BRANDING: Comment - The leaders of Asian firms must have strong brand skills

Asia is still one of the world's biggest providers of commodities. At the same time, Asian manufacturers mostly produce for other companies and the majority of these products are, therefore, non-branded.

There are only a few global brands originating from Asian companies (disregarding Japan and Korea as they are a different breed) compared to brands galore within almost all industries in the West. The time has come to change this somewhat historic and outdated trend.

Asia has changed dramatically over the last two decades and now represents strong product quality, a very well-educated and competent workforce, powerful financial sources, endless R&D capabilities, a rare passion for technology & gadgets and a growing infrastructure in most countries.

Therefore, creating and implementing global brand strategies are inevitable for tomorrow's successful Asian companies in order to capture a larger part of the financial value and enhance the profit streams. Asian companies need to move up the value chain through strategic branding and they have all the capabilities needed to achieve this in the years to come.

Branding will become one of the most prominent drivers of value in Asia Pacific in the next decade. My experience with several clients in the region along with the company's close ties with top-management teams across industries have shown that branding is moving up the board room agenda.

Businesses with a sustainable business model and with a visionary and passionate CEO with branding talent will benefit from the rising opportunities for taking on the global scene. The modern Asian company leader has to be an excellent business leader and brand marketer with a truly international edge.

Traditionally, new senior executives among Asian companies are recruited from within the ranks of the organisations primarily from technology and financial related career backgrounds.

There are fewer talents with in-depth and high-level branding backgrounds compared with Western companies. Many companies tend to lack experienced top-leaders who have spent their entire executive careers in marketing and branding hence bringing with them the important capabilities and international experience in the branding field.

Therefore, reconsider the management teams in 'new Asia' and take on more highly-skilled people with capabilities and global experience in branding. All these factors are no longer a luxury but a necessity to win a lucrative position in the global branding battle.

Asia has the opportunities at hand.