11/2009 | 1 Comment »
Not too long ago, the Michigan (U.S.) State Business School reported that every US$1 (RM3.36) invested in marketing earned US$5 (RM16.80). By contrast, for every US$1 (RM3.36) invested in operational excellence, returned revenue was US$60 (RM201.75). Despite such data, the majority of Asian firms have been slow to grasp the importance of everyday operational excellence [...]
It failed once so let’s try it again
Posted in advertising, asia, awareness, branding, creative driven branding, creativity, data driven branding, Health, Malaysia, measurement, positioning, research, segmentation, tagged advertising, asia, branding, emotional, fusionbrand, Malaysia, marketing, positioning, smoking on 03/09/2009 | 2 Comments »
According to a Ministry of Health (Malaysia) survey carried out in 1996, there were 2.4 million smokers in Malaysia. This was a rise of 41% over the number of smokers in 1986. Today the country has about 5 million smokers, about double the number in 1996. One can deduce therefore that the number is doubling [...]
Pitching for a bank name change in Malaysia
Posted in advertising, asia, awareness, brand blueprint, brand plan, branding, creative driven branding, customers, data, data driven branding, Malaysia, marketing, measurement, positioning, research, segmentation, tagged actionable data, Bank Islam, banking, CIMB, economic, emotional, experiential, Malaysia, positioning, re-brand, research, RHB, value on 02/08/2009 | 4 Comments »
Last Friday we were pitching against 4 advertising agencies to a Malaysian bank. Essentially, the brief was for a name change and to create awareness of the name change in Malaysia. We were invited to pitch despite being a data driven brand consultancy. In fact I had personally discussed this fact with one of the [...]
Branding blunders – updated
Posted in advertising, brand plan, branding, creative driven branding, creativity, customers, data, data driven branding, Malaysia, positioning, research, tagged 7-up, advertising, asia, branding, brands, Coca Cola, Coke, marketing, positioning on 23/07/2009 | 7 Comments »
Despite the fact that it is breaking new ground, there wasn’t much interest outside of the energy business when Russian president, Dmitry Medvedev announced in late June 2009 that Russia was entering into a joint gas venture with Nigeria’s state oil company. Perhaps it was because it was in Africa and energy deals are quite [...]
