Branding in Asia

How can your brand succeed in Asia?

©2011 InsightAsia – Discover The Difference Between Information & Insight

Creating Unique Identity: Differentiate Your Brand From Others

©2011 InsightAsia – Discover The Difference Between Information & Insight

Creating Unique Identity: Differentiate Your Brand From Others Close to Consumers

Channel Positioning

Not a Copy Cat

Create Trust Creditability

Create values

Combine Old and New

©2011 InsightAsia – Discover The Difference Between Information & Insight

Center of Heart and Mind of Consumers

Creative Brand Building

Connect to Consumers

Create Good Meanings

Clear Communication: What Your Brand Stand for and How Special Your Brand is

Natural

Organic

Quality & Technology

Sweet Brand

©2011 InsightAsia – Discover The Difference Between Information & Insight

Good Value

Herbal Extract & Whiteness

Combine to the Old and the New

For multinational brands, it is crucial to maintain strong ©2011 InsightAsia – Discover The Differencewhile Between Information & Insight brand identity customizing to local preference.

Center of Heart and Mind of Consumers

Both Product and Service are important.

©2011 InsightAsia – Discover The Difference Between Information & Insight

Connect to Consumers

E Promotion/ Lifestyle Marketing A hit in Japan, Taiwan, Indonesia, Malaysia, Singapore, Philippines, Hong Kong, Thailand Smart Phone Application  Digital coupon and advertising Links to Facebook, Twitter and Websites Privilege, Discount, Goodies to attract consumers Fun, Hip, Modern for consumers Cool Brand Image!

Understand consumers and be in their lives/ reach out to them. ©2011 InsightAsia – Discover The Difference Between Information & Insight

Creditability is a Key! Shiseido Group’s Asia Breakthrough Strategy

Prestique

Super Luxury/ Premium

Masstique

Good Quality, Good Value

Global Standardization: Creditability is the essence of the brand. Japanese product = identity for quality, high Standard product, creative packaging, services. ©2011 InsightAsia – Discover The Difference Between Information &excellent Insight

Select the Right Channel that Match Brand Positioning

Selective Sales Channel Design the Right Channel to fit with brands and customers IGIS

High-Prestique Brands/ Prestique Brands/ Self Selection Brands

Selective Channel to fit with life style and preference of ©2011 InsightAsia – Discover The Difference Between Information & consumers. Insight Asian

Creative Brand Building

Boom of Hallya (Korean Fever)

High popularity of Korean cosmetic

Link brand to the overall “Korean Beauty Culture”

Well known brands i.e.

High popularity of Korean cosmetic

Use Korean idol as brand ambassador Light make up style /Korean stars Fashionable but sweet and feminine Flawless/ natural looking

Build brand from the opportunity of cultural wave. Key strategies are complete beauty solution, high quality, cute design, reasonable price and wide variety of ©2011 InsightAsia – Discover The Difference Between Information & Insight product to match difference types of consumers.

Unique and Real: Not a Copy Cat Established since 1957 Central to the concept of “Food for Beauty” : Good food for good health is also good for skin Use natural ingredients: Purity, Goodness, Authenticity and healthy Premium positioning: Packaging, High quality product, Fresh and Authentic ingredients from Asia Maintain high standard and meet expectations Wide Variety of product and emphasize on new product development

A brand that is clear on how it is different and what it offers ©2011 InsightAsia – Discover consumers The Difference Between Information & Insight tends to stand out in Asia.

Create Values for Consumers and Engagement Them Well- being, Healthy living trend, Natural and botanic Beauty consultant: A friend not a brand Purify the not only the outside but the spirit within

Be your self: No more rules. Liberated from fixed rules of make up – make up your own Good karma - Cruelty free and environmentally friendly packaging xxxx. ©2011 InsightAsia – Discover The Difference Between Information & Insight

Create Good Meanings for Consumers

My brand represents me! Meaning created by Brands make my life meaningful and more fulfilled The real thing, not just Fads AVEDA: Green science, 100% certifiable wind power, recycled packaging

Brand’s meaning tends to cling to the mind of consumers and brand ©2011 InsightAsia – Discover The Difference makes Between Information & Insight memorable.

Creative Trust, Create Brand Sustainability

A pioneer in low price, good quality  breaking the common rules

“Cosmetic is not a luxury, it is a necessity”

The philosophy is to be a high quality brand for mass market - Get rid of the bubble price/ reduce cost on the unnecessary Gain Trust - Online shop & society: Beauty Net (more than 1.6 million members)  buy online - Consumers provide product feedback and recommendations and improve product quality - High trust, High royalty Street promotion, blind test to let consumers experience product quality, offline stores

Mr. Young-Pil Seo, Founder of Missha

Cheaper Price does not mean a cheap brand  A symbol of new ©2011 InsightAsia – Discover Theidea, Difference Between & Insight new opportunity. newInformation market,

Positioning: Clear and Stable is the Key Thai Brand expanding to ASEAN and South Africa Single level direct sales Growth & Awareness through Individual sellers, Premium packaging, Strong distribution channel, Product innovation Positioning: Fashionable Cosmetic Wide variety of product for everyone “Mass” but “ Not Low Class” Use emotional marketing to build positive image of brand – use local super star

From blue-collar brand to white collar brand through smart ©2011 InsightAsia – Discover The Difference Between Information & Insight branding.

Being Close to Consumer, Steal their Heart and Mind Giffarine-Thai based Regional brand, over 150 units around the world Establish “Giffarine Channel” in 2012:create a learning society of health, beauty and well-being. Focus on knowledge sharing, development and participation. Initiated from consumers’ behaviors of popularity of cable TV. Broadcast in Thailand, Asia, Europe and Australia. Spend 4 million USD in upgrading software or hardware to respond to young generation and be relevant to them.

Brand must be close to consumer's lives to stay “Relevant”. ©2011 InsightAsia – Discover The Difference Between Information & Insight

Successful Branding in Asia (1) Brand Positioning: Be clear of what the brand do and for whom, How are you unique and what will consumer benefit from you Brand Personality: What is your brand known for? How do you want to be perceived by consumers? Must be relevant to consumers culture and value. Brand Association: What element do consumers associate your brand to? Is it positive or negative? Brands in Asia must closely monitor brand association.

©2011 InsightAsia – Discover The Difference Between Information & Insight

Successful Branding in Asia (2) Brand Story: What is your brand’s story/history? What philosophy do you derive from? A successful brand story is the one that is meaning and inspiring and relevant Brand Promise: What is the single most important thing that your brand offer? Must deliver every time, everywhere and in every circumstances and to all target groups. No conflicts!!!!

©2011 InsightAsia – Discover The Difference Between Information & Insight

What Do Cosmetic/ Skincare Brands in Asia Needs to Remember? Must be Updated on Beauty and Consumers’ trends: Not just be in-trend, be the trend setter Ingredients are very important: Ensure Quality Understand the needs of your target market: Male and Aging population are big opportunities! Variety and Customization are the Key words Make FDA your friend

Multi-channel distributions works ©2011 InsightAsia – Discover The Difference Between Information & Insight

What do Consumers “EXPECT” from Cosmetic Brands?

How can YOUR bran provide solutions to Asians consumers in a ©2011 InsightAsia – Discover The Difference Between Information & Insight MORE unique, creative, effective, credible and FUN way ?

Successful Branding is not only about finding the “right strategies” but also about “Consistent Execution”. ©2011 InsightAsia – Discover The Difference Between Information & Insight

“Brands” represents “Values” . “Good

Values” makes “Good Brands”.

©2011 InsightAsia – Discover The Difference Between Information & Insight

Arpapat Boonrod, Ph.D Managing Director, InsightAsia Market Research Group (Thailand) [email protected] ©2011 InsightAsia – Discover The Difference Between Information & Insight