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Limkokwing University of Creative Technology founder and president Tan Sri Lim Kok Wing shared with StarBizWeek the basics of branding. Below are excerpts of the interview.

StarBizWeek: What is branding all about?

Lim Kok Wing: Branding is the sum total of what you do and what you produce as well as what you say. If the product is not good quality, no amount of advertising or promotion will help. A lot of people equate branding with advertising and say it (advertising) cost a lot of money. Advertising does cost a lot of money, but it is pointless to pour a lot of money promoting an inferior product.

How is a brand created?

It is all about brand culture; the way a company is being run. Are they focusing on quality or on being the best in certain ways? Overtime, people will learn to trust the brand. In other words, your brand image is a reflection of who the person is or what the company is all about.

What problems do Malaysian companies face when it comes to branding?

Our “boys” are generally contract manufacturers. Many of them have found that they have to sell their own product now. They realize that manufacturing, to some degree, has moved to other countries and a lot of them have not focused on selling abroad.

What are the misperceptions we have on creativity and innovation?

A lot of people don’t really understand what is creativity and innovation. Until today, many think that creativity and innovation are about singing and dancing.

Do we have the culture or environment that can really accept and promote creativity and innovation?

If you look at our education system, we need to make a lot of changes. We are creative to some extend and we do produce creative people. The minute you think about making something better, you are already thinking creatively.

What must we do in order to brand ourselves well?

Referring to the first question, we must have good products and good relationships with our customers. Branding is just part and parcel of building a long term business. You build your brand as you build your business.

How should we brand Malaysia?

We need to focus on producing quality goods and services. When tourists come they must have the desire to buy our products. When they are moving one place to another, our transport providers must treat them well. We need to focus on one thing which we are good at and develop that.

What do you think of the tagline “Malaysia, Truly Asia”?

I don’t mean to criticize Tourism Malaysia, but when you say Truly Asia, what exactly do they mean? When you go to the west and the conversation is about Asia, they invariably mean China and India. Many can’t even pronounce Kuala Lumpur. We know ‘Truly Asia’ refers to the diverse cultures we have, but despite being a tourist destination, we are not doing what other countries known for their tourism are doing.