CHEN CHAW CHANG

CHIEF COMMERCIAL OFFICER BOH PLANTATIONS SDN BHD

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

Having been in Malaysia for almost 90 years, we are privileged that we can tap on our long-standing brand presence and legacy.

Many have grown up with BOH and we are a homegrown household name.

Our teas from Cameron Highlands bring with them a distinctive taste and delightful aroma, hallmarks of a good cup of tea from BOH.

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

Consumer engagement and developing an “emotional” connection to our consumers is key.

Our packaging “speaks” to the consumer and communicates the essence of the product to elicit a purchasing decision.

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

To be consistently “on-brand” in every aspect, from our messaging and identity to delivering on our brand promise to consumers. For BOH, we are focused on this – “Share the Ummph”.

It starts with ensuring all our teas pack an Ummph – a great tasting and aromatic cup of tea which can be enjoyed and shared together.

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

For us, of course, is to deliver quality teas that cater to our consumers’ preferences and win their loyalty.

Consumers also respect brands that support causes that help to promote a better society which is what BOH does through our support for the Malaysian performing arts industry as well as our environmental conservation work.

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

It’s all about ‘spot on’ emotive engagement with consumers that create a lasting impression.

The first few moments are crucial. Consumers look for quality, authentic and meaningful interactions with the brand.