Brand owners must focus on promotion, recognition

A Department of Export Promotion seminar entitled "Brand Power" was told that producers and small and mediumsized enterprises should create their own brands by developing their products and service qualities with the aim of winning customers.

SB Furniture export marketing director Udompong Anukulkarnkusol said his company owed its success today to shifting from originalequipment manufacturing to making its own branded products.

"The company understands that brandproduct manufacturing is key to business success, because it increases the value added to the products and ensures sustainable loyal customers in the long run" Udompong said.

Although the Kingdom's exports of furniture and related parts are expected to grow only 3 per cent to US$1.1 billion (Bt37.92 billion) this year, SB Furniture is optimistic its own exports will expand 15 per cent, thanks to its highvalue products and aftersales service.

To be a successful brand producer, a company must impress customers by creating an attractive brand name and then constantly developing new designs, thinking innovatively and developing its aftersales service, Udompong said.

"Despite higher prices, our customers are willing to pay for our brand, because they trust our quality, designs and aftersales service," he said.

SB Furniture is the leading local furniture producer, with many brands, including SB Furniture, Koncept, Zelection BuiltIn, Cuisine Kitchen and Access, all of them serving different customer target groups.

Kannika Chinprasithchai, marketing and brandcommunications director at Black Canyon Coffee Thailand, said creating a brand with service quality development was the company's main strength.

Black Canyon Coffee is one of the successful local coffeeshop and restaurant enterprises branching out abroad. It boasts 180 units in Thailand and 27 else¬where.

Amid tough competition from both local and foreign cafe operators, the company has constantly developed its service - sending teams abroad for training, selecting good branch locations and using advertising optimally for customer recognition, she said.

Amid the present market slowdown, Black Canyon expects to enjoy 10percent growth in domestic sales over last year's Bt1.2 billion.

To serve rising demand in foreign markets, the firm this year plans to open more franchise branches in Mumbai, India, plus three more in Indonesia.