DATUK SERI AMRIN AWALUDDIN

GROUP MANAGING DIRECTOR SIME DARBY PROPERTY BHD

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

Sime Darby Property is now an independent listed entity that is becoming more visible in our business of building sustainable communities.

Although the overall property market remains soft, there are still pockets of demand for reasonably priced products in good and well-connected locations especially for landed properties.

In addition, we continuously strive to improve upon our 45-year track record by delivering quality product and service offerings.

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

Brands should be packaged to suit its business purposes. Different brands carry different objectives and purposes depending on their product and service offerings.

Ideally, the core idea is to ensure that the brand speaks to stakeholders across all market segments, young and old, across generations and life stages.

Therefore, to be connected to all, a good brand should cover all areas demographically and emotionally.

A good example is Sime Darby Property’s township branding in the City of Elmina which embraces wellness. Its Product offerings promote a wholesome and healthy lifestyle, with generous green expanses for sustainable community living.

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

Building a brand is a strategic process. The most significant aspect of creating powerful, effective branding is to connect business investments to brand development.

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

Driving brand consolidation is the place to start in any strategic brand building exercise. To strengthen brand equity, the brand building process should not stop at its brand “form” or the cosmetic phase. It should follow through the business value chain to reinforce what the brand stands for or its brand positioning.

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

Essentially, branding is what consumers see, feel and experience. A memorable brand provides consumers an understanding of its USP (unique selling proposition) and differentiates itself from its competitors. Most importantly, a memorable brand starts from the quality and standards it sets across its product offerings which builds consumers’ trust and preference.