One of the first things that came to my mind when I recalled a recent TCM store visit is that it is filled with Asian tradition. The smell of herbs, dried goods and bird's nest etc. A store experience which somewhat brought back the memories of herbal remedies; prescribed and brought back for preparation. It seems to have little connection or relevance with me today. I am quite sure some of you may agree with me. However, there is a successful outlier that stood out from the rest which made a renewed connection.
One of the home grown Singaporean TCM brand had undertaken a rebranding journey. Productizing their tonics and herbal remedies yet retaining their traditional TCM values. Its red and white logo that can be found all over Singapore with even their own specialist clinic at Paragon Medical Centre. It has already expanded to different parts of Asia today. I will not be surprised to see this brand at international airports all over the world in the next few years.
This is indeed a fine example of successfully branding a truly Asian, traditional product and service. The challenge for the brand is to continously evolve and remain relevant to the needs of their customers. For example, they have reduced sugar bird's nest for the health conscious.
I firmly believe there is hope for Asian brands to shine with the potent combination of market research and sound brand strategies. I sure hope to see more in the list with Singapore Airlines, Banyan Tree and Breadtalk.
Please leave your comments, if any.
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