Real estate taipan calls for ‘branding’ PH
By Theresa S. SamaniegoFor Jose E. B. Antonio, the delivery of quality products and services is the ticket to transforming the Philippines into a global destination.
For Jose E. B. Antonio, the delivery of quality products and services is the ticket to transforming the Philippines into a global destination.
Q: In your last Friday’s column, you talked about banks extending their marketing to life insurance. We have also noticed that banks like the two largest banks—BPI and BDO—are also expanding into owning and operating real estate development and shopping malls. Why are banks going into these businesses?
Businessmen must realize that not every product or service is a brand. Brands differ from commodities.
Q: We enjoyed reading in last Friday’s column the reaction of McDonald’s to your column about them two Fridays ago. As we were chatting about this during lunch, we asked our marketing VP about her thoughts. She surprised everyone when she took the occasion to bolster support for her recently submitted marketing budget when she said: “That’s what I’ve been saying about building our brand with heavy advertising, PR and sponsorship. As diamond is forever, so is an established brand. But you have to invest in establishing our brand.”
Trade liberalization and economic integration are inevitable and they will become a way of life.
In these days of the Internet and social media, branding has never been more important.
In a world that has become so global, where do we find our identity? I was amused during an elevator ride yesterday: two call agents speaking in distinct, exaggerated, American accents. Yes, we Filipinos speak with an American-English accent rather than a British-English accent, but theirs sounded like they grew up in, like you know, um, Los Angeles.
Believe. This is something that I always tell myself whenever I embark on any endeavor. In my work as a communication professional, it is important for me to believe in the promises of a product, service or cause, before I agree to take it on. Believing in something makes the process of sharing it much, much easier. Belief in something gives it wings, and bestows it with dimensions that can be actualized in time.
The Management Association of the Philippines has partnered with the government and other private entities to form the National Branding Council, which will craft national strategies to promote the country. In a statement issued Monday, the business group said this public-private partnership aims to formulate long-term strategies to enhance the country’s image in the international [...]
The consumer is not a moron, she is your wife: that is one of advertising giant Ogilvy’s most famous lines. If you ask advertising and marketing practitioners if they know what it means, most of them, if not all, will say: “I do.” Let’s talk about degrees of consumer separation. The most devastating thing that [...]
The contrast is as stark as it is improbable: a dazzling, brand-new super yacht glides across the harbour of the communist-era Gdansk Shipyard, the birthplace of new Poland but the epitome of industrial decay.
To attract more long-term investors, the Philippines should market itself as an investment “brand,” with rules that are set for the long term and not dependent on who the sitting president is. In marketing the country abroad, European Chamber of Commerce of the Philippines president Hubert D’Aboville said the government should not just think of [...]
