SARENA CHEAH

MANAGING DIRECTOR, PROPERTY DIVISION SUNWAY BHD

How is the company coping in the current economic climate without compromising its brand presence?

In any climate, we believe in being present for our communities – more so during less favourable times, through the varied brand touchpoints we have. Trust to us is the most important currency we have as a brand. And we will be demonstrating that we are here for our communities regardless of temporary shifts. We have always adhered to the words of our founder and chairman Tan Sri Dr Jeffrey Cheah, “If you’re happy, please tell others but if you’re unhappy, please tell us,” as the Sunway brand is all about continuous improvement. Thus, our team continues to innovate for even better services and products.

Should brands be packaged differently, not only demographically but emotionally? A brand is very much like a personality. Connecting emotionally with people that identify with the brand is important. Relevant packaging is undeniably important – but at the core, emotional connections are much more than packaging. Our brand is made up of various expertise that connects us to the communities of various interests which makes the brand holistic, very meaningful and purposeful.

what is the most significant aspect of creating powerful, effective branding?

Building trust by being authentic and staying true to our core values; acting with integrity, demonstrating humility and being incredibly committed to delivering excellence. We are continuously creating a community-centric brand centred on our Master Community Developer value proposition. As a Master Community Developer, we will continue to invest in world-class amenities to build thriving communities so that they can live, learn, work, play, and stay connected in safe environments.

In an increasingly transparent world, how can brands strengthen their brand equity?

A brand is strengthened via its product, the service provided, the experience gained by the consumers and the memories created. Transparency and authenticity further fortifies brand equity. Today, more than ever, stakeholders gravitate to brands that are clear on their ethos and are accountable to their brand promise.

what makes a brand memorable given the short attention span and all sort of content screaming at customers?

There’s a saying by Maya Angelou that guides us in Sunway Property – “People rarely remember what you said or did, but they remember how you made them feel.” So in all we do, we endeavour to create positive experiences. We are humbled by this recognition to be amongst the best in the nation, and I thank all stakeholders and our customers for this recognition.