The Right to Brand - Hardcover

Yasmin Merican

Hardcover

ISBN 10: 9671166105 ISBN 13: 9789671166109

Publisher: Trax Publishing, 2013

The Right to Brand is the black book of branding. It is the first book written on brand building experiences from an emerging market in Asia over a decade of research and learning. One case study is the building of the Techron brand, the first fuel to be branded in Malaysia (ahead of Shell's V-Power and before the global branding of the unleaded fuel by Chevron Corporation in the USA from the mid-1990s). The book documents how petroleum retailer, Caltex Oil Malaysia (now Chevron Malaysia) achieved brand leadership in the resistant ULG (unleaded gasoline) market in less than a year, rapidly wresting power from market leaders Shell, Esso, national oil corporation Petronas, BP and Mobil through new brand-driven thinking and capabilities. Leading the Techron branding and other brand efforts in the country is author, brand practitioner and former global partner of the Ernst & Young consulting practice, Yasmin Merican, who over the past decade has researched brand practices between local and multinational businesses in her home country, Malaysia. She contends that branding is serious business for those with the knowhow, the reason for the 'black book', where the ability to extract and grow economic value from the often overlooked mission-critical process is unequal between the branded and the unbranded of the world. While global brand expertise continue to question the lack of cohesive brand thinking even within mature markets, this book focuses on the fundamentals of getting it right in emerging markets, where brand knowledge and experiences are generally still not sufficiently deep. It describes the prevalent practice of downstream branding (marketing, advertising, communications, design and customer management processes) which disperses brand impact in the absence of upstream branding (leadership commitment, knowledge, policies, investments, skills and measures) at the majority of local organisations. With financial accounting standards capturing brand value only on acquisition and not the equity being created as investments are being made in the brand, billions of dollars are spent nationally each year on fragmented downstream brand activities without the anchor of the equally important upstream drivers of the brand. Not integrating downstream with upstream brand processes reduces the competitiveness of local businesses as they compete with the branded at home and overseas. The book is divided into five parts: method, design, execution, learning and expert interviews with ten leading practitioners in brand-related disciplines from Malaysia and around the region.

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About the Author:

With over 20 years of experience, author Yasmin Merican is uniquely qualified to discuss the strategic and operational issues causing brand-building difficulties within an emerging market. Yasmin s multi-faceted professional career from education and intercultural learning as National Director of the American Field Service (AFS) Programme; advertising as Account Director with Backer Spielvogel Bates; and business consulting as partner with Ernst & Young (EY) Global Client Consulting equips her with the ability to bridge the work cultures and knowledge divides between the creative and technical disciplines crucial for brand building. She is the founder and managing principal of brand consulting company, Trax Associates, and author of the first Malaysian Brand Practice Report. Over the past two decades, she has collaborated and worked with both local and multinational companies in the field of brand building in Malaysia and the region. Yasmin studied marketing and holds an MBA in Strategic Marketing (Distinction) from the University of Hull, United Kingdom.

Review:

A masterful examination of the branding process from conception, implementation to long-term evaluation. We in developed markets stand to learn much from these thoughtful examples on how to build a strong and sustainable brand strategy. --Chris R. Matthews, Chairman, Hay Group Worldwide

A brand-building triumph. This thoughtful and insightful book offers deep learnings for CEOs, brand stewards and anyone who is seriously involved with brand building. It has relevance and resonance beyond Malaysia. --C.T. Hew, Chairman, Hew & Associates, Hong Kong and former President of Burson-Marsteller Asia

Ahead of its time. --Wally Olins, Chairman, Saffron

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