CHAN WENG HONG

GENERAL MANAGER, SALES, PRODUCT AND MARKETING ACER SALES AND SERVICES SDN BHD

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

Acer has initiatives to change the customer relationship context, in interacting socially and actively with customers via our presence in Facebook and Twitter. These two social media avenues have enabled Acer Malaysia to engage with our fans and receive direct feedback. It has widened our brand communication, and we can now connect with our fans faster and more directly.

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

A few years back, we made a conscious decision to focus our branding and communication efforts in the digital space. Digitalisation has opened up new methods and approaches for brand communication with our customers and fans. With videos, moving images and sound, communication is more interesting and engaging now.

Challenges faced by your company in a challenging economic environment.

Acer is firmly committed to creating value by providing technologies that empower users to create and experience their world like never before. To do this, we have to be fast in proactive and reactive branding efforts. Consumers are also very savvy and technology dependent now. The digitalisation of the branding scene and a vastly different consumer expectation demand that we must be on our toes at all times.

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

Acer actively launches new products that meet the consumers’ need. We also continuously engage with all our stakeholders at different levels through vari- ous channels to better understand their expectations. In addition, Acer undertakes CSR activities, most without major publicity in line with the altruistic intention of our CSR. Publicity on Acer’s CSR is done for the reasons of accountability.

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

In any ecosystem, the connection made must be built layer upon layer, through efforts and over time for it to evolve into meaningful relationships that lead on to trust. Trust earns customer loyalty for brand. Hence, the importance of meaningful connection and efforts in sustaining the relationship cannot be emphasised enough in any brand-building effort.