With the rapid growth of the ASEAN region, some successful businesses have emerged to become leaders in their industries. Whether they evolve in new or traditional industries these five world conquering companies have succeeded through their emphasis on customer experience and embodied their values in a strong brand.
What is a brand?
A brand delivers a promise of the business is relies upon through its name, slogan, colors, design, visuals… It gives consistency to a company’s marketing and must therefore be authentic: all the marketing efforts of a company cannot really succeed if the values it tries to transmit are not delivered by the service or products it sells and through its customers relations.
At the age of Internet, a strong brand has become critical advantage for many businesses that desire to grow needs to reach new customers and ensure their loyalty. Building a strong brand is a powerful tool towards that goal; here are five exmaples of succesful brands from Southeast Asia.
Branding champions from ASEAN
These five companies and the brand that capture their souls are some of the most well-known and successful from ASEAN. They have come to reach a large number of customers in their home country, across the region and beyond thanks to innovation and a modern approach to branding that consistently emphasizes their core qualities and values.
AirAsia is a pioneering low-cost airline in Asia from Malaysia. Founded in 1993 as a traditional airline, the initially failing AirAsia was bought by Tony Fernandes, a strong supporter of regional integration. He turned the company around by implementing the low-cost airline model, democratizing the online purchase of plane tickets in Asia.
This strategy soon paid off and AirAsia rapidly expanded to provide new destinations in Southeast Asia, Asia-Pacific and the Middle East, creating several local subsidiaries along the way. It was accompanied by a youthful, highly recognizable branding that greatly helped the company remind customers of its accessibility and competitive pricing, and imprint its slogan in the minds of people across the region: “Now everyone can fly”.
BreadTalk is a Singaporean bakery company that now also operates in several countries of Southeast Asia, South Asia, the Middle East and in China. It was the first to introduce “see-through” kitchens in Asia to demonstrate the freshness of its products, and it regularly creates new and localized breads and pastries to surprise and satisfy the tastes of loyal customers.
The brand’s success is widely relying upon its original and modern approach to baking, shop design and customer service. Not only has BreadTalk’s strategy and adaptability allowed it to quickly expand abroad but also through a portfolio of several other retailing brands that are managed directly or in partnership with companies across Southeast Asia.
Banyan Tree is a global hospitality brand based in Singapore that develops and manages resorts, hotels and spas. A pioneer in pool villas and garden spas that created its first hotel in Phuket, Thailand, the company has since expanded in Asia, America, Africa and the Middle East and created new brands for recreational activities, notably golf, and holiday apartments.
Banyan Tree has become a globally recognized brand for luxury and refined relaxation holidays in some of the world most sought-after locations. Its marketing particularly emphasize the serenity and pleasure expected from newly married couple going on honeymoon, and the brand delivers a first feeling of the ultimate experience of the beauty and relaxation that its resorts deliver.
MK is a chain of restaurants from Thailand that operates more than 400 restaurants in the country. Throughout the years, it also opened restaurants in Japan, Vietnam, Singapore and Indonesia, and now also provides food delivery services. To further its development, MK became a public listed company in 2013 and got included in the Thai SET50 index of top 50 largest public companies.
The first chain in Thailand to get equipped with electronic suki pots, MK strives to provide a better and safer customer experience. Affordable quality food and a fun eating experience was a recipe for success with the Thai families and young population; it further reinforced this image through a branding strategy emphasizing youth, fun and mouth watering pictures.
Royal Selangor produces and distributes home and decoration objects primarily made of pewter, an alloy of tin, antimony and copper. Created in 1895 in Malaysia and awarded the “Royal” title by the sultan of Selangor, it relies on the skills of craftsmanship and design of its team to produce beautiful, original and high quality decorative and daily-life objects.
The company has opened stores in Asia-Pacific, Middle East, America and Europe; they present its finest creations in an atmosphere of elegance that is transmitted throughout the attributes of the Royal Selangor brand. It success has also allowed it to diversify with two other luxury brands in jewelry and silver.
Here are 5 top brands from Southeast Asia. What do you think of them? Do you know of other companies, products or services that also deserve to be shown as example for branding in the region? Share your thoughts in the comments!