KOH CHIN HUAT

CEO GARDENIA BAKERIES KL SDN BHD

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

Brand is a multifaceted asset that is delicate yet robust which is uniquely structured.

Having said so, we strongly believe that Gardenia is so heavily entwined in Malaysian hearts that regardless of the economic climate, the brand lives on with them through rain or shine, through hard times and good.

The economic climate has been constantly evolving, at Gardenia we stay true to our promises and deliver this to the best of our ability. We embrace these challenges and strive to always do better.

Should brands be packaged differently, not only demographically but emotionally? Yes, we have always believed so. Since our conception back in 1986, Gardenia has always been a brand that has

championed emotional engagement with our consumers. Today, the world has evolved to such a level, emotional connection with the consumers has become an expectation rather than an augmented brand persona. It no longer suffices to merely be different, it has to be outstanding.

Packaging brands based on demographic needs were sufficient in the yester years, to date the market landscape has evolved to such complexity that it is only complete when equal emphasis is placed on emotional entrenchment.

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

Simply said, effective branding is being constant. Constantly available, constantly fresh, constantly good and most importantly constantly evolving.

Identifying a unique offering that is relevant in today’s market is vital in creating a powerful and effective brand. Whilst

maintaining this edge is the core to creating sustainable brand leadership.

In our case, our strength lies in our impeccable delivery network that allows us to deliver fresh bread to a staggering 29,000 outlets daily, no matter rain or shine, 365 days a year.

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

Brand equity is heavily dependent on brand perception, meeting customer expectation and surpassing them is what inculcates a positive relationship between the brand and its consumers.

As an established brand, we need to remind ourselves constantly that we are who we are today because we listened and took heed of the consumers’ needs, wants and feedbacks which guided us along the way to be a better brand this past 30 years.

Believe me, when I say we are still learning.