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 Filipino entrepreneurs can well take advantage of a global readiness for the “Asian brand.” This is the compelling insight of Mr. Martin Roll, who, together with Jollibee’s Tony Tan Caktiong, who is also the NRCE’s Guest of Honor, will keynote the country’s biggest retail conference, the 19th National Retail Conference and Stores Asia Expo (19th NRCE) to be held on August 11 to 12 at the SMX Convention Center. The NRCE is supported by PLDT Business Solutions, SM Shoemart, Banco de Oro and Penshoppe. Roll stated that the rise of the Asian middle class and the unfolding of the Asian myth among people of the West are among reasons behind this opportunity to grow distinct markets which go for the Asian brand. Roll was recently in town to begin a series of pre-conference visits.  
 In a media encounter, together with Mr. Bernie Liu, chairman of Golden ABC and president of the Philippine Retailers Association, he emphasized that a vital element must come to play to enable the Asian brand to take its rightful place among the world’s list of successful brands – the elevation of the chief marketing executive’s role in management. “People try to build brands from the bottom to up. Brand building is a top to bottom exercise,” he said. As such, he said, the challenge of brand building must permeate through all levels because upholding of the brand is carried out in all processes and systems that the company undertakes. As a classic example, he cited the case of Singapore Airlines which is one of the world’s most successful airlines. “It operates on a good promise that it delivers on. Great technology, great service. That is what Singapore Airlines is all about.” Sectors which can be conquered by the Asian brand, he said, include information technology, banking and finance, cosmetics, hospitality, fashion and food. |
