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Brand Personality As A Direct Cause Of Brand Extension Success

Brand Personality As A Direct Cause Of Brand Extension Success

Conventionally, most brand extension strategies are established based on using the similarity of product category with the parent brand to influence the target market to accept the new extension. This is by far rather limiting for brands. In our recent research and development into brand extension strategy, particularly focusing on symbolic brands (i.e. brands commonly used for self-expression), there is a new solution to overcome...

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Branding for Business Growth

Branding for Business Growth

Dr Kong Cheen Lau holds a Ph D in Marketing and serves as our Senior Director. The following are excerpts from his speech given at the lunchtime seminar “The Next Lap: International Growth”. All enterprises — no matter how established, stable, or dynamic — encounter speed bumps. This is true for those seeking to expand locally and for those bringing their business abroad. To manoeuvre...

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5,000 Years of Civilisation

5,000 Years of Civilisation

Karyn Lim is our Chief Executive Officer.The following are excerpts from her speech delivered at the Asia Soft Furnishings Forum held in Hangzhou. China, with its 5,000 years of civilisation, possessed not just strong human capital, but was once a kingdom thriving in innovations, arts and culture, and material inspiration. Encouragingly, in recent years, a new breed of Chinese artists have started to express their...

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From Singapore to Rest of Asia

From Singapore to Rest of Asia

Karyn Lim is our Chief Executive Officer. The following are excerpts from her speech delivered at an economics and finance forum held in Chongqing, China. Know the competition. Focus competency. Replicate fast. For brands going global, this is the winning formula. This works for Chinese brands entering Asian markets, as well as for Singaporean brands moving out to the world. Whether your journey begins in...

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Entering Easy, Staying Tough

Entering Easy, Staying Tough

Karyn Lim is our Chief Executive Officer. The following are excerpts from her speech delivered to 100 Singapore based Small Medium Enterprises at RSM Chio Lim Stone Forest Annual China Briefing Forum. She delivered this speech alongside Maggie Zhou, Vice General Manager of Alibaba Group on the need to develop an effective O2O strategy (Online with offline branding and marketing strategies). How should a brand...

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Big Data Coming Your Way

Big Data Coming Your Way

Dr Kong Cheen Lau holds a PhD in Marketing and serves as our Senior Director. The following are excerpt from his speech “The Age of Big Data Analysis.” The interest towards big data of late is very much attributed to the large amount of data generated from both within organisations and in the digital space. For instance, within each minute, brands receive 34,722 likes, Facebook...

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Protecting What Makes You Successful

Protecting What Makes You Successful

Denis Tan is an Associate Director and serves as our FMCG Lead. The following are excerpts from his speech delivered at the IPOS’ IP Consult Food & Manufacturing Seminar. We know that brands are powerful assets. What constitutes this value? A brand, like a person, is recognised by its own distinctive and unique characteristics. These signatures could range from its name, visual marks, to packaging...

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