MERRILL PEREYRA

CEO - RESTAURANTS DIVISION QSR BRANDS (M) HOLDINGS BHD

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

As a popular mass brand we are always positive about the fact that there are opportunities to tap into whatever the economic climate. We are confident to invest even during pessimistic economic times as we have been able to achieve greater ROI on our investments. This strategy has served us well and proven to offer both short and long-term advantages.

Should brands be packaged differently, not only demographically but emotionally?

Recent discoveries in neuroscience have shown that 90% of decisions people make are based on emotions. Our customers’ decisions are a result of how they feel about us rather than a more deliberate, linear and rationally controlled mental process. This has a huge impact on how brands must speak to their customers. At KFC we take a lot of effort to understand

how a customer wants to “feel” about our brand. This helps in deciphering which reason-to-believe we use, depending on who, where and when we communicate with them.

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

For us branding is not just about the logo and the advertising, it is the way in which our customer perceives us when they interact with our products and services. It involves every aspect of a customer’s experience, from logo, to the website, to social media responses, staff uniforms; even down to the way our staff communicate and take orders.

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

Authenticity and honesty are critical in an increasingly transparent social world where brands are being discussed threadbare. Consumers today have the power to

control the conversation with the prevalence of social media. It is crucial for brands to conduct business with honesty and integrity to win consumers’ trust.

In addition, brands can demonstrate goodwill beyond focusing on the bottom line. For example, at KFC, we are committed to giving back to the community that has supported us since day one; through various CSR efforts, including our long-standing hunger relief campaign, Add Hope & Projek Penyayang.

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

To cut through the daily noise that plagues customers, it is important that we build a strong, relevant and distinctive brand that consumers appreciate and can relate to. For us, it is being authentic and original. This has to be supported with consistency in our messaging and the real experience that we deliver to our customers.