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SINGAPORE : Mention "no frills budget air travel" anywhere in the region, and the colourful Mr Tony Fernandes — founder of AirAsia — will come to mind. This is what industry players call the power of branding.
In under 15 years, firms like AirAsia and Banyan Tree have soared way beyond the industry's expectations to become international household brand names. Just how did they do it?
Mr Fernandes and Banyan Tree's Mr Ho Kwon Ping, with the brains behind other successful brand names, will gather here to reveal their secrets. They will share their experience and insight on marketing and branding strategies at a conference on May 23 and 24 at the Orchard Hotel.
Organised by the Public Relations Academy, the conference that is in its sixth year, is themed "Markets and Brands: Positioning for the 21st Century." - TODAY/ra
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