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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 Circulation & Marketing Tel: 03 8070 6624 Printed By No. 5B, Tingkat 2, Jalan Pipit 2 Bandar Puchong Jaya 47100 Puchong Jaya Selangor Darul Ehsan, Malaysia. Tel : 03 8070 6624 Fax : 03 8070 0642 Published by Brandedge Sdn Bhd (727377-P) 3-3, Jalan 11/48A, Sentul Boulevard, 51000 Kuala Lumpur, Malaysia. Tel : 03 4043 0500 Fax : 03 4045 1350 Distributed by MPH Distributors Sdn Bhd Ground Floor Warehouse, Bangunan TH No. 5, Jalan Bersatu, Section 13/4 46200 Petaling Jaya Selangor Darul Ehsan Tel: 03 7958 1688 Brand Equity is published by Brandedge. All rights reserved. No part of this publication may be reproduced, adapted, performed in public, stored in a retrieval system or transmitted in any form or by any means or by any process without the prior authorization of Brandedge Sdn Bhd. Requests for permission should be addressed to the chief editor. The articles in Brand Equity do not necessarily refl ect the views of Brandedge Sdn Bhd. Please notify the chief editor of any error, omission or inaccuracy in writing. Any letters to the chief editor must include the writer’s name (or pseudonym), address and contact details. Please contact the chief editor if you wish to contribute content. Brand Equity is a quarterly and is published four times every year. 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
BRAND : EVIAN CATEGORY : BOTTLED WATER about well-being and understands the benefi ts of quality water. And it claims to have micro globules that can remove toxins from the body. Explains why the rich & famous are attracted to Evian perhaps. And there’s variety for different needs – for individuals, those on the go, family packs and of course, the eagerly awaited Special Editions. Introduced early this decade the bottle had the shape of a large tear-drop; followed by the shape of the Alps. 2008 was a turning point when the annual Evian designer bottle tradition began with a limited edition bottle designed by Christian Lacroix in 2008, followed by Jean Paul Gaultier in 2009. The current design is inspired by UK fashion designer SPECIAL EDITION The custodian managing the worldʼs number 1 premium water brand Evian says that consumers taste the product 15 years after it was formed in the French Alps. And absolutely no processing as the water moves from nature right into the consumerʼs mouth. Evian is atop the ladder in terms of pricing; many will fl inch after sighting its price tag! And demand for Evian is high in market-centres in Malaysia. The brand leads in the premium segment within the category. So who likes Evian? Anyone who wants to live-it-up, is discernibly concerned Paul Smith. The bottle, decorated with vibrant colors exudes a festive theme. It also supports Evian’s latest youthoriented ad campaign, ‘Live Young’. The special edition Evian is available for two months every year. It appears in December and January, and after that or in the interim, every unit may be sold out. There may be nothing absolutely special about the contents but word has it that discerning consumers and their passionate belief in the brand’s quality wanted more to go by in France, Evian’s country of origin. But the global team behind the brand knows how to ensure it remains special. Every country, including Malaysia receives a maximum of 200 cartons of 24 bottles each. That in part will trigger anxiety, propel demand and certainly augment the brand’s aura of mystery. Makes an ideal personal or corporate gift! BE Brand Equity Volume 1, 2010 3
Page 1: 03 SPECIAL EDITION | From Tear-Drop
Page 5 and 6: IN particular, Proton invited Malay
Page 7: 8 Brand Equity Volume 1, 2010 ON TH

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