Creating brand performance

Merely creating brand awareness by itself is not enough; the quality of the product is of primary importance.

At Giordano, we take quality very seriously. In our chairman, Peter Lau’s words: “The essence of quality is the maintenance of trust between customers and retailers. When the trust is enhanced the retailer is regarded as a quality provider.”

In any brand loyalty programme, customers are the focal point. Brands must build a strong communication channel with their customer base for getting feedback, interacting, and understanding their needs. These are crucial and must be a continuous process. It is effective to conduct focus groups where, for example, new campaigns are shown and feedback sought. There must be innovation and creativity in what a brand does. The result of all our efforts is to provide exceptional customer service at all times. Once a company has created brand equity that’s not the end of the road. In fact, there is no finish line and the work just goes on.

Brand management at Giordano is towards creating the ‘world’ brand. A world brand is different from a global brand – it has no centre, knows no national or cross-cultural borders, it is truly owned by the local consumers. It is truly “think global, act local.” As a world brand, we will function as a virtual company where every office is interdependent


Ishwar Chugani
Executive Director
Giordano Middle East