Goodrich - CitiBusiness Regional Brands Winner

BRANDING is taken seriously at interior furnishing company Goodrich Global, and this has made all the difference, says its chief executive officer Lo Yong Poo (above).

"The way we look at branding is simple," he says.

"It enhances our survivability, especially in the presence of strong competitors, and it is in line with our vision to go global. It puts us in a good position for competition, especially in the regional market."

Goodrich Global currently operates in 17 cities, including Beijing, Jakarta, Bangkok, Kuala Lumpur and Dubai.

The company was formed in 1983. Back then, it focused primarily on providing wall coverings to offices, hotels and entertainment spots.

When Goodrich Global decided to put itself in a stronger market position regionally and allow its customers to relate more closely to the company, the Goodrich brand was created.

Almost immediately, says Mr Lo, there was a series of positive changes.

"Internally at the management level, our business strategy became clearer and more concrete. Our staff reported feeling a greater sense of belonging to the company because of the recognition that came with the brand name," he says.

"Externally, we benefited as the brand name gave our suppliers and strategic alliance partners confidence and trust in us. We became a more credible distributor to them."

On top of that, the company's bottom line has also reaped the benefits of branding. Goodrich Global has achieved an average of 15 to 20 per cent growth every year since its concerted branding effort in 2003.

Last year, the company recorded 20 per cent growth - the highest since it was formed 23 years ago.

This year will be no different as the company is anticipating record sales again, says Mr Lo.

Adding yet another feather to its cap is the Singapore Prestige Brand Award (CitiBusiness Regional Brands). The award is given to companies that have been established for at least three years and have a presence in at least five foreign markets.

Says Mr Lo: "More people will now know who and what Goodrich Global is. It also serves as recognition of the effort put in by the staff from our local and regional offices to build the Goodrich brand.

"More importantly, it is a timely opportunity for us to benchmark ourselves and see where we stand in the local and regional contexts."