Branding it right

Iconic: One Logistics Hub comprises three iconic buildings – The Ship, The Waves and The Lighthouse.

WHILE small and medium enterprises (SMEs) are becoming increasingly aware of the link between corporate branding and the bottom line, the initiatives they undertake to differentiate themselves are often done haphazardly.

For PKT Logistics Group Sdn Bhd group chief executive and managing director Datuk Michael Tio, successful corporate branding requires establishing a proper vision, backed by a solid action plan with clear deliverables to attain specific goals.