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SMC, two other firms bets for 100 best global brands

A consultancy firm yesterday said local brands San Miguel Beer, Bench and Jollibee have the most potential to become global brands in a few years as they begin to extend their footprints overseas.

Among the three, San Miguel is the “candidate” to land first on the list of 100 best global brands tracked by Interbrand. The company has made headway in presenting itself as an international beer, according to Julian Barrans, managing director of Interbrand.

Barrans emphasized the need for Filipino companies like the three to look beyond local shores and think of branding, not just a tagline and advertising and marketing.

Jonathan Bernstein, executive director for Brand Strategy at Interbrand Singapore, said Jollibee, for example, should no longer just “follow OFWs” in expanding abroad. He said Philippine firms should create relevance beyond OFWs.

Jollibee and Bench, unlike San Miguel, are still viewed as Filipino brands. 

Barrans said Bench is on a good path and is doing the right thing in terms of strengthening its brand.

“Bench in many ways is way better than Gap, which he said has lost its luster.

“Bench has more clarity as a fashion brand,” Bernstein said.

He added: “As they push their business and diversify their products (to include hair and skin care), they should stay focused on who they are and what they stand for.”

He said even while most of Bench’s products, especially apparel, are not made locally, “where they are made is not an issue as long as they have good quality, design and concept.”

Bernstein also noted how local companies can capitalize on the Philippines’ high penetration rate of almost 100 percent for mobile phones – 1 in 3 being a smart phone – and the country being the social networking capital of the world in leveraging technology to push brands.

“The Philippines is ahead of the curve in mobile telephony brand building,” he said.

But Bernstein cited the need for local companies to position their brands to the younger set, the so-called “digital natives”, to replenish their customer base. This, he said, may ensure future loyal brand believers that would lock a lifetime of revenue streams. “If you miss them now, you’ll miss them forever.”

Jollibee and Bench appear to be the trailblazers in the use of social media and technology.

Bernstein said Jollibee has been an early mover in technology for its home delivery while Bench owner Ben Chan is known to be highly engaged in social networking site Twitter.

According to Bernstein, Surf detergent is also strong in social media for using digital channels to strengthen its relevance to mothers.

Interbrand identified Cebu Pacific as an emerging strong brand in the digital point of view in the Philippines, having built its brand against the flag carrier.

“It is the most responsive airline in the use of social media,” Bernstein said. 

Bernstein said studies would show how strong brands have improved their share prices and equity value of companies, such that the “brand” itself has become an asset.