- December 14, 2015
- Posted by: Itrade Admin
- Category: Articles
Why most of the brand name around us will not be long lasting? Why once the promotion stop, the sales of the product will decline? Why if there is any sign of disturbance or trouble, the company’s brand name will devaluate? Why there is only a minor problem occur to the product’s quality will then put an end to a brand name? The reason behind is because most of the enterprises is unfamiliar with the branding management strategy.
As the founder of CiMAGE Sdn Bhd, Chong Han Kwang said, “if a product is having the best promotion and it daily sales is high, this will not necessary means that the brand name will last and famous for next hundreds of years. The brand name projection is a specialized knowledge where should refer to the property development, the position of the competitors’ brand name, the consumers’ need, as the recognized image, corporate culture and operation philosophy, and the global trend. From there only can draft out the brand name value and the recognition system.”
CiMAGE was being started up in the year of 2000 specialized in assisting the Small and Medium Enterprise in developing their brand name. Due to the interest in advertisement industry, Chong Han Kwang had quit the job as the computer programmer, start involve in advertisement project.
Develop an Outstanding Brand Name
When the God close your door, he will open up another for you. When Chong Han Kwang was in the advertisement industry, he had shown his perceptive insight. At that time, he discovered that more than 90% of the local SMEs did not register their trademark whereupon he started a brand name consultancy firm. This company is mainly focus on providing trademark management consultation services.
Most of the enterprises think that the development of brand name is same with doing promotion for the brand name, but ignore the management of the ‘branding property’ by just focusing on the individual product’s market ability. “The impressive promotions will definitely allow the public to know the company in a short period. However, the ignore of the brand name management and brand name development will bring negative consequences such as the company will not be long lasting.
CiMAGE is the first company in Malaysia who provide on-house consultation services. They specialized in helping the local SMEs in trademark registration and management. They will also actively explain the importance of trademark registration.
Perceive Brand Name as Product which Need Protection
With a view of Malaysia enterprises lacking information regarding trademark, Chong Han Kwang said, “The lack of knowledge of brand name management and protection is one of the limitation having by the local brand name. Most of the businessmen think that if they are having sales mean that they are well managed the brand name. However, once the brand name had not been registered trademark, they will have to face with the possibility of being embezzled by others.”
Brand Name is The Soul of Enterprise
Based on the experience in trademark consultation and research, Chong Han Kwang said, “We emphasize on protection. We should firstly register trademark for our company’s brand name, getting the legal protection. Once the brand name had been protected, we will not afraid of brand name being embezzled by others.”
Market is The Way for Sales Expansion
The sales network is very important to corporate branding. A good marketing strategy can only be reached to the consumers and gain more profit through a proper network.
Sales network and multimedia network are the way CiMAGE use to build up branding in promotion. Chong Han Kwang think, planning, organizing, controlling, are important to promote a brand name.
Due to that, besides helping the business using traditional way of promotion, they will also include some multimedia elements in the promotion.
The Chong’s brothers think, most of the potential businessmen do not fully utilized multimedia facility. Thus, they had set up a website of www.melakatoday.com. Besides, the activities of Malaysia Book of Record for the tourists to understand more about Malacca, it will also help the businessmen in understanding the importance of brand name.
Technique Maintain Life-force of Brand Name
The Chong’s brothers think that, the next important task is how to maintain and plan for the brand name differentiation. Brand name is a sculpture; product is the foundation/base. A sculpture cannot lose its foundation, just like brand name cannot separate from the product.
How to measure the value of brand name? How to make it valuable forever? Chong Han Kwang thinks, improving technique can lead to price reduction. Brand name needs the support of technique. High quality is the vitality of brand name. Without a quality product, brand name will not be long lasting if only relied on the promotion and packaging.
Besides using related website to promote the product worldwide, CiMAGE act as an agent in organizing the Malaysia Record. They try to change the perception level of the businessman in positioning a brand name.
Creativity can Build Up a Successful Brand Name
Chong’s brothers break the Malaysia record in Red café Twins-tower, biggest biscuit pineapple and Biggest Red Packet. In the process of challenge the Malaysia Record, businessman can discover their potential and find the way to break through it again and again. If adding a new element, there will get a different result.
It is easy to break the Malaysia Record; the more important thing is how to make it memorable. Chong’s brothers emphasize that they should create a unique product, outstanding characteristic and plan a brand name for a long period.
As a businessman partner in build up brand name, CiMAGE bring the Malaysia Enterprises to the director of professional and modernize. They provide service to SMEs and helping them in growing stability.