Mr Melvin Lim

Deputy Director, Corporate Brand Marketing
SingTel

Panel Synopsis

Corporate Brand vs Product Brand: Which Is More Critical For International Success?

There is endless debate on which brand is more important for international success – the corporate brand or the product brand. There is no clear-cut right or wrong approach. Listen to our panel members as they share their experience in brand building with and how their corporate / product brands have played a role in their success.

Biography

Melvin has been with SingTel since November 2005. He is the Deputy Director of SingTel’s Corporate Brand Marketing Department that is entrusted with marketing and promoting the SingTel Brand.

Melvin has over 10 years of Brand Marketing experience beginning with an illustrious career at Asia Pacific Breweries (APB). He has held both local and regional appointments in both Corporate and Operating Company marketing roles, managing APB’s flagship Tiger Beer Brand.

His experience spans the wide spectrum of marketing functions that brand management entails. These include Communications, Activation, Sponsorships and Research. His more publicly profiled accomplishments at Tiger include the “What Time Is It?” brand campaign, Tiger Nation and the leveraging of the English Premier League broadcast rights for Tiger regionally.

Beyond technical Brand Management, Melvin especially enjoys managing Sponsorships where he has organized International Sponsorship Events like the Tiger Cup and Tiger Skins.

Now at SingTel, Singapore’s most valuable Brand worth $2.5bn, he leads a team that assumes stewardship of the SingTel Brand in Singapore and globally. He is entrusted to strategize the brand’s direction and shape its posture in the minds of customers at, predominantly, a strategic level to achieve growth in Brand Health and Brand Value.

Outside of work, Melvin loves sports and is especially passionate about Alpine Skiing, Mountain Biking and In-Line Skating. He has candidly mentioned that one of his job hazards is that he finds relaxation out of watching TV commercials and he is on a quest to prove that 90% of marketing issues can be solved with common sense!