Brand as Asset

Developing Global Halal Brand
Membangunkan Jenama Halal Global
Presenter
Sulaiman Bin Arshad
Consultant
Business and Brand Consulting
SIRIM Berhad
Market Value
Research by The World Halal Forum secretariat found 67 percent, or
USD 1.4 trillion, this market comprises of Food and Beverages,
Pharmaceuticals make up 22 percent or USD 506 billion, with
cosmetics and personal care totalling USD 230 billion.
Nilai Pasaran
Penyelidikan oleh sekretariat Forum Halal Dunia
mendapati 67 peratus, atau USD 1,4 trilion, pasaran ini terdiri daripada
Makanan dan Minuman, Farmaseutikal membentuk 22 peratus atau
USD 506 bilion,dengan kosmetik dan penjagaan diri yang berjumlah
USD 230bilion.
Market Access
Gateway into 2 billion ‘de facto’ consumers from Asia, Middle
East and European markets.
(Asian Muslim Population – India 24%, Middle East 40%, China 3%
and South East Asia 33%)
Akses Pasaran
Pintu masuk ke dalam 2 bilion 'de facto' pengguna dari Asia,Timur
Tengah dan pasaran Eropah.
(Penduduk Islam Asia - India 24%, Timur Tengah 40%, 3% China dan
Asia Tenggara 33%)
Halal Market (Definition/Definisi)
Halal is an Arabic term designating any object or an action which is
permissible to use or engage in, according to Islamic law and custom.
It is the opposite of haram. The term is widely used to designate food
seen as permissible according to Islamic Law. It is estimated that
70% of Muslims worldwide follow halal food standards.
Halal adalah satu istilah Bahasa Arab yang menetapkan apa-apa objek
atau suatu tindakan yang dibenarkan untuk menggunakan atau
melibatkan diri dalam, mengikut undang-undang Islam dan adat. Ia
adalah bertentangan dengan haram. Istilah ini digunakan secara
meluas untuk menetapkan makanan yang dilihat sebagai selaras
dengan Undang-Undang Islam. Adalah dianggarkan bahawa
70% umat Islam di seluruh dunia mengikut piawaian makanan halal.
Malaysia Halal Industry
In Malaysia Today, about 60 percent (or 15 million) of the total
population are Muslim, and if we estimate based on a conservative
assumption that the per capita food expenditure is at RM1 a day, the
total annual demand within the country fo Halal food is almost RM 5.5
billion a year.
Di Malaysia hari ini, kira-kira 60 peratus (atau 15 juta) daripada
jumlah penduduk Islam, dan jika kita menganggarkan
berdasarkan andaian konservatif bahawa perbelanjaan makanan
per kapita pada harga RM1 sehari, jumlah permintaan tahunan
dalam negara bagi makanan halal hampir RM 5.5 bilion setahun.
Halal As A Global Brand
Where and to
how to start…
Halal As A Global Brand
Fulfilled Customers
perceptions…
Translate to customers needs,
requirements… build confidence.
(Product are bought not sold)
Halal As A Brand
Enhancing Food Security
Sustainable systems to produce sufficient, safe
and healthy
Halal As A Brand
Setting Standards
Malaysia is an authority in Halal production and
certification standards.
(MS 1500:2009)
Halal As A Brand
Halal as a brand is assurance of safety, quality and humane treatment
of animals. It embodies values that are not just for Muslims but for
everyone.
Halal sebagai jenama adalah jaminan keselamatan, kualiti dan layanan
yang berperikemanusiaan terhadap haiwan. Ia merangkumi nilai-nilai
yang tidak hanya untuk umat Islam tetapi untuk semua orang.
(YAB Dato’ Seri Najib Tun Razak – Prime Minister of Malaysia)
Halal As A Brand – Case study
Halal As A Brand – Case study
Brand questions
Who are you?
Who needs to know?
Why should they care?
How will they find out?
Halal As A Global Brand
How do you linked
Halal as a Brand into
your business
- Why is your product or brand needed in Halal Industry?
- If your brand didn’t exist, would anyone notice?
- What is the purpose of your business aside from making
money?
- Do you make it easy for your customer to buy?
- Do you make it easy for your sales force to sell?
- Do you make it easy for your employees to embrace your
brand?
- Do your employees understand your vision towards Halal
Industry?
- Who are your top three competitors?
- Do you have brand guidelines in line with Halal Industry?
- How does your brand demonstrate respect for cultural
differences?
- What insights do you have into your customers lifestyle?
- How does your brand connect emotionally with your
customers especially Muslim consumers?
- How do your employees and vendors access your brand
guidelines?
- How does your employees participate in brand building
towards Halal Industry?
- Is your mission statement on Halal Industry in a file or on the
wall?
- What kind of experiences do you offer your customers?
- Have you ever conducted an internal brand audit?
- If you covered your logo on your ads or packaging, would
anyone know it’s you?
- How do you listen to what your customers have to say about
your brand, product, or services?
- How do you build trust with your customers?
- Who’s in charge of branding?
- When was the last time you delighted a customer?
Brand Intelligence
The landscape changes daily:
Brand principles provide the central,
underlying strategy for successfully reaching
your customers, creating motivation and desire.
As you shape your big idea, identity your appeal,
articulate your positioning, and create your
brand identity, your brand acquires
resonance and meaning.
A successful brand is an asset whose value
transcends tangibles like real estate and
technology. It is created by you, but it resides
in the hearts and minds of loyal consumers
who choose you.
Perisikan Penjenamaan
Landskap perubahan harian:
Prinsip-prinsip Jenama menyediakan pusat,
strategi asas untuk berjaya mencapai pelanggan-pelanggan
anda, mewujudkan motivasi dan keinginan.
Seperti yang anda membentuk idea besar anda,
identiti rayuan, menyatakan dengan jelas kedudukan anda,
dan mewujudkan identiti jenama anda, jenama anda
memperolehi resonans dan makna.
Jenama yang berjaya
adalah satu aset yang mempunyai nilai melampaui secara
nyata seperti hartanah dan teknologi. Ia dicipta oleh anda,
tetapi ia tinggal dalam hati dan minda pengguna
setia yang memilih anda.
Branding Intelligence
Brand Basics
Trademarks
Good and Different
Recognition
Names
Brand As Identity
Brand Architecture
Vision
Brand Alignment
Needs and Desire
Brand Extensions
Brand as Asset
Touch Points
Brand Basics
Purpose
Spirit and Soul
BIG Idea
Perception
Stakeholders
Authenticity
Positioning
Brand as Identity
Answer theses questions quickly:
Who are you?
Who needs you?
Why should they care?
How will they find out?
Have you begun the branding process?
How could I have been anyone other than me?
– Dave Matthews
Vision
Is your vision statement accessible and relevant today?
Can it sustain your organization through rapidly changing
times?
Google’s aim is to organize the world’s information and make it universally
accessible and useful.
– Google vision
Needs and Desire
Remember that the emotional connection of your brand
transcends its features and benefits.
The best brand satisfy more than one need,
fulfilling higher desires at the same time.
While look is defined by color, scale, proportion and motion, feel is
experiential and emotional.
– Abbott Miller
Partner Pentagram
Touch Points
Conduct an internal and competitive audit.
Compare your touch points and the competition’s.
Determine whether your brand is cohesive across
channels.
The job is not to find the right customers for your products but to find the
right product for your customers.
– Philip Kotler
Marketing Management
Purpose
What is your purpose beyond making money?
Is there a single thing that you do better than anyone else?
Do your customers, employees, and stakeholders know?
Imagine a world in which every single person on the planet is given free
access to the sum of all human knowledge. That’s what we’re doing.
– Jimmy Wales
Co-founder Wikipedia
Spirit and Soul
How does your brand reach and appeal to Consumers?
What feelings and associations do you want customers
and prospects to have when they experience your brand?
A business has to be involving, it has to be fun,
and it has to exercise your creative instincts.
– Sir Richard Branson
Founder and CEO Virgin
Perception
Research why customers select your brand.
Investigate the layers of competitive
advantage that are subtle, emotional, and perceptual.
Use design and experience to connect emotionally with
your customers.
Keep the higher level promise of your brand and your name,
logo and core colors, as visible and consistent as possible.
– Connie Birdsall
Creative Director
Lippincott
Authenticity
Does your organisation have a shared understanding of
what your brand stands for and the value that it provides?
Authenticity is knowing who you are.
Authenticity, for me, is doing what you promised,
not “being who you are.”
– Seth Godin
Positioning
Research! The more you know about your target
customer’s needs and desires, your competition, and the
needs you fill, the more effective your message and the
more loyal your audience.
A brand becomes stronger when you narrow its focus.
– Al Ries and Jack Trout
Stakeholders
Recognise the importance of having all stakeholders on
your side. Let them know you are listening and acting on
their concerns.
You live or die by your database..
– Chris Brogan and Julien Smith
Trust Agents
Big Idea
Is your big idea sufficiently articulated to guide marketing,
expansion, and divestiture?
Does it dramatically differentiate you from your
competitors?
Are you making it easy for your customer to choose your
brand?
Building a better world is not so much a goal as an everyday fact of life.
– Brian Walker
CEO Herman Miller
Brand as Asset
Which part of your business is most valuable?
Have you trademarked your brand assets?
What actions are you taking to protect and grow
your brand assets?
In 2010, the brand value of coca-cola was valued at
63 percent of market cap.
- Blake Deutsch
Brand Extensions
Carefully evaluate brand opportunities to avoid diluting or
damaging the core brand. Look for opportunities to
Brand equity.
Test fast, fail fast, adjust fast.
- Tom Peters
Brand Alignment
How do you promote immediate recognition of your brand?
Are brand attributes visible across marketing
channels and media?
Unify, Simplify, Amplify
- Ken Carbone
Co-founder
Carbone Smolan
Recognition
Does your logo use distinctive shapes to make it
memorable?
Calculate how many times a year your logo is seen across
marketing channels.
The logo is the gateway to the brand.
- Milton Glaser
Designer
Trademarks
Create a clear set of usage guidelines for your logo,
For both internal and external partners. In a redesign,
determine whether the change is evolutionary
or revolutionary.
Design differentiates and embodies the intangibles
– emotion, content and essence.
- Moira Culien
Global Design - The Hershey Company
Names
Use brainstorming techniques to generate hundreds of
options. Record all ideas. Examine names in context.
Write stakeholder quotes and say them out loud.
Naming is 20 percent creative and 80 percent political.
-Danny Altman
Founder / A Hundred Monkeys
Good and Different
What would it take for your organization to have a radically
differentiated brand? If your brand didn’t exist,
Would anyone notice? Be irreplaceable.
Business success today comes from converting imagination, empathy,
and collaboration into patents, brands, and tribes.
-Marty Neumeier
Director of Transformation
Liquid Agency
Branding Intelligence
Halal As A Brand
Trademarks
Good and Different
Recognition
Names
Brand As Identity
Brand Architecture
Vision
Brand Alignment
Needs and Desire
Brand Extensions
Brand as Asset
Touch Points
Purpose
Spirit and Soul
BIG Idea
Perception
Stakeholders
Authenticity
Positioning
Good Look = Good Thing
Good Thing = Good Price
Good Price = Good Business
Good Business = Good Brand
Good Brand
+ Halal Recognition
= Better Brand & Better Business
Think about it…
Thank you
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