ABDUL RASHID MUSA

CHIEF EXECUTIVE OFFICER PROTON EDAR

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

The current economic climate in Malaysia hasn’t adversely affected Proton’s brand presence. In fact, the brand is undergoing a renaissance.

The up-coming launch of Proton’s first SUV, the Proton X70, has met with very positive response from Malaysian consumers. The Proton X70 launch will begin a new chapter in Proton’s business model due to its partnership with the Geely group of companies.

As things stand, Proton’s brand presence in Malaysia is already enhanced with the innovative technology and international expertise that Geely’s global partnerships offer to the company.

In today’s economic climate, consumers are looking for brand value and product reliability. Proton brings to Malaysian consumers this commitment of brand value in the new Proton X70 launch, whilst introducing new innovative technology that is beyond customers’ expectation. The brand is and always will be committed to connect and inspire Malaysians.

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

Brands are successful when people understand “what is the value” a certain brand brings into their life. We know that love can sometimes be taken for granted, but when we take the time to reflect, “true value” sometimes cannot be measured as it is felt with the heart.

Proton is a brand that is endearing to many Malaysians as it has a rich heritage of providing reliable mobility to their lives. The company recognises that connecting with customers is a 360° package. It is not just delivering a functional vehicle but instead encompasses a holistic experience.

The design, craftsmanship of exterior and interior components, ergonomics, the friendly service, the technological innovation that delivers comfort, convenience and safety are separate and sometimes disparate elements that add up to give an overall consumer experience that is “felt” and enjoyed emotionally.

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

In this competitive world of many choices, an effective brand captures the customers’ imagination on its possibilities. What can this brand give to him/her that no other brands can provide? Aside from the usual competitive product or service capabilities, it is that extra “something” that the brand delivers on, that makes the brand the customers’ “logical” choice.

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

Creating “Brand love” is the dream of every marketer ... because the brand endears itself to the customer, to become the “only” choice.

This journey from a “can do” to a “can’t live without” is a combination of art and science. The science delivers on the functionality of the product and/or service. The “art” understands and captures the customers’ definition of beauty, status and image, excitement, convenience and peace of mind. When both are in combination, the brand wins the heart of the customer.

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

A brand is memorable, when the brand “is” and “continues to stay” relevant to the customer. Being consistent in its brand value and its communication is very important, but being “consistently relevant” means evolving with competitive trends, and still delivering on its “brand promise” and value to the customer.