Case Study: BKP Property Development's Success Through Branding

Here’s a good case study for Malaysian business owners and managers to learn about branding, “Successful branding drives BKP’s property development success” (The Edge Financial Daily, 25 Sept. 2007, p. 8).  

A few thoughts to think about:

  1. Branding is more than just a “face lift”  – it involves the external AND the internal
  2. Branding is about being and doing.

    “Branding through executive (BTE) is a consistent and relentless delivery of an organisation’s core values, implementation of quality in-house management policies and passionate engagement with customers, staff and business associate.” ~ BKP’s group managing director N K Tong

  3. Branding does, in fact, lead to success – sales, etc.
  4. Branding must be championed by the top leadership/management – or it will fail

Full article here: Successful branding drives BKP’s property development success

25-09-2007: Successful branding drives BKP’s property development success

KUALA LUMPUR: Bukit Kiara Properties Sdn Bhd (BKP) believes successful branding strategy through execution is the key driver behind its success in its three property development projects — Aman Kiara, Hijaun Kiara and VERVE Suites Viva Tower — in Mont Kiara, Kuala Lumput .

Launched in 2002, Aman Kiara was BKP’s first guarded and gated strata-titled development. It’s second — spa-themed condominium development Hijaun Kiara — was slated for completion by year-end while the latest VERVE Suites Viva and Vibe Tower hit 94% and 82% sales respectively.

At the 2007 National Property and Housing Summit held recently, BKP’s group managing director N K Tong said: “Branding through executive (BTE) is a consistent and relentless delivery of an organisation’s core values, implementation of quality in-house management policies and passionate engagement with customers, staff and business associate.”

He said BKP subscribed to the BTE concept in order to gain the respect, trust and confidence from property buyers and investors besides giving it a strong corporate identity and a brand image that shaped consumer’s perception to the company.

For the strategy to be effective, Tong said BKP was committed to reflecting its core values — integrity, caring, innovation and quality in its decision-making process.

BKP took a two-pronged approach in its branding strategy — internal and external branding with the latter meeting the functional and lifestyle needs of its customers.

Tong said BKP sought alliances with brands such as Bosch, Swarovski, Versace, Maserati and Lazarre Diamonds to enhance the value of its buyers’ properties and expand their lifestyle needs.

For its internal branding strategy, BKP’s contruction arm, Bukit Kiara Builders obtained an ISO 9001:2000 certification conducted by Moody’s International in September 2006 in its effort to develop a quality culture in the organisation.

It also includes implementation and adherence to the company’s code of ethics in its internal branding programme.

BKP’s latest project VERVE Suites is a fully furnished service-suite in the high-end Mont Kiara neighbourhood, offering niche and innovation products to complement its homebuyer’s lifestyle. BKP introduced two sky lounges — Vertigo and Hypercubes Lounge — on its Viva and Vibe Tower.

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