I have had this wonderful opportunity of being able to understand in real time what I learn in my Branding classes. My engagement with Management Systems (Asia) which is a Business Publication focussing on Management Systems and Business Excellence. The magazine is now about 8 months old and we have been working towards building a Brand from scratch. Over time, we now have good recognition in the Philippines apart from Singapore where the magazine is headquartered.
But recently due to feedback we received saying that keeping the "Asia" as part of the LOGO of the magazine could limit our market to Asia. So, a debate started on whether the "Asia" should be brought out separately from the logo - like Management Systems and then "Asian edition". The argument for this was that Management Systems primarily comes from the Western countries and not from Asia. The other argument was that Management Systems may have to be tweaked for Asia, and the whole world is looking towards Asia as the next phase in the Global growth story - China and India are being looked at as the possible new powers in the world. We are seeing a power shift and Asia does excite people across the globe.
The argument continued and the organization decided to keep the Asia but not as part of the logo as that would let us be flexible at a later stage of our growth. So we embarked on a new journey to discover a logo that would best embody the attributes of the product and still ensure visibility keeping some of the physical attributes of the previous logo.
All of this has complimented by learning in my Brand Equity Classes at the Asian Institute of Management .
By the way, Management Systems (Asia) is one of the only Management Systems magazine that has an online replica of its print magazine in a very interactive and user friendly interface. Take a look at Management Systems (Asia) eMag . You can read the whole magazine online for free on just registering.
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