World is ready for Asian brand

MANILA, Philippines - Filipino entrepreneurs can well take advantage of a global readiness for the “Asian brand.”

This is the compelling insight of Martin Roll, who, together with Jollibee’s Tony Tan Caktiong, who is also the NRCE’s Guest of Honor, will keynote the country’s biggest retail conference, the 19th National Retail Conference and Stores Asia Expo (19th NRCE) to be held on August 11 to 12 at the SMX Convention Center. The NRCE is supported by PLDT Business Solutions, SM Shoemart, Banco de Oro and Penshoppe.

Roll stated that the rise of the Asian middle class and the unfolding of the Asian myth among people of the West are among reasons behind this opportunity to grow distinct markets which go for the Asian brand. Roll was recently in town to begin a series of pre-conference visits.

In a media encounter, together with Bernie Liu, chairman of Golden ABC and president of the Philippine Retailers Association, he emphasized that a vital element must come to play to enable the Asian brand to take its rightful place among the world’s list of successful brands — the elevation of the chief marketing executive’s role in management.

“People try to build brands from the bottom,up. Brand building is a top to bottom exercise,” he said. As such, he said, the challenge of brand building must permeate through all levels because upholding of the brand is carried out in all processes and systems that the company undertakes.

As a classic example, he cited the case of Singapore Airlines which is one of the world’s most successful airlines. “It operates on a good promise that it delivers on. Great technology, great service. That is what Singapore Airlines is all about.”

Sectors which can be conquered by the Asian brand, he said, include information technology, banking and finance, cosmetics, hospitality, fashion and food.

Roll’s enchantment with Asia sprung early on during his years as an advertising executive. With an MBA from the INSEAD, his career path propelled him to another stage, business mentoring to top executives and corporate boards on creating successful and competitive business strategies.

His book, “Asian Brand Strategy”, was named Best Global Business Book of 2006. His most recent work, “Rise of Asian Brands,” demonstrate his deep understanding of Asian affairs.

Experts see 2010 as a turnaround year, with the global economic slowdown of 2009 winding down. Consumer confidence has improved and people are ready to spend again. In a post-crisis landscape, businesses are rethinking business fundamentals and charting a new road map.

Roll also noted that, today, Asian business can benefit from the return from the West of many competent Asian managers. “Many of them are coming home to Asia. They have high levels of competency and have acquired important knowledge of the business ways of the West. This is a good development for Asia.”

“The world is now aware that Asia has much to offer.” The Asian brand rests on the power of the Asian story, its myth which is very captivating, Roll said.

The 19th NRCE is organized by the Philippine Retailers Association (tel: 6874180/ 6874181 * [email protected]) and is themed “The Roadmap to Retail Growth in the New Decade”. It will feature industry thought leaders and innovators who will share their expertise to an expected audience of more than 600 retail and business decision-makers. PRA’s website, www.philretailers.com, details out 19th NRCE feature topics on retail innovation, social media, sustainable retailing, entrepreneurship, luxury retailing, HR best practices, wealth management in retail, shopper insights and other aspects that lend information on creating this roadmap.