80th Anniversary Commemorative Book - Singapore Manufacturing ...

Building brandsPart of the evolution of manufacturing companies is an increasing emphasison the softer aspects of the business.Success, say SMF veterans, is no longer just about who makes the bestproduct in the shortest time or which company has the greatest productivity,but is also about who sells it best.These days, it is necessary for manufacturers to pump their resourcesinto building up a brand name and image so that they can reach out toconsumers who are bombarded with diverse choices every day.Although companies are moving their factories and operations outside ofSingapore, these companies still choose to locate their headquarters inSingapore for higher-order corporate functions like marketing and branding,a development which dovetails nicely with the desire and demand in thelocal population for higher-end jobs.The “Made-in-Singapore” tagline, which originated in the 1960s, shouldremain a key part of the branding message, suggested Mr Michael Chin,the General Manager of Asia-Pacific Breweries Singapore (APBS).“A key success factor for APBS is knowing how to build brands successfullyaround the world,” said Mr Chin, adding that in an international study, TigerBeer was found to be the second-most recognised Singapore brand behindSingapore Airlines. “The SMF should continue to champion the ‘Made-in-Singapore’ tagline.”“Branding requires a lot of time and investment,” observed former SMFPresident, Datuk Robert Chua. “However, the investment can be worthwhileas well-known brands are able to gain wider acceptance when theirmanufacturers export their products overseas and compete successfully inthe international arena.”Developing the manufacturing workforceSuccess comes down to having the right people.The SMF has always worked to ensure a pipeline of talent for themanufacturing sector.96 Epilogue: Mapping the Future