BRANDING SUCCESS STORIES

Case Study and learnings from a brand that embraced holistic

branding and transformed themselves

Putting back sparkle, relevance and leadership into an ageing brand

CASE STUDY ONE

THE BRIEF

To maintain its competitive edge by transforming MKH Berhad from a Kajang-based property

developer into a leading developer through a 360 degree re-branding programme

WHAT WAS OUR SOLUTION?1. A thorough audit of the brand’s internal external market perceptions

2. Uncovering of brand opportunities and unmet market needs and wants from the brand

3. Discovering the essence and core values of the MKH brand

4. Development of the design and projection of the new MKH brand identity

5. Aligning all staff to the new core values while transforming the customer experience through new, brand-driven products and a brand-based customer experience

6. Company-wide brand culture training based on brand core values

7. Launch MKH’s new brand to the market

From an old, dated brand, with a conservative and safe approach to product development and design….

To a brand-focused company with a refreshed personality, new brand promise, customer experience and projection

WHERE DID WE BRING THE BRAND?

Brand Essence

Brand Traits

Strategic Brand Positioning

CREATIVE ENERGYguided by

EXPERIENCE

DYNAMIC

PROFESSIONAL

RELIABLE

RESPONSIVE

FRIENDLY

STABLE

MKH is a property brand built on experience andstability that is committed to constant, dynamic movement

forward

THE BRAND’S DNA IN SUMMARY

INTERNAL BRAND TRANSFORMATIONBrand Culture Workshops

Brand Culture TrainingWorkshops conductedover 4 weekends to train all staff on the

new brand values andto develop the new

customer experience

(insert pix of new signage and reception)

New brand launchadvertisement

RESULT

MKH Berhad’s enhanced products, refreshed brand personality and customer-brand experience raised customer and investor perceptions, while adding value to an established property brand

So What Lessons Can We Learn?

• Branding is HOLISTIC

– It starts from an essence, a core of What The Brand Is All About…

– We call it the BRAND ESSENCE– It governs and dictates every activity of the

Brand, both internally and externally

• A Brand Has A Set Of Personality Traits

– Like a person– Both rational and emotional– They support the Brand Essence and make it

believable and acceptable to its stakeholders

• A Brand Has A Series Of Touchpoints With Its Customers/Stakeholders

– Retail displays– Product quality– Product design– Customer service– After-sales service– Phone service– Distribution & availability– Promotions & Publicity

• It’s About Aligning Brand Touchpoints

– To deliver a common brand experience– To ensure consistency– To ensure clarity

• Branding Is About An Emotional Bond With a Brand

– I buy it because “I like it”– The brand is “so me”– A Brand Essence is essentially emotive to

unleash the emotive appeal of a Brand, to forge consumer bonding with it

• Advertising, Direct Marketing, Public Relations, Customer Relationship Management per se is not Branding!

– They are manifestations of the Brand and its personality

– They are Brand building activities– They help communicate a brand’s appeal– Thy cannot do it strategically without a clear

understanding of what the core/essence of a Brand is

END