GENERALLY, it takes a long time to build up a brand’s reputation.
From having a product or service associated with it gaining traction, to establishing a reliability that builds goodwill and continued business, there are several aspects involved in paving a long road to success.
But a road requires maintenance and constant monitoring for potholes and other potentially dangerous situations that may arise as traffic flow increases or the lay of the land shifts.
One misstep, or a few bad incidents could set a brand’s reputation back significantly.
Rebuilding brand value could take a long time. And there are no guarantees it will be successful.
In today’s highly competitive marketplace, while building a strong brand is crucial for business success, this is also just half the battle. With so many opportunists waiting for a chance to pounce, you could find your idea copied and offered at a cheaper price, or competitors may try to cause mischief to unsettle a newcomer.
A brand needs to protect itself from infringement, misrepresentation and reputational damage. It also needs constant monitoring and organisation-wide support in that regard.
The upcoming WED WEB CHAT — Protecting Your Brand, on Wednesday, 2 April (12:45-13:30 SGT) addresses several key issues around protecting your brand in today’s rapidly changing environment.
The panellists for the session are well versed in brand protection and reputation management:
Claudia Wieshuber, Director of Marketing, BMW ASIA;
Samir Dixit, Global Head, ACORN Management Consulting; and
Rick Koh Buck Song, Country brand adviser and author.
MORE ABOUT THE PANELLISTS BELOW
Register for the 2 April WED WEB CHAT — Protecting Your Brand (12:45-13:30 SGT) via this link: https://zurl.co/j9yMW
Claudia Wieshuber, Director of Marketing, BMW ASIA
Claudia has experience across multiple marketing disciplines.
She has extensive knowledge on BMW i and BMW Luxury Class communication strategies. Paired with her professional network, it provides BMW with the relevant expertise to push BMW electrified vehicles and customer and brand focus strategies across the region.
Claudia has been with BMW Group since 2003 and was part of the team who developed the concept of the BMW Welt, in Munich, prior to its opening in 2007.
In 2010, she moved on to be part of the team that developed the Communication and Brand Strategy for BMW i.
Claudia was the Head of Marketing for the Joint Venture Partner Support Project (Brilliance Auto) based in Beijing.
Samir Dixit, Global Head, ACORN Management Consulting
Samir is an award-winning strategist and business transformation expert with over three decades of brand, marketing, IP Management, M&A, and accelerated business growth experience.
He has worked across business consulting, IP management, and valuations (Brand Finance), client side (Standard Chartered, LG) and multiple agencies (Ogilvy, Bates, Publicis, etc.).
Samir has been guiding C-Suite, company boards and governments on their IP and business growth strategies across Asia. He knows and understands what it takes to build a brand, drive preference, loyalty and, most of all, profits, and has worked across a wide range of product categories.
Samir can always help find the right balance between internal strategy and external market reality.
Rick Koh Buck Song, Country brand adviser and author
Rick works as an independent adviser to governments on building their country brands. He is the author and editor of more than 40 books, including Brand Singapore (on Singapore’s country brand, now in its third edition; first published 2011; with a Chinese translation in China 2012).
He was on the Marketing Advisory Panel for “Passion Made Possible”, Singapore’s current country brand for business and tourism.
At the Lee Kuan Yew School of Public Policy, National University of Singapore, he teaches an Executive Education module on country branding.
Previously, he worked as a political and arts journalist, editor and regular columnist at The Straits Times; as head of global media relations at the Singapore Economic Development Board, and as a strategic communications consultant who led the international launches of Singapore projects including Gardens by the Bay, National Gallery Singapore, and Fusionopolis.
Register for the 2 April WED WEB CHAT — Protecting Your Brand (12:45-13:30 SGT) via this link: https://zurl.co/j9yMW
Watch our previous wedwebchats: https://storm-asia.com/category/wed-web-chat/
Got a topic of interest? Know a good panellist with a thought-provoking perspective on a subject? Please email editor@storm-asia.com with your details and a short summary about the person or topic.
