Brand expert cites quality, ‘higher purpose’
Print Edition
DAVID Aaker, considered the “father of modern branding,” has launched Chinese versions of two of his books — “Brand Relevance: Making Competitors Irrelevant” and “Aaker on Branding: 20 Principles that Drive Success.”
During his short stay in Shanghai last month for the launch, Aaker discussed the most important concepts to shape brands and grow business.
The American, with 16 bestselling books, is vice chairman of Prophet, a global brand and marketing consultancy firm, and professor emeritus at the Haas School of Business at the University of California, Berkeley.
Aaker sat down for an interview with Shanghai Daily after meeting key decision makers and marking professionals at the American Chamber of Commerce in Shanghai.
Q: Can you describe how to successfully build a brand?
A: First, it should have energy, and then it must be differentiated from other products. And last, it should have a higher purpose. The brand should have its own story. It could be related to its founder, its client or even its staff. Through the story, the people buying this brand are able to approach the core of this brand.
Q: What is a higher purpose?
A: Let the people working for this brand have better input, and at the same time show respect to your client. This doesn’t necessarily refer to big projects, such as making the water more clean or aid for the African people. Sometimes higher purpose can lead to a “liking” relationship. Apple is a good example, and its higher purpose is to make better products for its clients.
Q: Do you find any branding difference in China and the US?
A: What I have experienced the most in the branding area is China’s e-commerce. Shopping online in China is a good experience. When a web page is opened, all the information about that product including the picture is there. Xiaomi and Wechat are good branding examples in China.
Q: Nearly 30 years ago, many people in China were in dire poverty, but now the nation leads the world in consumption of luxury brands. What’s the future of luxurious products in China?
A: In the short term, the anti-bribery movement from the Chinese government might affect the market, but in the long term, the number of rich people in China will increase. Today’s China is similar to the 1930s and 1940s Japan: Products with an English logo or anything from the West was popular. But today the Europeans are changing things, providing experience buying luxurious products. I believe the Chinese people will also change. Quality hotels, top restaurants and good tourist destinations will grow up in China.
Q: Here in China, the issue of over-branding brothers some buyers. What’s your view on this?
A: I know some Chinese brands are exaggerating their own brands. But in my view, this is a waste of money. If there is no certain quality behind a product to match its promise to clients, then it is impossible to build up the image of a brand.
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