The marketing of a globally active company must be localized and adapted to the needs of individual markets; this requires not only knowledge of local customers and market contexts, but also targeted resources. However: a strong, differentiated positioning that creates a competitive advantage in the long term can only be achieved globally through cross-regional management in the sense of a company-wide brand identity.
On April 25, the German Business Association (GBA) hosted an insightful workshop at Bayer Vietnam’s office, focusing on the best practices for successful brand building and positioning in Southeast Asia. The event drew an impressive crowd of over 60 attendees, eager to gain insights from the keynote speakers: Corinna Seidel from CS Marketing & Sales Solutions, and Alexander Ziehe, Annkatrin Baars, and Ly Nguyen from Viessmann Climate Solutions.
Key points from the speakers’ presentations:
- Cross-continental collaboration among various departments (business development, sales, product management, brand management, and marketing) is crucial for successful brand positioning.
- Alexander emphasized the significance of brand and marketing in Southeast Asia. He discussed the transition of a traditional B2B brand from Germany to B2C markets, underlining visibility, and the measurable impact of marketing.
- Annkatrin focused on global brand management, using Southeast Asia as a case study. She highlighted the role of design and challenges of global implementation within a matrix organization.
- Ly provided insights into the brand launch in Vietnam, discussing strategies behind events, out-of-home advertising, and digital marketing.
- Corinna bridged global brand positioning with local communication, addressing challenges and emphasizing the art of maintaining a brand’s identity while localizing content.
The workshop concluded with a dynamic panel discussion with the highly engaged audience participation. The event showcased the power of strategic brand management in establishing a strong, competitive presence in diverse markets. Special thanks to all speakers and participants, as well as venue sponsor Bayer Vietnam for making this event a success!
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