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MarshallCavendishM - Wilson Tai Jacky & Chew

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247 pages

English

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If you are involved in running a business and are beginning to wonder when you should start looking into branding (how does it work, anyway?), brace yourself. According to Jacky Tai and Wilson Chew, you should have started your branding exercise yesterday! This book distils the authors' wealth of experience in grappling with branding strategies in the real world into a practical and easy-to-understand guide for everyone involved in branding.Revised from the 2007 bestseller, Transforming Your Business Into A Brand, this updated branding manual will show you just how a business becomes a brand.

Sujets

Marketing et communication

Strategic management

Informations

Publié par	MarshallCavendishM
Date de parution	01 mars 2011
Nombre de lectures	0
EAN13	9789814435345
Langue	English

Informations légales : prix de location à la page 0,0750€. Cette information est donnée uniquement à titre indicatif conformément à la législation en vigueur.

Extrait

Divided into well-defined sections for easy reading, this manual contains much researched material; useful and detailed case studies; wide-ranging perspectives, perceptions and myths; and good advice for any business to grow their brand. Witty and filled with anecdotes, these are certainly guidelines that are useful to anyone who is serious about their branding endeavours a must-read for all brand owners and brand guardians regardless of the stage of their brand development.
Bryan Teh
CEO, Association of Small and Medium Enterprises (ASME)
In an increasing globally competitive environment, company branding has become a critical challenge. This is not only for gaining mindshare of products and services, but even more importantly for talent attraction and retention. This is especially so for SMEs seeking to grow and secure a place in the global economy. The authors latest book reflects their passion for the subject as well their many years of practical experience in helping to brand companies, both in Singapore and internationally.
Koh Juan Kiat
CEO, Singapore National Employers Federation (SNEF)
Branding is very often misconstrued as slapping on a new label or creating a funky-looking logo, coupled with expensive advertising. It doesn t help that branding books in the market are often based on the experiences and tales of Western companies - many of which are already well-known names by the time they are highlighted in such literature. With Asia being the next growth story, it is only apt that there is a branding guide that draws inspiration from case studies in the region. What I like about the book is the inclusion of plenty of local examples and detailed descriptions of their branding journeys - from the circumstances that motivated those companies, most of them SMEs, to the eventual execution of their brand strategies. The authors are also unusually candid in their views on Singapore SMEs and the role that branding may play in their evolution. This book shows that branding is applicable not only for consumer products, but also B2B businesses.
Chen Hui Fen
Journalist, The Business Times

2011 Marshall Cavendish International (Asia) Private Limited
First published by Marshall Cavendish Business
An imprint of Marshall Cavendish International
1 New Industrial Road, Singapore 536196
All rights reserved
No part of this publication may be reproduced, stored in a retrieval system or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without the prior permission of the copyright owner. Request for permission should be addressed to the Publisher, Marshall Cavendish International (Asia) Private Limited, 1 New Industrial Road, Singapore 536196. Tel: (65) 6213 9300, Fax: (65) 6285 4871. E-mail: genref@sg.marshallcavendish.com . Website: www.marshallcavendish.com/genref
The publisher makes no representation or warranties with respect to the contents of this book, and specifically disclaims any implied warranties or merchantability or fitness for any particular purpose, and shall in no events be liable for any loss of profit or any other commercial damage, including but not limited to special, incidental, consequential, or other damages.
Other Marshall Cavendish Offices
Marshall Cavendish Limited PO Box 65829 London EC1P 1NY Marshall Cavendish Corporation. 99 White Plains Road, Tarrytown NY 10591-9001, USA Marshall Cavendish International (Thailand) Co Ltd. 253 Asoke, 12th Flr, Sukhumvit 21 Road, Klongtoey Nua, Wattana, Bangkok 10110, Thailand Marshall Cavendish (Malaysia) Sdn Bhd, Times Subang, Lot 46, Subang Hi-Tech Industrial Park, Batu Tiga, 40000 Shah Alam, Selangor Darul Ehsan, Malaysia
Marshall Cavendish is a trademark of Times Publishing Limited
National Library Board Singapore Cataloguing in Publication Data
Tai, Jacky, 1970-
B2B : 10 rules to transform your business into a brand / Jacky Tai, Wilson Chew. - Singapore :
Marshall Cavendish Business, c2011.
p. cm.
eISBN : 978 981 4435 34 5
1. Brand name products. 2. Branding (Marketing) I. Chew, Wilson, 1970- II. Title.
HD69.B7
658.827 - dc22
OCN704245997
Printed in Singapore by Craft Print International Ltd
To my wife Christine. Thank you, honey, for being my better half.
- Jacky Tai, 28 February 2011

To my best friends: Kai (wife) Elizabeth (daughter).
- Dr Wilson Chew, 28 February 2011
CONTENTS
INTRODUCTION

CHAPTER 1
WHAT IS A BRAND?
CHAPTER 2
WHY DO YOU NEED TO TRANSFORM YOUR BUSINESS INTO A BRAND?
CHAPTER 3
WHAT ARE BRANDING, MARKETING AND SALES?
CHAPTER 4
ANYTHING CAN BE BRANDED
CHAPTER 5
NOT EVERYTHING CAN BE REBRANDED
CHAPTER 6
BUT WE ARE NOT SELLING COCA-COLA, SAYS THE CEO
CHAPTER 7
OTHER BRANDING MYTHS THAT CAN KILL YOUR COMPANY
CHAPTER 8
RULE NO. 1 - PERCEPTION IS REALITY

CASE STUDY: INFOTECH
CHAPTER 9
RULE NO. 2 - FORTUNE FAVOURS THE FIRST

CASE STUDY: SWEE HONG
CHAPTER 10
RULE NO. 3 - CREATE A NEW CATEGORY

CASE STUDY: KANSAI
CHAPTER 11
RULE NO. 4 - THE POWER OF FOCUS

CASE STUDY: SHAO FOOK ENGINEERING
CHAPTER 12
RULE NO. 5 - DIFFERENTIATE OR SELL CHEAP

CASE STUDY: PAREXDAVCO
CHAPTER 13
RULE NO. 6 - BRANDS ARE BUILT WITH PR, NOT ADVERTISING

CASE STUDY: CYC
CHAPTER 14
RULE NO. 7 - YOU BETTER HAVE A GREAT NAME OR ELSE

CASE STUDY: GARDYON
CHAPTER 15
RULE NO. 8 - THE POWER OF CONSISTENCY

CASE STUDY: LEEDEN
CHAPTER 16
RULE NO. 9 - MAKE AN ENEMY (OR TWO)

CASE STUDY: MARSHAL SYSTEMS
CHAPTER 17
RULE NO. 10 - KNOW WHEN TO LAUNCH A SECOND BRAND

CASE STUDY: ALPHABETA S ELLAZIQ
FINAL WORD
INTRODUCTION
THERE is one thing in life that we can take for granted and that is the fact that we live in a world where Sir Isaac Newton s Third Law of Motion - which states that for every action, there is an equal and opposite reaction - can be applied to everything that we do. We are not just talking about physics here. We are talking about the fact that for everything you say or do, there will always be someone who will say or do the opposite thing. Even if it is something for which you can produce irrefutable evidence, there will still be someone somewhere in the world who will say that the opposite is true.
Did you know that there are still people who believe that the world is not round despite all the scientific evidence to the contrary? And there are people who still say that the moon landing by Neil Armstrong did not happen and that it is simply propaganda by the US government. You can easily find these rather amusing views (and people) if you do a search on the Internet. There is nothing that you can do about this fact of life. After all, everyone should be entitled to his or her view on every single thing.
The same thing happens in the world of branding. We know because since the first publication of this book in 2007, we have had the opportunity to work on many interesting branding projects for small and big companies. We have enjoyed them all. We have also met many other business owners, chief executive officers (CEOs), marketing directors and even business students with whom we have had interesting conversations on the issues of branding. Therefore, we know that there will always be somebody who will take the opposite position.
Sometimes we come across people who were apparently born to take the opposite position. We are sure you have met such people who thrive on taking the opposite position on everything in life. A black cat can walk in front of you and if you say, Look, there goes a black cat , they will say that it is not really a black cat but a charcoal grey one. But that is all right. Everyone is entitled to his or her opinion, regardless of whether we think it is right or wrong.
One of the opposing views that we have often heard from business owners is this: Branding consultants like you people always say that branding is important. Of course you would say that because that is the business you are in. I don t think branding is important in order for me to build a successful business. In fact, I have built a successful business for the past 30 years without all this branding nonsense. What do you have to say to that?
Although many of the business owners who have made such statements to us are people in their fifties or sixties, we have to qualify that statement by saying that we have also encountered many younger executives who have said the same thing so this is not just a cranky old businessman (or businesswoman) syndrome. Indeed, it is a valid question to ask and it is a question that we have to answer convincingly - at least to ourselves - if we are to continue to be effective in the work that we do as branding strategy consultants.
This may sound strange coming from two branding strategy consultants who have spent the better part of their careers promoting the art and science of branding but the answer to the question of whether branding is really necessary to build a successful business is no. For simplicity s sake, we define a successful business as being a business that is profitable - it doesn t matter if the net profit margin is less than 5 per cent, as long as the company is making a profit, we treat it as successful.
You don t need to have a strong brand to have a successful business. You need to be in the right place at the right time with the right product or service that people need or want. There is an element of luck - or fortuitous timing as some would call it - that is involved in building a successful business. That is of course not all there is to it. Your quality needs to be at least as good as your competitors. Your service levels must be acceptable to customers even if you sell really cheap to them. You must have people to help you run the business. Your price must also be competitive. Do all these things right and you could have a successful business - maybe even a world-class company. So why do you need to have a brand