Bandar Seri Begawan - Never underestimate the importance of creating a strong brand, even in promoting Halal goods, an Australian expert on branding said.

During the Halal seminar last week, Christopher J Bayman, a key strategist from Australia, said a strong brand will change the way consumers think about Halal products. With good branding, a Halal food product will entice even non-Muslim consumers, encompassing the market outside of its US$600 billion Halal circle.

This is because brands can actually generate faith in the product and command a mindspace, while at the same time, create loyalty and lure buyers.

In food marketing, branding can transform products into “pleasures” and “moments”, thus deepening their role in the consumer’s lives.

“By creating a Halal brand, we have the opportunity to touch the lives of more people. Creating a trust mark for the Muslim community…..it (Halal) could become its own power brand”.

He urged local small and medium enterprise to push for strong branding, noting this is a come-on for retailers since “they like to stock and promote strong brands”.

He underlined how a good brand can help local businesses, especially those involved in the food industry.

Strong brands can add value to a product, allowing the manufacturer to enjoy the ability of commanding a higher price for their goods.

A good corporate identity and logo design, reputable company name and respectable customer service all add toward branding success. Other factors local food manufacturers should incorporate in order to attain a strong brand name are advertising, quality and eye-catching packagings as well as involvement in sponsorship events.

Citing a recent study, Bayman said that companies with well-known brands have outperformed the stock market average of 15-20 per cent over a 15-year period.

Even if you have a good quality product, he said, people might still prefer to spend their money on another item, which costs more just because they relate to its strong branding campaign. “The most common and least understood marketing barrier facing high-growth-oriented tansnational firms is the absence of a strong brand,” Bayman said.

 - Brunei Times, Sunday, August 26, 2007