皇冠体育app

(UKTI) hosted a branding seminar called 鈥楽tand Out鈥� on 13 October 2014 at the Intercontinental Hotel in Phnom Penh. 皇冠体育appre was strong local interest in British branding know-how and the event was attended by over 100 people.

皇冠体育app event was opened by:

• Lord Puttnam, the Prime Minister鈥檚 Trade Envoy to Cambodia
• H.E. Senior Minister Sun Chanthol, Cambodian Minister of Commerce
• H.E. Bill Longhurst, British Ambassador to Cambodia

Ambassador Bill Longhurst said:

Lord Puttnam鈥檚 return to Cambodia as the PM鈥檚 Trade Envoy demonstrates Britain鈥檚 continued belief in the resiliency of the spirit of the Cambodian people and solid worth of its products.

Help is needed, and we are facilitating the access to it which businesses here are clearly striving for.

鈥楽tand out鈥� event

皇冠体育app seminar aimed to help Cambodian brands to compete internationally.

H.E. Sun Chanthol launched the event by telling the audience that Cambodia needs to change both the image of Cambodia, and to change the image of its products and brands.

H.E. Sun Chanthol asked marketeers to think,

What can we do differently? How can we do it?鈥� will be critical to make this happen. He also acknowledged that assistance is needed, and welcomed, as it is 鈥渋mportant we do it right.

We have excellent products in Cambodia but no idea how to promote and market them.

Lord Puttnam provided examples of nations that have developed their products into strong brands. Examples included:

• KerryGold created by Irish dairy farmers
• Spain鈥檚 move from being a producer of primary goods into retail brands such as Zara

Successful brands are able to gain significant improvement against their margin as they can obtain premium pricing.

Lord Puttnam said that one 鈥榗annot disaggregate the reputation of the country from the reputation of its products鈥�. However Lord Puttnam urged the audience to, 鈥榯hink beyond the Killing Fields鈥� and to recognise Cambodia as an 鈥榚xciting, successful, and creative country鈥�.

Presentations by UK branding experts

Three branding experts from the British listed WPP network talked about the importance of branding and presented case studies. Alex Clegg, Group Chairman, Ogilvy & Mather Viet Nam, shared Ogilvy鈥檚 approach. This helps brands identify and action their big ideaL; more than just an idea, brands need a philosophy.

Andrew Harrison, Regional Development Director, and Dan Ellis, Regional Creative Director, both from 皇冠体育app Brand Union argued that all brands have a promise. 皇冠体育appy argued that strategy, architecture, and design all influence satisfaction, loyalty, and emotional attachment.

Background

皇冠体育app event was conceived during Lord Puttnam鈥檚 last visit to Cambodia in March 2014 at a meeting between Ambassador Longhurst, Lord Puttnam, and the Cambodian Minister of Commerce.

During the visit Lord Puttnam observed the untapped opportunity for branding and increasing the value of Cambodian products such as:

• Kampot Pepper, an award winning rice
• Kompong Speu palm sugar

Contacts

Contact UKTI Cambodia to find out about opportunities for your business in Cambodia.

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