Advertorial

'Branding is crucial to corporate bottom lines'

- Hemaka Amarasuriya tells LMD:

"As we look ahead to the rest of 2009 and beyond, the relevance of branding and how businesses leverage their brand equity - or create paradigm shifts in perceptions of brands - will be crucial to corporate bottom lines and brand values," notes business journal LMD, in its latest issue.

Pointing out that brand marketing and communications are now crucial components in driving business results, LMD asserts that in this process, communications holds the key.

However, as the business leader and Chairman of Singer Sri Lanka Hemaka Amarasuriya tells LMD trends continue to favour a lull in communications in an economic downturn - much to the detriment of a brand's long-term equity.

In the course of a wide-ranging interview with LMD, Amarasuriya said, "The way I see it, in a downturn, consumers turn to trustworthy, established, reliable brands - because they tend to be risk-averse at a time like this.

"And it is important that brands continue to retain the trust that lies with consumers. Therefore, I feel a brand has to be supported and its equity must be maintained."

"There is a temptation to try and cut corners with products and services. But I think that is a very tricky and treacherous path to follow - because you have built a brand, you have built trust and reliability and people expect you to retain that, come what may," he said.

Businesses can't afford to lose sight of their brand's importance to customers even during a downturn, asserts LMD. It adds that they must, therefore, maintain brand equity and loyalty. "In that context, switching all your advertising or communications to tactical promotions could be highly risky," Amarasuriya said.

Union Assurance wins ACCA Sustainability Reporting Award

Union Assurance PLC recently won the ACCA Sustainability Reporting Award for the second consecutive year in the medium scale category, a media release from the company said. This award highlights the emphasis that Union Assurance places on accountability, integrity and transparency in dealing with its stakeholders.

The Union Assurance Annual Reporting has gained many a recognition both locally and internationally from leading professional bodies, for its transparency, management commentary and good governance.

ACCA has promoted greater transparency in reporting of organisations' social and environmental impacts for over fifteen years. ACCA is involved in reporting awards in more than 20 countries in Europe, Africa, North America, Canada and the Asia Pacific region. The ACCA around the world rewards companies for excellence in environmental, social and sustainability reporting.

The aim of this Award is to identify and reward innovative attempts to communicate corporate performance and to reward transparency. In today's competitive environment organisations are under pressure from stakeholders to demonstrate their efforts to manage the impact of their operations. The ACCA award is based on an organisation's environmental, social and sustainability reporting. This is an important route through which corporate accountability and integrity can be demonstrated, the release said.

American Express launches Wardrobe Campaign for Avurudhu

Following the successful Wardrobe Campaign held last year whre many won Rs. 50,000 cash reward each at American Express - the credit card acquired and issued solely by Nations Trust Bank PLC launched the Wardrobe Campaign again especially for the festive season.

This year too, American Express in exclusive partnerships with some of Colombo's finest clothing stores will reward its Cardmembers to indulge in some retail therapy. During this period until May 31, American Express will offer each of the seven lucky shoppers the opportunity to win Rs. 50,000 worth of clothing to fill their wardrobes.

The Wardrobe includes the country's most premier shopping destinations such as ODEL, Hameedia, Cotton Collection, Leather Collection, Raymond, Adidas as well as No Limit, Glitz, Dillys and Carlo to name just a few. Cardmembers need to use their American Express Card for purchases at the selected retail stores and automatically become eligible for the prize. Chief Manager Cards and Consumer Assets at Nations Trust Bank PLC Lewie Diasz said, "We are delighted to bring back once more this hugely popular offer to our valued Cardmembers. We are certain this exciting proposition from American Express is bound to be a timely treat to all our valued Cardmembers during the forthcoming festive season. We are delighted to partner with the premium lifestyle clothing and department stores in the country in introducing this novel value addition once again to our membership privileges."

Samaposha MD to attend international parley

The first International Conference on Corn and Sorghum Research will be held from April 8 to 10 in Pattaya, Thailand. This International Conference aims to strengthen the ongoing research on Corn and Sorghum to enhance sustainable Corn and Sorghum production for better quality of life and environment in Asia.

The conference will be attended by Scientists, Academia, Government officials and Business Leaders from all over the world.

Managing Director/CEO of Plenty Foods (Pvt.) Ltd, a wholly owned Company of Ceylon Biscuits Ltd, Mohan Ratwatte and an Executive Member of the National Agribusiness Council has been invited to represent Sri Lanka at the Conference.

HSBC unveils PowerVantage Plus

HSBC launched PowerVantage Plus, a complete financial solution offering a person and his family a range of benefits and services.

This new product focuses on four key attributes, which cater primarily to the individual customer, their family and the protection of their family, while commanding global recognition.

Some key features of this unique product are:

* "Special savings for your child", where HSBC will contribute 5 percent per annum of the parent's monthly average current and savings account balances to the child's savings account.

* "Pre approved HSBC Platinum Credit and Debit Cards" offering more advantages and freedom to customers.

* "Relationship Management Services" through dedicated call centre agents and priority desks at branches to enable customer convenience.

* "Easy and Free Access to your funds" via any ATM in the PLUS network locally and internationally.

All PowerVantage Plus customers will be offered preferential rates, on children's savings accounts, educational loans and other HSBC products, and on International Banking Services to suit the diverse needs of customers.

PowerVantage Plus has been built around these factors to meet the expectations of our customers".

The other benefits include, a personalised current account, concierge services both locally and internationally, access to the best and most prestigious local promotions and events, and the facility to transact on-line through HSBC's Internet Banking service and access to HSBC's 24-hour express banking centre.

NDB Bank Avurudhu offers

All NDB Bank branches excluding Mt. Lavinia will function on the April 14 from 7 a.m. to 1 p.m. for Avurudhu Ganu Denu transactions. The seven-day banking branches will be open throughout the holiday season, with the Havelock Town branch being open from 9 a.m. to 6 p.m. while the Mt. Lavinia and Rajagiriya branches will be open from 9 a.m. to 8 p.m. In addition to this, all branches will be open from 9 a.m. to 12 noon on the April 10. Saturday banking will take place on April 11 at the Piliyandala, Nugegoda and Pelawatta branches from 9 a.m. to 1 p.m.

NDB Bank has had a long-standing tradition of fostering Ganu Denu among Sri Lankans with its existing and prospective customers. This year the Bank will present wall clocks and wristwatches to all its savings and fixed deposit account holders. New and existing customers opening savings accounts or making a deposit with Rs. 20,000 or more for a period of six months will receive branded wristwatch. Wall clocks will be given to those customers who make deposits or open new Savings Accounts with Rs. 10,000 to Rs. 19,999 for a period of six months. Customers who open Fixed Deposits for a period of six months with Rs. 10,000 or more will also be rewarded with attractive wall clocks.

Qatar Airways participated at the ITB Berlin, the world’s largest travel fair held recently in Berlin, Germany. The airline announced six new destinations, Sydney and Melbourne in Australia, Goa and Amritsar in India and two European destinations. Here Indian entertainers at the Qatar Airways stand at the fair. Pic by Hiran Senewiratne