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Story Highlights

  • Companies are being urged to place more emphasis on branding, particularly the goods and services they produce, to achieve large returns.
  • Branding should not be an add-on exercise, but a position that involves both leadership and staff.
  • The Minister argued that there is great power in brand identity, to capture consumers, break into new markets, and to make a “greater return on investment”.

Companies are being urged to place more emphasis on branding, particularly the goods and services they produce, to achieve large returns.

Making the call, Minister of Industry, Investment and Commence, Hon. Anthony Hylton, emphasised that branding should not be an add-on exercise, but a position that involves both leadership and staff.

He was delivering the keynote address at the official opening of J. Wray and Nephew’s corporate office, in New Kingston, on April 10.

The Minister argued that there is great power in brand identity, to capture consumers, break into new markets, and to make a “greater return on investment”.

“We have built some strong Jamaican brands, but in many cases, we still need to see a more aggressive focus on branding in the market,” Mr. Hylton said.

The Minister argued that branding must involve the entire business, the structure, goals and attitudes. “Factors such as these have made J. Wray and Nephew a success over the years,” he added.

Emphasizing the importance of standards in international trade, Mr. Hylton said a key component of enhancing competitiveness is to use value-added products to move up the global value chains.

He  noted that J. Wray and Nephew has proven that companies can produce quality brands for the global market, which it has done with a wide range of high quality products derived from sugar, particularly rum.

“You have established that it is more than possible to evolve from primary products to creating some of the best brands in the world,’ the Minister said.

The company has spent over $250 million to redesign and renovate its corporate office that will be the company’s hub for the Caribbean. It is central to its strategy of strengthening the route to markets in the region, and also improving the service offered to customers.