SINGAPORE: Luxury audio and video company Bang & Olufsen (B&O)
plans to strengthen its brand building programme in Asia following its
move to establish its regional headquarters in Singapore.
B&O bought out the local franchisee last year because it wanted to
invest in building up the B&O brand in the region, according to Claire
Leong, B&O retail and brand manager.
The company has appointed Gosh Advertising to handle its branding
assignments.
The agency's first project is to create promotional materials for B&O's
upcoming regional sales conference, which will be held in Australia.
Leong, who was previously Mercedes-Benz marketing manager at local
distributor Cycle & Carriage, said Gosh's appointment was the result of
the agency key executive having worked with the luxury car brand in the
past.
Gosh's chief executive officer, Theodore Choo, previously handled the
Mercedes-Benz account at Spenser/BBDO and Monsoon/Lowe respectively.
According to Leong, B&O faces a similar challenge as Mercedes-Benz and
other luxury brands in the current economic climate.
Leong, who helped launch Mercedes-Benz' entry level A-Class model, said
B&O needed to make itself relevant to new consumer groups by launching
more affordable products without eroding the brand's aura of
prestige.
For example, it recently launched the BeoSound1 - a CD and radio player
priced at S$1680 (about US$958) - aimed primarily at men
between 20 and 28 years old.
"Some people feel the brand isn't relevant to them because of the high
prices," explained Leong.
She also said B&O was product-driven in the past, but would now focus
its efforts on customers and marketing. But rather than communicate
product features - that can be copied by cheaper rivals - Leong wants
the brand's advertising to emphasise B&O's unique user experience.
