IRIS CHANG

COUNTRY MARKETING HEAD GRAB MALAYSIA

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

As a brand, it is very important to remain focused on the purpose and quality of service we offer. When we lose sight of that, it is easy to lose relevance and be caught up by the ever-changing climate around us.

Over the years, while we have expanded our ecosystem beyond ride-hailing to address other daily needs of our customers such as food, logistics and payments, the core of our business remains focused improving the lives of the people around us.

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

A brand’s “packaging” is usually influenced by two things – what they are offering and who the target audience is. These two points will play a heavy influence on how a brand communicates, the medium they use and the messaging, even though the essence of the product or brand does not change. Most campaigns are targeted to have a functional message of the brand or product’s value proposition, and sometimes, it’s meant to delight our customers and/or resonate with something current in today’s community.

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

Most important aspect is knowing what your customer really want, sometimes before they even know it, and what would speak to them.

For a brand like Grab which is regarded as a brand that’s at the forefront of convenience and the everyday reliable technology, it is important to be innovative and creative while not losing sight as to what is relevant to the notion of the consumers at any particular moment.

In addition, Grab as a platform empowers and touches many people from all walks of lives who rely on us as an additional source of income.

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

Building a brand equity is an ongoing effort. With technological innovation growing rapidly, our lives become increasingly intertwined with technology making today’s consumers more well-informed and discerning than before.

Today, they now have a wide array of choices to choose from be it transport options, food deliveries or even mobile wallet. A brand has to be rewarding and yet provide added value to their consumers to stay relevant. This can be achieved by continuously integrating the growing needs and demands customer and innovating services offered.