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Brand Equity B2B BRANDING By Raghunath BRANDEQUITY Arthur Lai & Ngooi Pei Ling
Allan Lo Let’s say you’d like to intensify consumer-brand affinity with a keen eye on cost efficiency. So ideas and related problems pop up in the mind. How about a contest (forms are chucked in the car’s backseat, or out of sight at the retail end, some strewn around the garbage bin perhaps, reservations about absolute support of retailers). Provide additional information about the product (leaflet in the backseat again, the garbage bin, or delivered to the wrong audience); festive season is around the corner, and you’d like to tickle consumers with new recipes. The information consumes four letter-size pages (logistical issues, missing at the retail end, lost & found at the garbage dump…). A decision impasse looms. Then a team from Pemara Labels shoves a 36-page booklet replete with recipes into your hands and says they can affix it on the bottle! They insist its going to look great, is logistics friendly, very secure, and cost-effective. Wastage is minimal, and the recipes can hang on the bottle in the chiller as well. And sure you can dump the four letter-size pages. Better yet, your company has the opportunity to communicate directly with consumers in an exciting way. And what about consumer-brand affinity? ‘That will be delivered’, they insist. The point of difference? It’s now a teeny-weeny but eye-catching 4 X 4 cm booklet. Tear the security seal, and out pops the smartly folded 36 pages. Tracing its roots back to Australia, the innovative Pemara Labels is an international supplier of high quality labels as well as a wide array of promotional solutions. In Malaysia, its customers include Unilever, Johnson & Johnson, Sara Lee, GlaxoSmithKline and among others, Quaker Products. And customer relationships are regionally aligned. About delivering value to customers, Arthur Lai, the company’s Group GM, Asia explains, ‘Our point of differentiation is the ‘Pemara Brand Experience’. Customers must see and feel the quality that we deliver consistently with smart processes and superior technology through our brand experience.’ Back to the 36-page recipe booklet. Dubbed Fix-a-Form, this star product from Pemara Labels is a multi-page leaflet-label system that can be custom-made to support a variety of brand communications activities. ‘The patented Fix-A-Form is versatile and can be used for contests, redemptions, discount vouchers, recipes and delivering detailed information about products. It is a hit among brand owners in Malaysia,’ says Ngooi Pei Ling, GM, Pemara Malaysia. Pemara’s product repertoire includes decorative labels with hot stamp, holograms, Trust Seals®, postage stamps, rub-n-sniff labels as well as Fix-a-Form. Much of Pemara’s initiatives address the concerns of brand owners. Explains Pei Ling, ‘Contest entry forms can be affixed on the package. The consumer does not have to waste time heading for the redemption counter. More importantly, the form remains accessible anytime so long as the consumer keeps the product. And they have more time to decide whether to participate.’ ‘The materials that we use are versatile as well. The labels do not disintegrate or peel off surfaces that condense. This would be a concern with soft-drink cans,’ she adds. The past few years bore witness to the rising concern for security; a trend BRANDEQUITY
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Page 7 and 8: Brand Equity COVER STORY By Raghuna
Page 9 and 10: others, or even pampered skin. So U
Page 11 and 12: Deliver the Calcium through a produ
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Page 15 and 16: Brand Equity BRANDLAW 16 BRANDEQUIT
Page 18 and 19: Brand Equity NIELSEN MEDIA UPDATE H
Page 20: The advertising market in Malaysia

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