The Knowledge to Decide

Spire Korea attended the 40th World Franchise Expo 2015, held in Seoul, Korea from 30 July to 1 August 2015. Our participation was in support our client – Chili’s Grill and Bar – as they seek partners in Korea. The Chili’s Grill and Bar brand is owned by Brinker International – a leading casual dining restaurant operator based out of Dallas, U.SA. Dr Justin Lee, Managing Director of Spire Research and Consulting, South Korea, assisted the client in evaluating potential partners. Through the expo platform, Spire introduced the Chili’s brand to visitors and potential partners. https://www.spireresearch.com/newsroom/events/spire-takes-part-in-koreas-world-franchise-expo/

No marketer wants their brand message to be out of sight and out of mind. But with multiple media platforms and so many upstart brands crowding alongside old, established ones, what elements work best to ensure successful brand recall? And how important is recall as a factor in a brand’s success? Though brand recall is deemed to be one of the most important factors influencing buying decisions, recall alone is not enough for brands to soar. Marketers need to ensure that there is a strong linkage between the advertisement and the brand, so that consumers can connect to the specific brand of a product, rather than the generic product category. The importance of brand recall A high brand recall would indicate that the product is easily recognizable. It is more than about recalling the name. It is about connecting the name with the message. For instance, one would relate Disney with “fun, family entertainment”, Nike with “authentic athletic performance”, and Starbucks wit

As a global manufacturing hub, China is now trying to break out into new, higher value-added product development. Is “Made in China” ready for a brand facelift? Spire Research and Consulting shared its insights, published on the US Consumer Electronics Association’s blog. China is emerging as the largest market for tablets and personal computers. Home-grown Chinese brands such as a Lenovo and Huawei have successfully gone global. Some of these Chinese brands are breaking the old ‘Made in China’ image and taking it to a whole new level. What factors bred this success? Several entrepreneurs have built distinct brand images to achieve global success based upon the founder’s vision of the future. Examples include Jack Ma of Alibaba Group, Robin Li of Baidu and Pony Ma of Tencent. Their zeal for excellence and innovation, as well as their colourful personalities, have helped them gain mindshare among consumers, both local and global. Many Chinese firms have proven to be experts

With intensifying levels of competition, there is a need for brands to have a strong recall factor, using effective messages that resonate with customers. Inspired by Spire Research and Consulting’s in-house publication,  SpirE-Journal , Marketing Magazine Indonesia invited Spire to comment on the factors that are crucial in establishing as well as maintaining brand recall. No doubt, consumers are spoilt for choice in today’s markets. As brands vie for customers’ attention, it is vital to have strong recall so that your brand gets to the consideration stage – especially since consumers may be influenced to visit websites or social media pages of brands at the point of consideration. And the key to strong recall is a message and positioning that resonates with the consumer. As long as customers are able to connect with the brand, there is a high possibility of an effective brand recall amongst competitors in the same product category. There are various methods that help market