YAP HENG SENG

GROUP MANAGING DIRECTOR NIPPON PAINT MALAYSIA GROUP

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

The coatings industry is interdependent on industry needs such as demand for cars and construction of buildings. Despite the soft economic landscape, it has been a relatively stable market with steady growth.

As part of our DNA, we will continue our focus on innovation. We have introduced multiple industry firsts such as pioneering odourless coatings, paint that can absorb formaldehyde, external coatings which can reduce indoor thermal heat and Malaysia’s first child wellness range of solutions.

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

As coatings are in a low-involvement product category, it is key that we build brand affinity by connecting on an emotional basis with our consumers.

We achieved this with the introduction our iconic animation Blobby, a visual representation of colourful blobs of paint that have the ability to coat any available surfaces. This helps consumers visualise the functional benefits of coatings solutions.

We have invested in consumer engagement initiatives that facilitate a closer relationship with our audience while inspiring them through multi-platform, multi-stakeholder activations, be it in the media, via digital channels or on-ground activities.

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

It is vital to ensure that the key takeaways of the brand or product are communicated effectively to help drive it forward, establish brand awareness and build brand affinity. But the brand should also not lose sight of its core reason for existence, which is to provide a compelling product or service that meets consumers’ needs.

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

Nippon Paint aims to continuously provide new innovations by offering quality products and services, as well as new experiences for our consumers.

Previously, coatings served mainly aesthetic reasons. Now, the industry has evolved. In taking on market leadership, Nippon Paint is also evolving and ensuring that functional benefits of coatings are also prioritised.

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

We are confident that Nippon Paint is clearly differentiated through spearheading various product innovations and improved services to our consumers.

Our focus now is on service leadership, where we look at continuous evaluation of our after-sales support framework to ensure a positive experience for consumers.