Bank of the Philippine Islands (BPI) President and CEO Aurelio Montinola III was the latest in a growing line of business luminaries to grace the UA&P CEO Colloquia: Integrated Marketing Communication Effectiveness Awards (IMCEA) Conference Series, held recently at the University. The conference topic was “Building a Strong Brand Equity: The BPI Legacy,” centering on how the company leverages off its strong brand imagery and parlays that into a long-standing competitive advantage.
Montinola explained that building a properly managed brand equity should be a priority for companies if they are to be competitive in the market, as this leads to customer loyalty and heightened profitability.
The Harvard-trained CEO pointed out five characteristics common to the world’s biggest brands. They excel at delivering the benefits that the customer truly desires; they stay relevant; their brand’s image is consistent—amidst the cacophony of marketing efforts being propagated by the company; their brand image is properly positioned; and their different brands are distinct and independent for maximum market coverage.
Montinola said that in utilizing the aforementioned principles, BPI’s pioneering spirit has changed the banking landscape not only in the Philippines, but in Southeast Asia as well.
The Conference Series, which was spawned as a corollary to the Integrated Marketing Communication Effectiveness Awards (IMCEA) is aimed at providing a venue for an exchange of ideas among senior executives on business issues, best practices in corporate social responsibility, and the promotion of societal values through marketing communications.
