By Dr. Wilson Chew
The value of a brand is defined by its ability to differentiate itself from the competition.
Brand building is even more important if a company were to capture a bigger cut of
the global market pie.
A sound brand strategy is sorely lacking in many Asian companies.
To build a successful brand, one must consider good human capital management, technology,
operations, innovation and marketing, and finance.
Abstract
The article explores the essential factors that enable companies to differentiate themselves and build strong, globally competitive brands. It argues that differentiation is the cornerstone of branding, innovation, and market positioning, particularly for businesses aiming for sustainable growth in an increasingly globalised economy.
There are four key ingredients to differentiation: (1) Human capital management; (2) technology and operations; (3) innovation and marketing; and (4) finance. A well-defined brand fosters internal alignment, enhances employee engagement, and improves productivity. Technology and operational excellence must ensure consistency in product and service quality. Companies that embrace innovation create long-term value and maintain market relevance. Additionally, strong financial leadership plays a strategic role in sustaining differentiation by investing in brand development.
Establishing differentiation requires a holistic approach. By embedding the abovementioned elements into their corporate strategy, companies can establish a competitive edge, enhance customer loyalty, and drive long-term growth.
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