KPJ Healthcare Berhad

Pushing forward via branding

Nations, like goods and services, need their own branding to project an image of being forward-looking and confidence to draw investors, visitors and diplomats to their shores, experts on the subject

KUALA LUMPUR: Nations, like goods and services, need their own branding to project an image of being forward-looking and confidence to draw investors, visitors and diplomats to their shores, experts on the subject say.

Towards this end, a high-powered roundtable discussion will take place here on Wednesday to help nations and companies build their image in the face of today's economic changes.

The Razak Roundtable, carrying the theme Creating Brand Power for Countries and Companies, aims to provide a platform to people in the public service, private sector, civil society and relevant stakeholders to exchange opinions, share best practices and thoughts on how crucial branding is in a rapid and changing global marketplace.

It is jointly organised by the Razak School of Government (RSoG), which spearheads the transformation of the country's public service, leading healthcare provider KPJ Healthcare Bhd and University of Oxford's Said Business School, one of Europe's most entrepreneurial business schools.

“In this Razak Roundtable, we aim to share how one can influence the perception of target audience in ensuring that people see what you want them to see with respect to your brand,” said RSoG CEO Dr Hamidin Abd Hamid.

“For example, people have the misconception that public servants are just people in suits, who sit in their office all day.

“In order for public servants to overcome this misconception, we need to create a positive brand or image for the people to realise that we really mean business, that we really are here for the people,” he said ahead of the event.

“Good branding creates good communication and that is what we need right now.

“We need to communicate, listen and understand the people's predicaments and try to address them,” said Dr Hamidin, adding that branding for the public service was important as civil servants play a pivotal role in implementing policies.

“Constant engagement with the people is necessary to ensure an organisation, person or country can continuously sustain or improve branding.

“They will not only have to keep communicating in every possible way, such as using social media, but also need to keep their promises and deliver them to the best of their ability,” he said.

Citing Paris, which has earned a reputation as the City of Love, Dr Hamidin said the city was often associated with specific characteristics and services.

Business School associate dean Andrew White said nations were now using strategies and techniques that had proven to be successful over the last dew decades in the corporate world.

“There is now recognition that every nation has its own image and governments appreciate that it is better to be in control of it rather than let it be controlled by others.

“A strong nation brand image enhances international trade and adds soft power.

“Overall, branding improves the ability to win against regional and global competitors and defend national markets,” he said.

On Malaysia, White said it had taken steps to transform its economy and extend its international trade, adding that the public sector was addressing numerous issues as the country strives to become a high-income nation by 2020.

KPJ Healthcare Bhd managing director Datin Paduka Siti Saadiah Sheikh Bakir said the environment for strengthening customer-to-brand relationships and realising sustainable growth had never been more demanding.

“This forum will help provide insights into how to build and sustain world-class brands as well as rejuvenate them,” she said.

Siti Saadiah added that it would also help the public and private sectors fuse together professional expertise and experience, cultural knowledge and awareness in bringing people together. - The Star