TATSUYA HORIUCHI

MANAGING DIRECTOR SOUTHERN LION SDN BHD

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

Southern Lion has firm roots in Malaysia. We have weathered and thrived through two recessions, and other economic uncertainties.

Where others saw gloom and doom, we saw the opportunity to bloom by offering greater consumer values through cost efficiency, and expanding our brand presence.

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

TOP has been laddering up to serve our consumers’ emotional end benefits for many years. We have built strong brand equity relationship with all segments of our target market through our on-going consumer insights studies of their functional and emotional needs, in our pursuit to help deliver better quality of life.

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

TOP believes in relevant and consistent branding that communicates the innovation, excitement and uniqueness of our products in making consumers’ everyday experiences a pleasure, not a chore.

Our approach has proven to be effective, resonating with our consumers.

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

TOP is true in delivering on our product promises of comfort and cleanliness at every point including through the quality of our innovative products, our customer loyalty built through consumer-centric communication, and creating a holistic and constant brand image.

Our shared goal is to meet the unmet needs to improve consumers’ lifestyles.

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

Our branding remains consistent, relevant and unapologetically consumercentric, we are about innovation for better living that can help consumers improve their lifestyles.

Communicated consistently and creatively, it is memorable for customers because it rings true.