MOHAMAD KABIR ARIFF SULTAN

GENERAL MANAGER, OPERATIONS AND MARKETING SERVICES TGV CINEMAS

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

The company is coping well with yearon-year admissions on the rise, mainly as a result of more compelling films being shown in the cinema.

Cinema-going is also still considered one of the most affordable forms of entertainment.

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

We believe that brands are always emotional regardless of the demographics they serve.

Today’s market conditions dictate the need for companies to constantly assess the emotional connection they have with their consumers, either from their offerings or via association to gauge relevance.

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

In our view, it is customer experience.

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

By similarly being more honest and transparent, and giving the public a chance to have a say in constructing or changing certain aspects of their business.

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

In our business, we believe that consistent high standards of customer experience are essential in creating longterm brand equity.

With this base, you can constantly create compelling content and offerings that will capture the imagination of the customers.

Today’s market conditions dictate the need for companies to constantly assess the emotional connection they have with their customers, either from their offerings or via association to gauge relevance. Mohamad Kabir Ariff Sultan