Page 1 - 8.pdf - Brand Equity Magazine

Executive Publisher
Datuk Marimuthu Nadason
Publishing Director
Dato’ Thomas Iruthayam
Chief Editor
CGN Raghunath
(email: brandman@tm.net.my)
Staff Writer
Chris Krishna
Administration
Chan Kah Chi, Siti Salwani Ismail
Creative Designer
Hemalatha Nalarajah
Contributors
Phyllis Zimbler Miller
Russell Volckmann
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2 Brand Equity Volume 1, 2010
THE RESURGENCE OF
CONSUMER OPTIMISM
A welcome update has been permeating the business environment
of late. In particular, optimism is returning to the Malaysian marketing
environment due to the resurgence of consumer confi dence in
Malaysia.
These and other related fi ndings from The Nielsen Company are
presented in a four-page spread entitled Shopper Insight.
The cover story fronts the biography of a brand whose status as a
staple in the coffee category remains at enviable levels to this day.
Very few brands can share or even relate to the kind of success that
Nescafe continues to relish.
On the local front, it is worth noting that the imagination of Malaysians
has delivered a bestseller for Proton. The fi rst Malaysian MPV Exora
has hit the road and the brand’s rate of adoption is continuing to raise
more eyebrows.
Despite having a global footprint, it can never be too late for any
brand to engage customers more intensely. Global icon Michelin is
engaging consumers in major cities across Malaysia. The brand’s
objective is to dispel the myth associated with premium pricing and
share with consumers the many lessons it has learned about safe
driving.
Universal Music is continuing to demonstrate that there will always
be the opportunity to forge more alliances and neutralize somewhat
the state of anarchy that persists in the domain of downloading
copyrighted works from cyberspace.
And we have furnished a compendium of interesting advertisements
from Europe and India; to stir your imagination. There are potent
tips and ideas about pertinent tools and areas such as Twitter, web
marketing, line extension and among others, personal branding.
Do have a pleasant read and permit me to wish you and your
colleagues the very best for a year that we hope will be replete with
opportunities to grow your brand portfolio.
Datuk Marimuthu Nadason
Executive Publisher