JEANNE CHIA

HEAD OF MARKETING Continental Tyre Malaysia Sdn Bhd

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

Continental always promotes mutual “Value Creation” in any situation, that is where we will create value for the consumer, business partners and stakeholders while building the brand presence.

Our promotions such as “Sayang Malaysiaku, Love Continental”, the Merdeka marketing campaign are where we create the value for all parties – brand presence in sell-in/sell-out promo, consumer activities, press releases & etc.

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

Yes, Continental is the brand build around the positioning of “When Everything Counts” from German technology, consumer confidence in driving, and consumer experience.

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

By understanding the consumers, based on insights and creating value for them.

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

This can be done through communications, engagement with consumers, driving experience, product testing activities and product reviews. These will help create value for the company.

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

Consistency in brand positioning and rolling out a concise and simple message that is relevant to the target audience.

Yes, Continental is the brand build around the positioning of “When Everything Counts” from German technology, consumer confidence in driving, and consumer experience. Jeanne Chia