mark Chamberlain is CEO of Millward Brown Indonesia, global research agency behind inaugural BrandZ ™ Top 50 Most Valuable Indonesia this year brands. He speaks Indonesian brands love, and increased global profile of Indonesia.
First, what do Millward Brown Indonesia, in a word?
Simplistic I refer to "guide and more and more brands to Indonesia." Our goal as an organization is to help our customers grow their brands and businesses. We do this through research and advice that relates to the brand strategy, brand measurement, creative development and optimization of the chain.
BrandZ is the annual survey of Millward Brown's brand value, combining consumer research with financial data, which is now in its tenth year in the world and with separate rankings for China and India. Why Indonesia, and why now?
BrandZ technology is valuing the strongest brand globally as it is underpinned by a strong understanding of the people who really matter: consumers buy brands. In Indonesia, we covered 14,000 consumers and 350 brands in 28 categories. Indonesia is the fourth market in which WPP has invested in a local ranking, showing its importance and emergence on the world market.
In your launch results in late August, Bank BCA came first with a brand value of US $ 9.9bn. What do you hope the Indonesian brands will learn to from the results of the study?
There are six when Millward Brown and WPP launched China Top 50 there was only one Chinese brand in the Global Top 100 - there are now 14. BCA was very close going into the World Top 100 this year. My hope is that we'll see two or three Indonesian brands broke into the Top 100 Global over the next five years. To do that Indonesian brands will build brand love with consumers, and become more innovative with their offers and in their communication. On average, the top 50 brands Indonesian underperform significantly in both areas over Top 50 counterparts in other markets.
In simple terms, these are some of the methods you have used to collect the opinions of 14,000 Indonesian consumers surveyed?
I'll try to explain this without revealing the geek in me! We made 28 investigations separate category with consumers in these categories in some major cities in Indonesia. Depending on the nature of the class, some surveys were conducted online, some mobile and some face to face. These data were merged with the financial reports publicly available. BrandZ is the largest database of equity in the world, we have created proprietary frameworks linking our data to commercial outlets such as stock prices. We have produced models to try to do everything sexy, but easy to understand. Will pass the geek test?
What is important for Indonesian consumers today?
There are real tensions facing the Indonesian consumers now have a unique Indonesian twist if you probe deep enough. For example, 65 percent of Indonesian consumers say they want cultural experiences that will broaden their horizons, but 73 percent worry about the values and traditions they value most are eroded by global influences.
probe deep enough and you can discover how the Indonesians renegotiating nationalism practices to deal with this tension. There are many other social tensions. The best brands include these tensions and work where they can offer a credible point of view and how they can play a role in promoting the benefits of society.
tobacco brands represent US $ 14.8bn, or 23 percent of the overall value of the Top 50 brands - the second highest sector after financial services. Why some strong sectors here?
Very trademarks in Indonesia Top 50 provides a fairly accurate representation of life here. Banks, tobacco, telco, trusted household brands and developers dominate the Top 50 - and in an hour I spend commuting to work each day these categories are very visible! It is also interesting to note that the categories are not in technology 50. Take Indonesia Top: this represents almost half of the value of Global Top 100. In China brands such as Tencent and Alibaba have been all-conquering. Tech is not yet represented in Indonesia Top 50, but I think the industry here is on the verge of great things over the next five years.
There are two criteria for inclusion in the rankings. First, the mark must be publicly traded, and secondly, it must be owned by an Indonesian company, or an Indonesian brand created belonging to a multinational. So, most brands are local. The two main exceptions are the Unilever portfolio and Aqua. Interestingly Unilever have done a good job locating their brands that many consumers think their international brands like Ponds, Sunsilk and Rinso are Indonesian. Aqua is synonymous with Indonesia and is owned by Danone, listed in France. The 40 remaining marks are property of Indonesia, six of which are state owned.
What are the Indonesian grown brands have the best chance of success abroad in the future and why?
brand equity part of Millward Brown includes a measure called potential that indicates the likelihood of growth in market share locally. Predicting success abroad is more difficult because of the growing number of variables. To succeed abroad, Indonesian brands have to do what successful multi-national brands made in Indonesia. They will understand the consumer and brand landscape in the markets they want to grow in and find ways to adapt and modify their proposals so that they are useful to consumers in those markets.
It is clear that the current Indonesian Top 3 brands have the scale to break into the Top 100 Global - BCA, BRI, Telkomsel. A brand like Indomie (# 14 in Indonesia) is already sold in many countries and is very popular in some African countries. Mayora is another Indonesian company with regional and ambitious global expansion plans. Finally, I would also bet on a brand of Indonesian technology to a smaller scale 'Alibaba' and floating for a large sum over the next five years.
Tell us about your trip with Millward Brown today your position as Managing Director Indonesia.
I joined Millward Brown as a graduate of the University and fell in love with the brand building understanding and effective communication through a consumer lens. Millward Brown has been fantastic in giving me a variety of possibilities, including a detachment with GlaxoSmithKline and sponsoring me through a program called The Marketing Academy UK. Having customer regional and global roles fact, the ability to manage the business in Indonesia has come. In fact, I was born in Kediri and Surabaya lived for ten years as a child. So I did not need much convincing to become part of Indonesia history. The time can be a bit difficult at the moment but they are pivotal years that will determine the contribution of Indonesia in the global economy over the next 15-20 years.
What are the plans of Millward Brown Indonesia for the future?
One of my favorite sayings is that "standing still is the fastest way to move backwards." We did a lot of reorienting the company around our aim to "guide and develop brands for Indonesia. " Success in the future requires us to develop our consulting offer, the scale of our digital and automated search solutions, invest in talent and build on the fantastic brand building thought leadership we have developed by BrandZ . BrandZ will be back every year over the coming years.
Thank you, Mark. To learn more, visit: www.millwardbrown.com or email mark.chamberlain@millwardbrown.com