![]() ![]() With over 13,000 employees, it is one of the most iconic and well-managed hospitality brands from the Asian region. It has 8 standalone hotels, 10 hotels and residence projects, and 2 residences in the pipeline across the world to be opened in the next 5 years. Mandarin Oriental is one of the leading luxury hotel groups in the world and operates 33 luxury hotels and 7 residences in 23 different countries across the globe, with each property reflecting the brand’s oriental heritage. Mandarin Oriental is one of them – the firm has built a world-class luxury hotel brand based on its oriental heritage and service reputation. Only a few Asian corporations have successfully built and sustained global brands with Asian roots. ![]() But it has been demonstrated that the most profitable Asian companies focus on intangibles such as human capital, exploiting network effects, and creating synergies based on brands or reputation, rather than investing in tangible assets. Many Asian companies traditionally focused on asset-intensive industries. Branding is an investment that must be perceived as such and is required to deliver ROI and shareholder value like any other feasible business activity. This then creates the shift in thinking that is pushing boardrooms in Asia toward creating strong brands to differentiate themselves and consequently realize greater profits. Firms are realizing that instead of wearing themselves down on razor-thin margins to compete with the next supplier, they could increase returns by investing in their brands. In a market where competition implies slashing prices on their unbranded products, Asian businesses are slowly becoming more attentive to the power of branding in capturing consumers and returning larger profits on their investments. Asian companies that used to be back-end workhorses, manufacturing consumer goods cheaply for Western companies, are slowly realizing the benefits of branding. The face of business in Asia is changing faster than one can blink one’s eyes. Need for Asian corporations to build global brands with Asian roots Mandarin Oriental is famous for its Fan Campaign featuring top celebrities endorsing the brand. Mandarin Oriental is an iconic global Asian luxury hotel brand competing on excellent service, high quality, unique Asian authenticity and prime hotel locations delivering exceptional customer experiences across touch points. ![]()
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