market - Brand Equity Magazine
market - Brand Equity Magazine
market - Brand Equity Magazine
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EDITOR’S NOTE<br />
of a brand proposition.<br />
BRANDEQUITY<br />
It takes an<br />
assortment<br />
of elements<br />
to drive the<br />
success of<br />
any brand or<br />
guarantee the<br />
acceptance<br />
To operate successfully under prevailing<br />
conditions, the assortment must include<br />
innovation, the pursuit of differentiation, a<br />
willingness to embrace new technologies and<br />
an attitude that is primed to snub convention.<br />
It’s the last element in the list that triggers<br />
curiosity. A head-on assault on established<br />
convention and other social values may invite<br />
serious repercussions.<br />
But Unilever’s experience continues to prove<br />
otherwise. The lead story details as much how<br />
a collision with convention, when fronted by<br />
strategic insights and clever execution, can<br />
deliver great results.<br />
This issue also features a company that<br />
is encouraging brand builders to push the<br />
boundaries of communications even further.<br />
Pemara Labels offers nifty solutions that<br />
facilitate direct brand-consumer dialogue.<br />
And MNC Wireless continues to harness the<br />
power of mobile technology to better manage<br />
the brand-customer interface.<br />
Everything aside, the assortment needs the<br />
inclusion of one more element – the propensity<br />
for taking calculated risks.<br />
Food for thought – how risk-sensitive is your<br />
brand building team?<br />
Cover Story 08<br />
<strong>Brand</strong>Law 16<br />
B2B <strong>Brand</strong>ing 04<br />
<strong>Brand</strong> Evolution 00<br />
<strong>Brand</strong> Communications<br />
42<br />
CONTENTS<br />
Published by:<br />
perception<br />
media<br />
Perception Media Sdn Bhd 3-3, Jalan 11/48A, Sentul Raya Boulevard, 51000 Kuala Lumpur Tel : 03 4043 0500 Fax : 03 4043 7648<br />
Publisher : James Selva Executive Publisher : RT Selvi Publishing Director : RS Kumar<br />
Group Editor : CGN Raghunath (email:brandman@tm.net.my) Staff Writer : Chris Krishna<br />
Contributors : Cseng Lim, George Aveling, Jane Prior, Jeff Zweig, R. Venkateswaran Marketing Manager : A Veerasingam, Anenda Sharma,<br />
Senior Graphic Designer : N Hemalatha Graphic Designer : G Kayathri, V A Kanmani<br />
Dtp Artist : S Savithri Production Coodinator : R Sangeetha, IT Executive : Vani Sri Administration : Kavitha<br />
Printed By : BHS Book Printing Sdn Bhd Lot 17-22 & Lot 17-23, Jalan Satu, Bersatu Industrial Park,Cheras Jaya, 43200 Cheras, Selangor<br />
PP11255/4/2007<br />
A Member Of<br />
B B BRANDING<br />
Labels that Deliver a Great Experience<br />
COvER STORy<br />
‘Dirt is Good’<br />
CATEGORy BRAND LEADER<br />
A Heritage that Soothes<br />
BRANDLAW<br />
Apple’s iPhone Conundrum<br />
NIELSEN MEDIA UPDATE<br />
Ad spending Exceeded Expectations in 2006<br />
MEDIA STRATEGy<br />
Matching Motives, Moments & Media<br />
MOBILE MARkETING<br />
Cost Effective Communications with Go!SMS<br />
WEB MARkETING<br />
Ways to Use RSS for Your <strong>Brand</strong>, Part 2<br />
BRAND AUDIT<br />
Market Research, <strong>Brand</strong> Audit<br />
and <strong>Brand</strong> Valuation - The Differences<br />
PUBLIC RELATIONS<br />
‘This Old Relationship Tangle…’<br />
BRAND DIRECTION<br />
Creating & Delivering the Best<br />
INTERACTION MARkETING<br />
An Innovation Web Campaign for Brylcreem<br />
BRAND COMMUNICATIONS<br />
BBDO Malaysia Conceives Great Ideas for KFC<br />
BRANDED CUSTOMER SERvICE<br />
Creating the On-<strong>Brand</strong> Experience<br />
04<br />
08<br />
13<br />
16<br />
19<br />
24<br />
28<br />
32<br />
34<br />
36<br />
38<br />
40<br />
42<br />
46
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