MOHAMED ADAM WEE

GROUP CHIEF MARKETING OFFICER CIMB GROUP

On how social media has impacted or promoted your business brand.

Social media plays an important role in providing an effective platform to engage with our audiences on a plethora of activities. Across the region, CIMB has very mature capabilities on social and is one of the leading brands in this space.

On the bank’s digitalisation efforts and how it has helped in branding.

Enhanced digital capabilities enable more advanced capabilities and efficiencies for us to support our customers’ aspirations. This has resulted in the development of key propositions such as CIMB EVA, the region’s first chat banking service platform. These new propositions reinforce our brand promise to enable customers to advance Forward toward their dreams, goals and ambitions.

Challenges faced by your company in a challenging economic environment.

In more challenging environments, companies must remain agile and fully leverage all opportunities and channels available. Our fully integrated brand-building and marketing approach ensures that we build strong brand equity whilst delivering the unique selling propositions of our products and services via the most cost-efficient platforms.

On strategies put in place to boost the company’s brand image.

Our brand promise “Forward” represents our commitment to ensuring our stakeholders achieve their dreams, goals and aspirations. This is embedded in our DNA as a group across ASEAN, and is taken through all of our brand, marketing, sponsorship and customer experience practices and touchpoints in a fully integrated approach to brand-building.

The importance of a meaningful connection between a brand and a consumer in brand-building.

A brand represents a promise made to a customer in order to drive consideration. It is through managing customer experience that a meaningful connection is established and this is what builds brand equity and customer/brand loyalty for the longer term.