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Rise of Asian BrandsJörg Dietzel
March 7, 2013
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Introductions
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Jörg Dietzel Group
Established in 2005
Team of twelve across seven offices
Extensive experience with brand positioning & strategy, communication, training, design
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A Team of Global Citizens
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Our Experience
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Jörg DietzelChairman 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
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But now
On Branding
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Branding?
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Different, how?
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Consumers love brands
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The Branding Process
Branding
Brand Audit
Brand Positioning
Touchpoint ManagementInternal Branding
Brand Communication
Brand Measurement
Trends in Asia 2013
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1. it’s still all about face
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2. dynamism + materialism to prevail
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3. quality living +
experience growing
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4. New: Asian pride
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5. new idealism
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6. Still: Brands rule
Learning from the Crisis
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Substitution
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Post-Rationalisation
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“We Care”
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Design
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Quality & Reliability
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Self Rewards
Asian Brands Up-and-Coming
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Remember:
Differentiation
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Weak competition
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Weak competition
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Weak competition
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Strong competition
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Strong competition
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Strong competition
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Conquering fields
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Conquering fields
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Conquering fields
Filipino Brands
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8 Branding Tips
branding tips
1. do your homework
2. branding > logo
3. be consistent
4. look at all touchpoints
5. before you look outside, look inside
6. think about communication
7. be responsible
8. be a hero
