RODNEY TAN

MARKETING DIRECTOR (MALAYSIA, SINGAPORE AND HONG KONG) SUNTORY BEVERAGE AND FOOD MALAYSIA

How can brands retain their relevance amid the challenging business environment?

It’s important that brands continue engaging with both consumers and shoppers with relevant brand campaigns that meet consumer needs. Ribena has continued to evolve and kept up to date via new brand campaigns and product launches based on research insights.

Companies are cautious and cutting costs in the wake of the growing risk brought on by the ongoing Us-china trade war. Has this affected your branding strategy?

Suntory Beverage and Food Malaysia continues to invest in key communication campaigns and brand engagement activities for Ribena and its other brands, with brand presence being maintained via multiple touchpoints.

Is championing for a cause paramount in brand building besides vying for a stronger market presence?

Not paramount but a main consideration factor. Apart from being able to give back to the community, it helps to drive a stronger emotional connection as well as provide another dimension to communicate brand values.

How can a brand stand out amid the digital wave and rising consumer expectations?

Brands need to adopt a multimedia strategy, reaching out to consumers via various touchpoints, especially in building a favourable consumer experience.

Other than investing behind different media touchpoints, BTL brand activation programmes are also a priority for Ribena.