Jointly organised by ASME and Lianhe Zaobao, the seminar “Branding in a Downturn” was held on 6 May 2009 at the SPH News Centre Auditorium. The seminar, held in conjunction with this year’s Singapore Prestige Brand Award, was attended by over 300 participants. It aimed to help participants understand how to better manage their brands, seize opportunities in the current downturn, and come out tops when the economy rebounds.

The speakers at the seminar comprised Ms Regina Quek, Director, One Legal LLC, Mr Adrin Loi, Executive Chairman, Ya Kun Kaya Toast, Mr Charles Wong, Managing Director, Charles & Keith, Ms Susan Tham, Regional Marketing, Strategy & Brand Director, Citibank Asia-Pacific, Mr Paul Sykes, Managing Director and Founder, Cross Creative Group, Mr Howie Lau, General Manager and Executive Director, Lenovo ASEAN, Ms Kuah Sok Khim, Marketing Director, Strategic Marketing Department, Marketing Division of Singapore Press Holdings and Mr Kang Puay Seng, Managing Director, Super Bean International Pte Ltd.

In his opening address, Mr Chan Chong Beng, Chairman of the SBPA 2009 Organising Committee, spoke about the importance of continued branding efforts in a downturn.

“In an economic downturn, some businesses cut back on branding initiatives to save costs. Others continue to reinforce their branding efforts, taking advantage of the lower costs and seizing opportunities while the environment is less congested.”

“Branding, regardless of the industry you are in, becomes even more relevant in a downturn. When customers become more discerning and everyone is fighting for the consumer dollar, it is those businesses that have been consistent with their branding efforts that will prevail.”

At the end of the seminar, the audience brought home with them useful business tips and brand management ideas.

To find out more about the Award, please contact:
6513 0349/ 361/ 375.