How a local brand developed into an international brand identity.A case study on Padini Malaysia

Background of the company(PADINI) Introduction: In Malaysia Padini become the eyes catching brand in the most famous giant shopping mall. This brand also the most successful brand that I meet that can compete with the foreign same line brands like Giordano, Esprit, Elle and etc. From the minor focus group I did between my friends and relatives, surprisingly more than 90% of them thought that Padini is the foreign branded name like Esprit. Until I …

…brand image compare with the competitors. Therefore, Padini also need to employ some of the foreign designer to pump in some new blood in their new innovate design or pattern. Padini also need to provide some training to their stuffs to enhance skill and knowledge. As we know that world change aggressively, competitors have born everyday. If we cannot plan to create the value chain to the company, the company will hard to survive prosperity.