That’s What Friends are For!
    Category: Column By : Hermawan Kartajaya Read : 1985 Date : Monday, June 20, 2016 - 01:48:43

    Garuda Indonesia has received Skytrax’s five-Star Airline rating ever since the end of 2014, and won awards for the world’s best cabin crew two years in a row from Skytrax. These two accomplishments have propelled Garuda Indonesia to being a world-class aviation brand.

    The status was strengthened by a recent announcement of the Brand Asia 2016 results. Based on a research with customers in 12 Asian countries, including Indonesia, Garuda Indonesia was voted “The Most Powerful Brand in Indonesia” and is among “The Top Five Most Powerful Brands in Asia.” In fact, Garuda Indonesia is the only local brand that tops the local ranking in each of the 12 Asian countries surveyed.

    Six of ten brands in Indonesia’s Brand Asia 2016 top-ten list are respective industry leaders, including Garuda Indonesia, Aqua bottled water, minimart chain Alfamart, cellular operator Telkomsel, Matahari department store and taxi company Blue Bird Group. The other four in the top-ten list were global brands including Apple, Adidas, Samsung and Nike.

    Besides Garuda Indonesia, other local brands in the top ten also won several regional accolades. Scoring higher than other Asian retailers in their respective home markets, Alfamart was rated “The Most Powerful Retail Brand in Asia.” Telkomsel was also voted “The Most Innovative Telco Brand in Asia.” Despite missing out of the top ten, Pertamina was voted “The Most Powerful Energy Company in Asia.”

    Brand Asia is a prestigious award based on an extensive survey conducted by Nikkei BP Consulting Japan. It is a horizontal brand evaluation survey, ranking the overall brand strength of 120 companies in each of the 12 countries, and showing the brand’s power within Asia. For Indonesia, Nikkei BP Consulting conducts the survey in collaboration with MarkPlus Insight. Therefore, the awarding ceremony was held during the 26th Anniversary of MarkPlus, Inc. on May 17 at the Main Atrium of Kota Kasablanka in Jakarta.

    Brand Asia itself started as Brand Japan, which was conceptualized by Hotaka Katahira, now an emeritus professor at the University of Tokyo. The methodology was based on four simple yet powerful brand attributes: friendly, convenient, outstanding and innovative. These are brand characters that customers as humans love.

    “Friendly” and “convenient” are two human “styles” that people look for in a friend while “outstanding” and “innovative” are two human “substances” that make a friend WOW! Having these four attributes, a brand will be like a human: likeable and even lovable.

    Garuda Indonesia and other strong brands in Indonesia have “style with substance” attributes. Customers consider them as friends; Garuda Indonesia a dependable friend, Aqua, a healthy friend, and Alfamart, a helpful friend. Pertamina with its “Pasti Prima” concept as well as new PertaLite and DexLite products, has become a caring friend for its customers. On the other hand, Telkomsel with its Next Dev initiative has become an innovative friend for Indonesian customers. Indonesians see these brands as Indonesian brands, despite their current ownerships. In fact, they see these brands as friends.