Branding is Key, Even in Tough Times

FF Fashion

Gabriel Chen
Thu, Dec 04, 2008
The Straits Times


DON'T neglect your brand during the economic slowdown, no matter how tempting it is to cut back on expenses in lean times.

That was the key message from those who know - the overall winners at the Singapore Prestige Brand Awards last night.

They stressed that while branding - a concept that stretches beyond a company's logo to the way it identifies its products, processes and services - may not be tangible like cash, it can bring tremendous benefits.

'During this financial turmoil, there should be more efforts in branding. If you can win in branding, you not only win market share, but you also win mind share,' said Mr Ng Whye Hoe, managing director of Pet Lovers Centre, the winner of the Heritage Brands category.

Mr Lee Yi Shyan, Minister of State for Trade and Industry and the guest of honour, stressed the same point, reiterating that a strong brand is invaluable, especially in trying times.

'You cannot build a brand overnight, just before you need it,' added the Minister.

The notion that robust branding can increase customer recognition and loyalty - and hence boost revenue - was also underlined by soya bean food and beverage chain Mr Bean, which won in the Established Brands category.

The firm has embraced branding since its inception, a move that has helped keep it ahead of competition.

Its name Mr Bean - not related to Rowan Atkinson's funny man - was carefully devised when founders Kang Puay Seng and Loh Jwee Poh, pals from The Chinese High School, launched their soya venture more than a decade ago.

'We wanted to differentiate ourselves from the hawker stalls that sold the drink,' said Mr Kang, 48.

'We were in the bean business and we had two guys running the show, so we called it Mr Bean.'

Over the years, the duo has made it a point to integrate the 'emotional' element into their bean trade.

For instance, the brand's tagline - Life's Simple Pleasures - is meant to let people 'reconnect' with such delights when they sip their favourite brew.

Mr Bean's employees undertake a lot of charity work as well, including raising funds for Pathlight School, the autism-focused institution offering mainstream academic curriculum and life skills training.

'We want to go beyond just drinks and food,' said Mr Kang. 'More customers are coming back and we're becoming friends.'

Mr Bean is certainly a winner: It has 48 outlets and 400 employees, compared with 28 kiosks and 200 workers just last year.

The other winners at last night's ceremony at the Shangri-La Hotel were The Hour Glass in the CitiBusiness Regional Brands category and Food Republic for Promising Brands.

The awards is jointly organised by the Association of Small and Medium Enterprises (Asme) and Lianhe Zaobao.

Selected candidates go through a stringent judging process before the winners for the four categories are selected. An overall winner for each category is eventually chosen.

Mr Ng, 36, of Pet Lovers, said the firm plans to use the franchise model to expand and make the brand a regional chain store. The firm has 28 outlets - 25 here and three in Malaysia.

Mr Ng wants to add five more outlets in Malaysia by the end of next year, some as franchises.

Hour Glass executive director Michael Tay said his firm is 'not looking to significantly reduce its spending for next year', despite the prospect of consumer belt-tightening - even in the luxury goods segment.