Established brands are the most valuable assets<\/p>\n
Burhanuddin Abe, Contributor, Jakarta<\/p>\n
For certain people, like executives, artists, celebrities or
\nsuccessful people -- or those who want to look successful --
\nappearance is highly crucial. One person who also believes this
\nis Aditya Indrajaya, an executive of a company dealing in
\narchitecture, interior design and management consultancy.<\/p>\n
"For me appearance is one of the most important personal assets,"
\nhe said.<\/p>\n
He agreed that to appear stylish does not necessarily mean
\nthat one has to wear clothes with recognized brands. However, the
\nbranded products do emanate a unique difference, although
\nsometimes the difference is often abstract or purely emotional.<\/p>\n
He admitted, though, that his clothes carry all the
\ninternationally acclaimed labels like Alfred Dunhill, Christian
\nDior, Celline, Versace, Hugo Boss, Armani and the rest. Likewise,
\nhis accessories, such as wallet and tie.<\/p>\n
Aditya, also the owner of Odiseus Health Club & Spa located in
\nseveral star-rated hotels in the city, is not alone in the way he
\nthinks. A number of other local executives have a similar mind-
\nset. Most agree that brand-name clothes and accessories as well
\nas frequenting popular places, like cafes and restaurants,
\nreflect one's personality and esteem. Such things also represent
\none's position or level of success. The cheaper lookalikes are to
\nbe kept at a long and safe distance, they often quip.<\/p>\n
Judging a man by his looks is like judging a book by its
\ncover. It is not always wrong to judge someone by his or her
\nlooks, but as appearances often deceive, it is not wise to use
\nthis superficial method as a parameter of evaluation, in the real
\nsense, that is. However, on many occasions, especially where one
\nhas to reflect a certain image, then appearances play an
\nimportant role. The clothes you wear become more than something
\nthat handsomely or beautifully cover you up, but they deliver a
\ncertain message, one that embodies certain values.<\/p>\n
Naturally, another return for the brand owners is the huge
\nprofits that successful brands consistently bring in. This is the
\nresult of long years of arduous work by the marketers in
\nnurturing their brands through effective advertising and public
\nrelations, or in the advertising jargon, grabbing maximum mind-
\nshare.<\/p>\n
Today, in an era when high quality is often taken for granted,
\npopular brands then are what separate by giving added value.
\nConsequently, consumers do not mind paying extra for these
\nabstract values. Paraphrasing what marketing expert Kent Wertime
\nwrote in his bestseller Building Brands and Believers a brand and
\nits role in making profits is becoming more recognized in the
\ncurrent "image economy" era.<\/p>\n
Not only reputable designers, like Christian Dior or Jean Paul
\nGaultier, are aware of the importance of a good name, but
\nmanufacturers of other product categories have long emphasized
\nits vital role, for example Kodak, Levi's, General Electric or
\nMercedes-Benz, just to name a few. Some of the world's most
\nsuccessful consumer companies have been outlived by their
\ncreators, founders and owners.<\/p>\n
Though Indonesian marketers have for some years now realized
\nthe importance of investing in a brand, in many business areas,
\nthe established international names still dominate the domestic
\nmarket. This is understandable based on the stronger roots of the
\nworld brands along with years of marketing experience. Also, the
\n"foreign mindset" of many locals, or belief that Western products
\nare ultra-modern, may be another reason behind their success
\nhere.<\/p>\n
A simple recall test of brands of soft drinks or fast food
\noutlets will result in answers like "Coca-Cola" and "McDonald's".
\nTheir ubiquitous presence is evidence of successful branding that
\nknows no boundaries or borders. Based on such success stories and
\nmany others, who would refute the fact that the brand name itself
\nhas really turned into an invaluable asset of the intangible
\nkind. For local business players, there is a rich lesson here if
\ndomestic enterprises intend to be more prosperous.<\/p>",
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