NG HOCK GUAN

COUNTRY MANAGER BEIERSDORF (MALAYSIA AND SINGAPORE)

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

In order to sustain brand presence, both above the line (ATL) and below the line (BTL) advertising support are inevitable. Besides this, television commercial (TVC) support, relevant brand content and creative brand activations at store level to offer 360° brand experience to consumers.

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

Of course. Besides state of the art innovation to address consumers’ needs, Nivea has always been pulling our consumers to the brand via emotional branding activation like our Raya Crème campaign as well as our recent Merdeka campaign to plead the importance in giving back to society.

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

Powerful and effective branding to us is all about brand quality and honesty, we deliver what we promise.

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

Stay true to our core values of Nivea consistently across the globe which are Caring and Trustworthy.

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

Sharp consumer insights to understand their needs to make Nivea relevant to them. When translated into execution, besides having cutting-edge communication emphasis on pull content i.e. brand experience will form the integral part for high Top of Mind recall rate.