HIROYUKI KOTERA

DEPUTY CEO EXECUTIVE DIRECTOR AEON CO (M) BHD

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

We continuously offer amazing shopping experiences at our malls and stores by upgrading our premises to offer a refreshed layout, products and even food.

additionally, we constantly offer attractive promotions, activities and loyalty programme so customers have something new to look forward to.

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

While we believe that having a brand that emotionally resonates with customers is a key factor to success, it is equally as important for a brand to present itself as something wholesome. it has to appeal to customers on an emotional and logical level – a juggling act.

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

Commitment. Time has proven that companies driven and committed to achieving a singular goal have seen a certain amount of success.

With commitment in place, other elements such as customer service and onward from that, customer retention, will fall into place.

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

One of the ways that has proven to be effective for us is by playing an active role in giving back to the community. The establishment of aEOn CSr and its treeplanting activities have seen us planted more than 500,000 trees in Malaysia over the span of 27 years.

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

Experiential Shopping. When you have something to offer that customers desire, you would very likely see many returning customers.

We focus on having a good mix of tenants that cater to different target markets, provide proper facilities and constantly give a refreshed and comfortable shopping environment.