EDWARD CHONG
MANAGING DIRECTOR IJM LAND BHD
How is the company coping in the current economic climate without compromising its brand presence?
Brand success in a challenging market comes from staying true to who we are. At IJM Land, the defining difference is our sincerity in adapting and evolving with changing needs, priorities and aspirations of our customers. That’s the only way to capture the hearts of the consumers and build lasting legacies with them. In deepening the understanding of what really matters to homebuyers at an individual level, we are able to deliver products and services that are unique and sought after. Our customers are the best inspiration for our innovation and the reason for our brand strength.
Should brands be packaged differently, not only demographically but emotionally?
We make it a point to touch as many lives as we can whenever we build. To us, success is measured not only by the exceptional quality products that we deliver, but also the vibrancy in the ecosystems we create for the human spirit to thrive; a sanctuary where positive experiences are made, where dreams become a reality and where happiness lives. It is our pleasure in seeing how our properties translate into beautiful homes and prime business addresses for our customers to build lasting memories in.
what is the most significant aspect of creating powerful, effective branding?
A strong brand is invaluable to an organisation as it drives appeal, creates demand and fosters advocacy. In everything that we do, it is not the shortterm gain that we seek. Instead, it is the positive legacies that we create that have propelled our reputation forward. Staying true to our brand purpose has helped us prioritise our strategies and ensured a steady our growth trajectory despite the economic uncertainties. Effective branding has made us more resilient, thanks to our loyal customers who have become our best advocates.
In an increasingly transparent world, how can brands strengthen their brand equity?
A strong brand inspires trust, which is very important when selling big-ticket items like a house. This compels us to act responsibly and accountably by delivering on our quality promises on time and every time. With a track record of 29 years, IJM Land prides itself as a people’s developer, saying what we mean and meaning what we say, and always, for the people.
what makes a brand memorable given the short attention span and all sorts of content screaming at customers?
We take great pride in the joy of a house well-received by our customers, for these are the moments where fresh beginnings are created, and lasting memories are built upon. These are powerful word-of-mouth moments that fuel our passion and built our business. We are constantly awed by the power of storytelling in the engagement economy.