Malaysia’s Most Valuable Brands - · PDF filehave built their brands out of clear vision and ... Padini, Parkson and Bonia ... of Malaysia’s Most Valuable Brands have attained

Malaysia’s MostValuableBrandsBrands that define Malaysia today

16th November 2007Grand Ballroom, One World Hotel

Presented by

Brand Valuation

48 4948 49

MMVB Organizing CommitteeAssociation of Accredited Advertising Agencies (4as)YBhg Datuk Vincent LeeTony SavarimuthuZayn KhanChristopher Micheal CheowLau Su Lin

4As SecretariatMacomm Management Services Sdn BhdJacob MatthewsJackie Foo

ValuationInterbrandJez FramptonVenetia TayKhin Ng

MMVB is supported by

Project ManagementBrand Independence Sdn BhdPhyllis LeeMelissa Aminuddin

Editorial TeamChua Siew ChingSiaw Mei Li

PhotographerPaul Gadd

DesignFigtree Design

PR ConsultancyDDBPRShehara de SilvaJoshua PurushotmanFrauline Hor

Direct MarketingRAPP CollinsCarol Roche

WebsiteDigital CommerceMalaysia Sdn BhdGary TayDerrick Ng

Event OrganiserThe Really UsefulCompany Sdn BhdGavin NgCannes NgJaya Sivam Vassu

Credits

brands are engines of economic growth

brands are the building blocks of nations

� ��

message from

Y.A.B. Dato’ Sri Mohd Najib bin Tun Abdul Razak,Deputy Prime Minister

Firstly, I would like to congratulate the �as for their effort in making Malaysia’s Most Valuable Brands initiative a reality. Malaysia’s Most Valuable Brands is an effort to recognize 30 successful home grown brands that while having their roots in Malaysia have successfully extended their reach to the regional and international level.

Like their international counterparts, the brands we recognize in this initiative are proof that success can be ours if we put our minds and hearts into it. The dynamic Malaysian entrepreneurs behind these success stories have built their brands out of clear vision and dedicated perseverance. Over the years, while their fortunes may have experienced the ups and downs of the business cycle, one thing remains clear — their hard work, had not been in vain as these brands have emerged today as Malaysia’s most recognizable and valuable brands. Indeed they have become role models for others who aspire to be Malaysia’s top brands.

The effort behind the success stories of these brands is in sync with the Malaysian govern-ment’s mission: to strive and create a host of world classbrands which can hold their own in the global arena. It is time for Malaysians’ to stand proud among the global best in terms of product and service quality, reliability and precision.

Malaysia’s Most Valuable Brands celebrates the journey of these top 30 Malaysian brands, recording their history and the values they hold dear. Etched in these pages is a chronicle of their achievements.

Looking at these success stories, one thing is clear — brand building is no longer a luxury; instead, brand building is an integral business investment that will create financial value for manufacturers, service providers and their shareholders. Investing in brand building is no longer an option; it is a necessity for success. Along with dynamic leadership, innovative work processes and the willingness to embrace new technology, successful branding is an important ingredient in making a brand stand head and shoulders above its competitors.

Finally, I would like to congratulate �as of its effort in making Malaysia’s Most Valuable Brands presentation a success tonight. Thank you for pushing forward the idea of branding and why it is an essential element in a nation’s success. It is indeed a commendable move to bring to Malaysia Interbrand’s valuation exercise. Thank you for your perseverance in seeing this effort through.

(dato ’ sr i mohd na j ib )

� ��

This is an important occasion for Malaysian Brands. It is another milestone, in a historical period in our country as we clear �0 years of independence.

We have spent the last �0 years growing up, working hard and saving up — often just to own a piece or two of the favourite brands we aspire after. The more affluent we become, the spiral of consumer desire grows — for that Swiss timepiece, the German car or that pair of Italian shoes. In the midst of this free and open global competition, several local brands have blossomed and hold their own. The businesses that grow these brands know how to tease and vet our needs and stimulate our purchase.

This value that strong brands give a company is its ability to secure income. Brands that keep their promise attract loyal consumers, who in turn buy that brand. Thus, strong brands are now widely accepted as productive assets. Today, most forward-thinking CEO’s recognise the value of brands — they are the most important investment a business makes, and that they ensure a business’ future. Brands are wealth creators, and thus, the backbone of a Nation’s economy. This book endeavours to record our recognition of our nation’s big wealth creators.

Cultural behaviour, of course, is a composite of influences. The brands we celebrate in this book

message from

Y. Bhg. Datuk Vincent Lee, President, The Association of Accredited Advertising Agents

are a mix of local and global. Brands born out of Malaysian-based companies, some of which are multinational, and all of which have used a considerable amount of local expertise and brand expertise to conceive and nurture their assets. All of them are potentially world class.

The �as is proud of its part in commissioning the world leader in Brand valuation, Interbrand, to recognise this value and establish the Malaysian brand league of tables. The Malaysia’s Most Valuable Brands book adds meat to the sum of stories that must be played to record the brand journey of these top brands.

It encapsulates what these brands have built, it points to the best branding practices they have used, and it presents these most valuable brands as role models for other companies. Above all, it chronicles the brand building of compelling brand experiences in an increasingly challenging market environment.

Those of us in the advertisement industry like to see ourselves as magic makers that, at our best, partner great companies and build trust and equity that are perpetual money spinners. It is with this Midas touch that the collective creativity of marketing companies and their advertising agencies make Malaysian brands turn into gold. This is what we celebrate and record.

There was a time when we doubted we could really have a national car brand of our own. Today, we have not one but two — and I am sure that now, none of us can imagine life — or Malaysian roads — without Proton and Perodua cars on them.

Our children’s childhoods would be incomplete without Mamee and Double-Decker snacks. Our family evenings at home, conversations at the coffee machine and morning drive time hours would be so much less colourful in a world without Astro. Or take the dynamism and the pioneering leadership of Royal Selangor that has done so much internationally for brand Malaysia.

Some of these brands are privately owned, and they do not fall into the measurable and validated methodology of this international standard of valuation. Nonetheless, we shall still find them endearing and never fail to acknowledge their greatness in our brandscape.

Malaysia’s Most Valuable Brands 2007 serves as a catalyst to inspire the great players in this country to look forward to being in the global top 100 brands. To all of you reading this, there is one message I will leave with you with — build brands. Back brands and Build market growth. The future, my friends, belong to the brand builders.

� ��

Contemplating the wealth of brands is probably not the average Malaysian’s usual approach to celebrating his country’s �0th Merdeka. However, being involved in the Malaysia’s Most Valuable Brands project has reinforced my belief in the power of brands to help us understand who we are as a society and as a nation.

In his book, Living Brands, Raymond Nadeau reminds brand builders: “Brands have values only because humans have values.” How often we forget that.

In Malaysia’s Most Valuable Brands (MMVB), we celebrate thirty valuable brands not because those companies are rich, or because their shareholders are rich. We celebrate our nation’s most valuable brands because we are rich. The brands we create, embrace and build up are a reflection of our developing economy, our rising aspirations and our widening horizons. Our best brands have grown in value because we have also grown in stature as a society, and advanced both our financial ability and imaginative capacity to support them.

We have diverse and competing brands because Malaysians are themselves diverse, competitive people with complementary qualities and capabilities. We have seven banks shortlisted to the top 30. The presence of all seven indicates that within the financial sector alone, we have consumers and enterprises diverse enough to need and support each brand to a significant degree. Add to that our two leading local

message from

Tony Savarimuthu,Vice President,The Association of Accredited Advertising Agents

insurance brands and that comprises almost one-third of the list coming from the financial sector alone. The pioneering work of our banks has allowed long-standing relationships with both individuals and entrepreneurs to thrive and build the economy. The collective success of these brands reveal a society that is also increasingly savvy about wealth management and protection, and that too is part of what we acknowledge when we applaud both brand-building activities and marketshaping initiatives.

In the local airline industry, we have not one but two very popular international carriers to choose from — one of which has completely democratised travel by making this once expensive mode of travel available to all. The same goes for our national automobile manufacturers. Who would have thought that one day – a home-grown company would be able to design, engineer, manufacture and market automobiles? While the road ahead may not always be smooth — would we give our brands a chance to succeed?

Competing brands and their common markets grow in symbiotic interaction as innovation and market forces drive the category forward in terms of technology, service levels and lifestyle relevance. Our three major mobile service operators bear testament to this and as they grow and innovate they give consumers sharper tools with which to forge ahead in global connectivity.

With competition and choice, too, come

wider options to define who we are and what we appreciate in life. Brands like Giant, Padini, Parkson and Bonia offer a snapshot of how the Malaysian shopping experience has transformed itself. Whether it’s a supermarket item, a well-tailored suit or a fine-crafted handbag — being able to enjoy items of international quality at affordable prices is one of the comforts that Malaysian brands give us today.

For those of us who are brand marketing practitioners, this exercise of valuing our top brands provides a significant review of how we, our clients and our peers are working collectively to transform the brand communications paradigm of our times. The media owners and content aggregators in the top 30 are our invaluable partners in our day-to-day efforts of taking advertising from interruption to engagement. Their ability to provide creative media solutions has helped improve the results of brands for which they provide a brand-building platform.

Then there are the conglomerate brands in our list. With their expansive influence, varied interests and staggering capital, they literally move mountains, provide energy and make roadways in the wilderness, laying vital infrastructure for the development of brand Malaysia.

Finally, brands thrive on true ubiquity. Aside from the minority that ride on ostentatious appeal and rarity, brands typically thrive on recognisability and play an important role in

society and popular culture. The unvarnished, candid photography in the MMVB book is just one way we try to represent how the inaugural list of Malaysia’s Most Valuable Brands have attained legitimacy and cultural relevance in our lives. Immaculate studio shots have their time and place, but in those pages we honour Malaysian brands for being wherever Malaysians are.

Brands ultimately help define and shape our society.

For brands, true belonging is a privilege that no amount of money can buy. It transcends advertising campaigns. It comes from being interested and committed, and understanding the object of your affections. Like a wonderful friendship or a great romance, genuine brand relationships generate stories that stay on people’s lips for weeks, months and even years.

So Malaysia, Malaysia’s Most Valuable Brands is as much about the brands as it is about you.

Congratulations, and happy fiftieth anniversary.

10 1110 11

At the invitation of the �as, Interbrand is delighted to conduct the inaugural ranking of Malaysia’s Most Valuable Brands 2007.

We firmly believe that brands are economic assets and must be managed as such. That is what makes our approach valuable and informative for those who own and manage brands for competitive advantage.

Brands exist to create value for their owners and effective value creation begins in the hearts and minds of customers and staff alike. Managing this requires the realisation that building great brands is as much about hard numbers as it is about imagination. More often than not, this journey begins inside the organization; a journey that reveals the characteristics and behaviours that distinguish one organization from another.

The real art of brand management therefore, sees the brand as a go-tomarket strategy and action driver, not just a planning tool or

theory. Each activity the company undertakes should holistically reinforce the idea of the brand itself. On this basis the CEO should take ownership of the brand and act as its steward. Ultimate responsibility for delivering the brand to customers and stakeholders then rests with the whole company; HR, Finance, Operations, Marketing and Sales all feeling a sense of ownership of the brand so that it lives throughout the organization and creates genuine advantage in its market.

The common desire across all the diverse parts of a business is the desire to be successful: to grow, to be desired by customers and as an employer, and indeed as an investment opportunity. A greater understanding of the financial value of brands goes straight to the heart of this common desire. Treating the brand as an asset, a driver of demand and as an investment in an intangible asset, helps to create a common language across the business linking brand success to business success.

Getting this right requires a combination of analytic and creative business techniques as mirrored in the Interbrand product portfolio. Truly engaging hearts and minds require a deep understanding and appreciation of the logical, and the lateral, an understanding of the role of creativity and the precise analytical disciplines required to manage a business’s most valuable asset, all in the ever changing context that is today’s business world.

We sincerely hope that this report and table help Malaysian companies recognise that a strong brand is a core asset and competitive weapon for business. We would like to congratulatethe brands featured in our 200� ranking for showing that they understand the true value of brands as a business driver and we wish you all every success in your exciting journey forward.

message from

Jez Frampton,Group Chief Executive, Interbrand

brands are the backbone of shareholder value

1� 1�1� 1�

Malaysia’s Most Valuable Brands 200716th November 2007Grand Ballroom, One World Hotel

Program1930 GuestsArrival

2030 ArrivalofYABDato’SriNajibBinTunAbdulRazak,TheDeputyPrimeMinisterofMalaysia

2040 OpeningSalutation

2045 WelcomeAddressbyMrTonySavarimuthu,VicePresidentof�asMalaysia.

2050 OpeningAddressbyY.BhgDatukVincentLee,Presidentof�asMalaysia,

2055 SpeechbyYABDato’SriNajibBinTunAbdulRazak,DeputyPrimeMinisterofMalaysia.

2110 Dinner

2115 DinnerEntertainment

2145 PresentationbyINTERBRAND

2200 Malaysia’sMostValuableBrands200�AudiovisualPresentation

2230 Malaysia’sMostValuableBrands200�PresentationCeremony

2255 DepartureofYABDatoSriNajibBinTunAbdulRazak,theDeputyPrimeMinisterofMalaysia.

2315 EndofEvent

Affin Bank

Air Asia

Ambank

Astro

Bonia

Celcom

CIMB

DiGi

Dutch Lady

Genting

Giant

Hong Leong Bank

Kurnia

MAA Assurance

Malaysia Airlines

Mamee-Double Decker

Maxis

Maybank

Padini

Parkson

Perodua

Petronas

Proton

Public Bank

RHB Bank

Sime Darby

Sunway

The Star

TV3

YTL

Malaysia’s MostValuableBrands

1� 1�1� 1�

With its rebranding exercise in 2005, Affin Bank has now emerged as one of Malaysia’s top banking institution. Its tagline — Banking Without Barriers — is the best description to the brand’s philosophy, allowing its customers to enjoy hassle-free banking services.

Brand Recognition

www.affinbank.com.my

Brand Valuation Brand Future

• Incorporated in Malaysia in 1��, over the last 10 years the group has recently undergone a series of mergers and acquisitions.

• The bank has �2 branches across Malaysia (as of 31/12/200�).

• Affin Bank announced achievement of headline key performance indicators for the financial year ending December 200�.

• Sales were up �% in 200�, to rm1,��1 million.• Market capitalisation in 200�

rose 3�% to rm2,�� million.

• Fierce competition, global regulation and technology are expected to reshape bank and non-bank structures by 201�.

• The bank has adopted a ‘Banking Without barriers’ approach to eliminate unnecessary process and improve client services.

Affin BankBanking Without Barriers

Fun, affordability and convenience. By making three magic words come true, AirAsia gives wings to a nation and opens new gateways to the world.

Brand Recognition

www.airasia.com


• Although presently a small carrier, AirAsia is expected to emerge as a winner from airline industry deregulation in the region.

• Serves �0 routes and operates in 10 countries. It has taken delivery of 1� A320s and has 13� on order for delivery up to 2013.

• Sales were up 2�% in 200�. • Market capitalisation in 200�

was at rm3,�� million.• Despite only commencing

operations in 2001, the brand has generated strong levels of awareness in its key countries, carrying over �0 million customers to date.

• AirAsia has grown rapidly from operating just two Boeing �3�-300s in 2001 to commanding a fleet of �� aircraft today.

• Government of Malaysia announced that AirAsia will take over �� non-trunk routes, in addition to 1� domestic trunk routes from Malaysia Airlines.

Air AsiaFlights to Fancy

1� 1�1� 1�

With its bright colours of red and golden yellow, Malaysians have come to know the AmBank Group as a trusted financial institution.

Brand Recognition

www.ambg.com.my


• Extensive network of 1�� branches, automated teller-machines and e-banking centres nationwide.

• Australia and New Zealand Banking Group Limited (ANZ) a long-term strategic partner and investor of the AmBank Group.

• Track record in innovation and market leadership with over 30 years of experience, winning an impressive amount of awards from the international financial press and major rating agencies.

• Sales were up in 200�, to rm�,�1� million.• Market capitalisation in 200�

was up 2�% at rm�,201 million.• Winner of the I-REIT and

Mudarabah awards in Islamic Finance News’ inaugural Deals of the Year 200� Awards.

• A strong year of growth in 200� with increasing revenues and profit margins.

• Launch of AmIslamic Bank.

Ambank GroupServing Malaysians Better

With an ever-growing stable of TV channels, Astro has revolutionised entertainment throughout Malaysia and in the region.

Brand Recognition

www.astro.com.my


• Astro is the region’s leading cross-media operator in Malaysia.

• Through joint-ventures with niche operators, Astro has built 2� channels of aggregated and original content of various genres, enabling it to brand and market the Astro Entertainment Network on its distribution platforms.

• Founded in 1��, the group has seen steady revenue growth, with ��% coming from television; Astro’s Direct-To-Home television offering has seen a steady increase of subscribers year on year.

• Sales were up 1�% in 200�.• Market capitalisation in 200�

rose 1�% to rm10,�2� million.

• Astro’s pay-tv service in 200� added 232,100 residential customers, bringing the total to over 2.1 million customers, or 3�% penetration of Malaysian TV homes.

AstroEnriching Malaysian Lives

20 2120 21

With its strong presence in the Malaysian fashion scene for over 30 years, Bonia moves its influence into international markets. Today, it is a leading brand in providing consumers with fashion goods and accessories, made from fine leather material and first-rate quality.

Brand Recognition

www.bonia.com


• Thirty-seven boutiques and over 200 counters within department stores, retail stores and duty-free shops across Malaysia.

• The group enjoys a 2�% market share of local products.

• The group is gaining a strong foothold in Middle East following the opening of its flagship boutique in Jeddah, and three other stores in Saudi Arabia.

• Sales were up 1�% in 200�, with marginally higher

operating profit margins.• Market capitalisation in 200�

was up 122% at rm130 million.

• Bonia has announced plans to nurture its presence in the Middle East, Europe and North America markets as demand and inquiries for the brand increases.

• Bonia has a stated aim of continually enhancing its corporate image and brand awareness to gain international recognition.

BoniaBreaking into the International Front

The fastest network coverage, the best rates ever — in this highly competitive mobile provider industry, Celcom connects with consumers through energetic campaigns, tying back to what matters most — connection with one another.

Brand Recognition

www.celcom.com.my


• Celcom is the number two telecommunications service

provider in Malaysia.• Present mobile subscriber base

of �.� million in Malaysia, representing a market share of 32%.

• Significant investment in improving technology and network architecture in order to retain a leading position.

• Sales were up 2% in 200� to rm�,�00 million.• Celcom began its operations in 1��.• The brand remains as one of

the best known in Malaysia.• One of the two principal

mobile operators in Malaysia to hold a 3g licence.

• The TM Group has operations in India, Cambodia, Pakistan, Malawi, Thailand, Sri Lanka, Indonesia and Singapore under different acquired brand names.

• Broad sponsorship programme including the ‘Rock the World’ music festival and talent show, ‘Homegrown’.

• Celcom has successfully developed Xpax into a strong youth-focused sub-brand.

• High-profile involvement in community.

CelcomPower in Your Hands

22 2322 23

Many organisations pay lip service to being visionary, dynamic and forward looking. For CIMB, the presence of these ingredients is the litmus test of the brand. Its steady growth and far-reaching ambitions attest to its professed brand values and define its approach in new markets.

Brand Recognition

www.cimb.com


• Successfully transformed itself from a national investment bank into a regional universal banking group through a series of strategic acquisitions.

• CIMB Islamic was named “Best Islamic Bank in Asia” by Euromoney in its Islamic Finance Awards 200�.

• Sales were up 11% in 200�, with a markedly higher

operating profit margin.• Market capitalisation in

200� was up ��% at rm31,3�2 million.

• CIMB is listed on Bursa Malaysia through Bumiputra-Commerce Holdings Berhad (BCHB).

• The group has since acquired CIMB-GK to grow the regional capital market, Bumiputra-Commerce Bank to enter consumer banking and enlarge its balance sheet, and Southern Bank in March 200� to strengthen its consumer banking capabilities.

• It is one of the largest domestic banks with presence in over 10 countries worldwide.

CIMBFor the Nation that Looks Ahead

In marketing itself as being “Always the Smarter Choice”, this maverick is not only clever in its branding strategy, but also doggedly effective at reminding the competitors’ subscribers that there’s always an alternative — and that its name is DiGi.

Brand Recognition

www.digi.com.my


• Present mobile subscriber base of �.3 million in Malaysia represents a market share of 23%.

• �0% of the Malaysian population is

covered by DiGi.

• Sales were up 2�% in 200�, with a markedly improved operating margin at 2�% of revenue.

• Market capitalisation in 200� was up 101% at rm11,��0 million.

• DiGi grew faster than the market in 200�, growing market share from 1�% in 2003 to 23% in 200�.

• Failure to win a 3G license forced DiGi to launch an alternative offering, EDGE, and market itself using a range of innovative approaches.

DiGiSmart Choices, Timely Changes

2� 2�2� 2�

To a nation that witnessed her growing with them from a ‘baby’ to a ‘lady’, this brand is one of Malaysia’s most familiar and trusted names in family nutrition.

Brand Recognition

www.dutchlady.com.my


• Undisputed leader in growing-up milk, sterilised milk, UHT milk and yoghurt drinks.

• Dutch Lady 123 has 3�% market share in growing-up milk, ��% share in UHT milk and ��% in sterilised milk.

• Sales were up �% in 200�, with stable operating margins at �% of revenues, while market capitalisation in 200� was up ��% at rm��2 million.

• Dutch Lady Milk Industries entered the Malaysian market in 1��3 and was the first milk company in Malaysia to be listed on Bursa Malaysia in 1��.

• Analysts point to the continued success of original products as well as the brand’s ability to carve new niches in the marketplace, enabling it to raise its share of consumers.

• Operations throughout Malaysia, with branded joint venture for distribution in Vietnam between holding company, Friesland Foods of the Netherlands, and Protrade in Vietnam.

Dutch LadyGrowing Up with the Nation

One of Malaysia’s most recognisable tourist landmarks, Genting Highlands Resort remains a top tourism spot for travellers near and far.

Brand Recognition

www.genting.com.my


• Resorts World was incorporated in 1��.

• Voted Malaysia’s No. 1 leading company 10 times over in the years between 1�� and 200� by the Asian Wall Street Journal.

• Siebel Customer Relationship Management to enhance service delivery and build brand loyalty through effective management of customer date.

• Sales were up 1�% in 200�, with stable operating profit

margins.• Market capitalisation in

200� was up �1% at rm2�,3�� million.

• Asiamoney held Genting to be Malaysia’s number one and Asia’s number two “Best Managed Company” for the decade.

• Flagship resort, Genting Highlands, has the world’s largest hotel with �,200 rooms.

• Acquired Stanley Leisure and won Sentosa Singapore IR project in 200�; as a result analysts predict improved growth prospects.

• January 200�: Resorts World Bhd and Star Cruises were voted “Best Brands in Leisure and Hospitality” in the Brand Laureate awards.

• WorldCard, the leading loyalty programme in its region, developed by the Genting Group and with Star Cruises as a strategic marketing and data-sharing partner, that currently has more than 1.� million cardholders.

GentingGrowing from Strength to Strength

2� 2�2� 2�

brandA brand that calls itself “Giant” is anything but modest or coy about its ambitions; the test is in living up to such a moniker. This most ubiquitous name in the local retailing sector has fulfilled that promise and brought mammoth transformations to the Malaysian shopping experience.

Brand Recognition

www.giant.com.my


• Giant is the largest hypermarket and supermarket retail chain in Malaysia, holding 10.�% market share.

• Since being acquired by Dairy Farm International, the brand has been undergoing a �-year period of building and improving the retail chain, making Giant the undisputed leader in Malaysia’s retail sector.

• Market capitalisation in 200� was up 10.�% at rm1�,�� million.

• Giant is a �0-year-old Malaysian brand built on its ability to deliver low process every day to consumers.

• The Government has named many of Giant’s stores as its “low price” partner.

• Giant has supermarkets and hypermarkets in Malaysia, Singapore, Indonesia and Vietnam, and is a fully registered trademark in the markets it operates in.

• Malaysian consumers are increasingly making everyday purchases through hypermarkets, attracted by their wide range of products at low prices.

GiantSupersizing Brand Malaysia

A public listed company on the Malaysian Stock Exchange, Hong Leong Bank has been providing financial services to Malaysians since 1905. Today, with its banking knowledge and experience, Hong Leong Bank has become a well-recognised banking institution.

Brand Recognition

www.hlb.com.my


• Strong reputation for banking excellence.

• Winner of the Finance Asia 2002 Asia’s Best Companies Award, the KPMG 2003 Shareholder Value Award, the CGC Top SMI Supporter Award 200�, and the Asian Banker’s Best Credit Card Product Award 200�.

• Strong performance in recent years.

• Sales were up 12% in 200� to rm2,3�� million.

• Market capitalisation in 200� was up �2% at rm�,1�2 million.

• Prominent community CSR programme.• 2003 joint branded venture

with MTV to launch the MTV credit card that connects cardholders to an unrivalled MTV-branded lifestyle experience associated with music, fashion, food, travel and entertainment.

Hong Leong BankReaching Out to You

2� 2�2� 2�

The domestic leader in general insurance keeps its brand proposition simple and unassuming while it strives to deliver with effectiveness, accessibility and integrity.

Brand Recognition

www.kurnia.com.my


• Presently the biggest non-life firm.

• Since 2000, Kurnia has attained the ms iso �001:2000 International Quality Standard Certification, and was assigned a rating of A+ in respect of General Insurance Financial Strength by Malaysian Rating Corporation Bhd (MARC).

• Sales were up 3�% in 200�.• Market capitalization in 200�

was at rm1,�20 million.

• Public stated aim of lifting its share of the market to 30% — an achievement that experts believe can only be accomplished at the expense of other insurers.

• Eight offices across Thailand, six offices in Indonesia and an extensive office and agency network throughout Malaysia.

KurniaTransforming Fortunes

A trusted insurance brand operating in Malaysia, Indonesia and Philippines, Malaysia Alliance Assurance (MAA) remains one of Malaysia’s top-of-mind-brands when it comes to protecting your family and loved ones.

Brand Recognition

www.maa.com.my


• MAA Assurance is one of Malaysia’s largest insurance brands.

• At present, the brand commands a 12–13% share of the life assurance market in Malaysia.

• Overall the brand commands �% of the general insurance market.

• MAA Assurance thinks the biggest competition in the coming year is likely to come from foreign-owned banks.

• Sales were up 10% in 200�, at rm2,2�� million.• Market capitalisation in 200�

was up 1�% at rm��1 million.• MAA Assurance successfully

launched two investment-linked insurance funds in 200�.

• MAA Assurance has several more products planned for 200� following its successful growth strategy.

• MAA Assurance allocates rm�.� million annual budget

for branding, advertisement and sponsorship exercises.

• Charitable involvement within Malaysia, including the establishment of 11 dialysis centres nationwide.

• The group’s principal activity, Life Insurance, has averaged 1�% growth year on year since 2002.

MAA AssuranceInto the Future of Financial Security

30 3130 31

After years of financial uncertainty, the national carrier has finally risen from its troubles and is working steadily to reignite the brand’s relationship with customers and other stakeholders.

Brand Recognition

www.malaysiaairlines.com


• Reputation for excellence in efficiency and customer service.

• Winner of many awards, including the 200� Skytrax Award for Best Economy Class.

• Since 200�, business turnaround plans have been implemented and the airline has since returned to profitability.

• Sales rose 10% in 200� to rm13,��0 million.

• Market capitalization in 200� was up �1% at rm�,2�� million.

• Recently was awarded � stars by Skytrax, which carries out

international traveller surveys to find the best cabin staff, airport, airline, airline lounge, in-flight entertainment, on board catering and several other elements of air travel.

• On-going partnerships with Tourism Malaysia, complementing the Malaysian government’s drive to showcase the country as a leading tourist and business destination.

Malaysia AirlinesRevival is in the Air

For years, Malaysians have grown up nibbling on Mamee-Double Decker snacks. Today, the brand continues to endear itself to new generations of snack lovers throughout the nation and beyond.

Brand Recognition

www.mamee.com


• Mamee-Double Decker is Malaysia’s leading food products manufacturer.

• Many of the �0 Mamee-Double Decker products are household names in Malaysia.

• Mamee-Double Decker received the Melaka Industry Award 2003 of “Promising Local Company Award”.

• Sales were up 11.�% to rm3�0 million.

• Market capitalisation in 200� was up �2% at rm202 million.

• Incorporated in 1��1, Mamee-Double-Decker featured in the “Top 100 Listed Companies Year 200�”.

• The company is currently awaiting instructions from Malaysia’s Information Ministry on whether its leading product, instant noodles, is to be classified as a “fast food” with the potential result of an advertising ban.

Mamee Double-DeckerBreak Time, Malaysian Style

32 3332 33

Spearheading the development of Malaysia’s mass-acceptance for mobile telecommunications devices, Maxis and the other players in its category are heavily dependent on the strength of their brands to keep sales going, and going, and going…

Brand Recognition

www.maxis.com.my


• Maxis held a mobile subscriber base of over nine million or 3�% of market share in Malaysia at the time of valuation.

• Recently won the Wall Street Journal award for Malaysia’s Most Admired Company.

• Maxis started commercial operations in 1�� and was the fifth largest public company in Malaysia at the time of the valuation.

• Sales were up 1�% in 200� to over rm�.� billion.

• Market capitalisation in 200� was up �0% at rm30,�1� million.

• Maxis continues to sustain its leadership position in Malaysia, with the company looking to its Indian and Indonesian operations to continue its rapid growth.

• Focus on entertainment has raised the brand’s profile as a provider of gaming content.

• Maxis aspires to be a regional communications operator, and has made acquisitions in India and Indonesia.

MaxisA Malaysian Connection

Malaysia’s most prominent financial institution, Maybank strives in its brand philosophy to be part of the Malaysian lives. Being the first in many endeavours, it is the largest bank in Malaysia, reaching out to all levels of society.

Brand Recognition

www.maybank2u.com


• Maybank dwarfs its competitors with a market share in the trade finance business of 2�.�%.

• Frontrunner in domestic consumer banking, being the first bank in Southeast Asia to introduce bank assurance a decade ago, and now offering over �0 products to customers at an affordable cost.

• Network of more than ��0 branch offices, and more than 2,�00 atm machines.

• Over 20 branches in Singapore and the Philippines and banking presence in most of the other Southeast Asian markets, including Brunei, Papua New Guinea, Indonesia and Vietnam.

• Sales were up 1�% in 200�.• Market capitalisation in

200� was up 2�% at rm�2,0�0 million.

• Maybank was the first Malaysian bank granted the right to establish a branch office in China.

• The brand has recognised the increasing important of

consumer demands, launching Maybank2u.com in 2000, the nation’s first Internet banking service.

• Incorporated in 1��0, Maybank is Malaysia’s largest bank.

• Solid and consistent growth and international expansion through a series of mergers and acquisitions, allowed the brand to crack the world’s top 120 banks in the early 2000s.

MaybankMaking Every Moment Count

3� 3�3� 3�

In a country saturated with international fashion brands in its many shopping centres, a local flavour stands out to give Malaysians variety and quality when it comes to style. The name of that Malaysian success? Padini Holdings.

Brand Recognition

www.padini.com


• The Padini Group has 1�� stores and consignment counters (as against 1�2 in 200� and 1�� in 200�).

• Revenue growth of 1�.�% in 200�, with profit before taxation up by ��.�% — this improvement on the previous year was mainly attributable to lowered operating expenses.

• Domestic sales account for about ��% of revenue, whilst exports increased by ��% in 200�.

• Sales were up 1�% in 200�, with stronger operating profit margins at 1�% of revenues.

• Market capitalisation in 200� was up �1% at rm30� million.

• Focus on raising awareness of brands within the domestic market.

• Simultaneous drive to improve quality and service, following customer service training for frontline staff.

• The only consumer goods retail brand to make it into Forbes magazine’s “200 Best under a Billion” Asian companies in 200�.

• Retail Outlook 200� classifies Padini as a “Grade A” brand i.e. characterised by high market share and rapid growth rates.

PadiniBringing Malaysia Forward in Fashion

With 20 years in the department store business, Parkson is synonymous with these words: quality, service with excellence and a leader in its own.

Brand Recognition

www.parkson.com.my


• From its first store opening in 1��, today Parkson has over 30 stores nationwide as well as stores in China and Vietnam.

• Platinum Winner under Department Store of the Year Award at the Retail World Excellence Awards 200�/�.

• Voted by customers at the One Utama Shopping Complex as their favourite Major Retailer in 200�.

• KLCC Retail Awards of Excellence 200�/200�.

• Sales were rm2,�00 million.• Market capitalisation in 200�

was up ��% at rm�30 million.• Promotions and members

only sales to cultivate customer loyalty.

• In China, Parkson stores are in 2� major cities, including 3� Parkson branded department stores.

• In Vietnam, Parkson was the first truly international department store to be opened in Ho Chi Minh City.

• Community events, such as the 200� Parkson Charity Music Festival.

• A steady year for Parkson.• Malaysia has 2� Parkson stores

nationwide.

ParksonA Truly Malaysian Success

3� 3�3� 3�

As one of the country’s foremost car producers, Perodua has emerged to be a key player with its successful launch of the MyVi. While the success has caught even the brand’s leaders by surprise, it is indeed a key factor in rebuilding Perodua’s position and image with Malaysian car users.

Brand Recognition

www.perodua.com.my


• Key competitor of Proton, Perodua distinguishes itself through its compact cars, designed for customers seeking a smaller and cheaper alternative.

• Autocar Malaysia named the Perodua Myvi, launched in 200�, its “Car of the Year” since 200�.

• Malaysia’s compliance with the WTO anti-protection rules has removed much of the competition, leaving the way clear for Perodua to excel in the domestic market.

• Sales were up ��% in 200�, with marginally increased operating profit margins at �% of revenues.

• Market capitalisation in 200� was up ��% at rm�,0�� million.

• Myvi sales have reportedly far surpassed initial expectations.

• Since 1��, Perodua has been aggressively participating in motor sports events such as rallies and track racing.

• The brand has entered a joint venture with radio stations, Hot FM and Fly FM, providing vehicles for the radio stations’ mobile crew.

• One million vehicles sold since 1��, when the first car, the popular Perodua Kancil, was introduced to the Malaysian market.

PeroduaMalaysian Vision

From supporting Formula 1 Races to memorable advertising campaigns, Petronas reaches out to the Malaysian society by connecting to the people. Its leading role as an oil and gas manufacturer goes beyond.

Brand Recognition

www.petronas.com.my


• Company has grown to become a fully-integrated oil and gas corporation and is ranked among Fortune Global �00’s largest corporations in the world.

• The business has performed very strongly on the back of increased oil prices.

• Wholly owned by the Malaysian government and is vested with the entire ownership and control of the petroleum resources in Malaysia.

• Sales were rm1�,�00 million in 200�.• Market capitalisation in 200�

was up 3�% at rm�,��2 million.

• Key sponsor in motorsport events, including the Malaysian

Grand Prix and the Chinese Grand Prix.

• Strong community involvement and CSR programme.

PetronasA Nation’s Pride

3� 3�3� 3�

Through consistent, efficient financial management and unified realisation of group strategies, Public Bank has grown to embody both stability and profitability for customers and shareholders alike.

Brand Recognition

www.publicbank.com.my


• Demonstrated superior ability to weather difficult industry periods.

• Won Asset Magazine’s 200� “Best Domestic Bank in Malaysia” for the fifth consecutive year and its chairman and founder, Tan Sri Dr Teh Hong Piow, was named “Asia’s Banker of High Distinction”.

• Founded in 1��, Public Bank has grown to be the second largest lender in Malaysia by market capitalisation, and the fifth largest listed company in Malaysia.

• Sales were up 1�% in 200�, with marginally stronger operating profit margins.

• Market capitalisation in 200� was up 3�% at rm31,�12 million.

• Public Bank Berhad has sustained above average industry loan growth and gained market share, as well as maintaining a sustained dividend payout.

• Public Bank Group is selectively expanding its regional operations in Hong Kong, Cambodia, Vietnam, Laos and Sri Lanka.

Public BankPrudence, Growth and Innovation

Malaysia’s national car manufacturer, Proton has brought the country through leaps and bounds in the automobile industry. From its first-ever production, the Proton Saga to today’s Persona, the brand has indeed grown into success.

Brand Recognition

www.proton.com.my


• Majority of sales occur within Malaysia.• Operates in 2� countries across five continents.

• Sales in 200� were rm�,�� million.

• Market capitalisation in 200� was up 3�% at rm�,0�� million.

• The government ended the rebate that Proton previously received on excise taxes that imposed on all cars sold in Malaysia.

• Proton is actively seeking to secure strategic alliances with other major automotive competitors.

• Ad-hoc advertising, but recent television campaign to promote the Savvy model.

• Exports to the United Kingdom, South Africa and Australia and aggressive marketing of its cars in several other countries including the Middle East.

ProtonYou Can Count on Us

�0 �1�0 �1

Convenience. Flexibility. Professionalism. RHB Capital Berhad is all this and more. It is a homegrown financial service group that strives to give only the best to its customers.

Brand Recognition

www.rhbbank.com.my


• Core business centred in the RHB Head Office in Kuala Lumpur, Malaysia.• Extensive financial network

throughout the country with over 200 offices around the nation and the region.

• Sales in 200� were rm2,�� million.

• Market capitalisation in 200� was up ��% at rm�,02� million.

• One of the largest fully integrated financial services groups in Malaysia, and a growing financial services company in the ASEAN region.

• Awarded Euromoney’s “Most Improved Islamic Bank in Asia” after its financing asset grew more than 1�% in 200�.

RHB BankDelivering Results

Sime Darby has become a household name in Malaysia, and is about to become part of the largest publicly listed company on the Bursa Malaysia.

Brand Recognition

www.simenet.com


• Sime Darby Berhad is one of Malaysia’s leading multi-nationals and one of Southeast Asia’s largest conglomerates.

• Sime Darby is a portfolio brand used across a range of businesses. It operates in plantations, motor vehicles, heavy equipment, property and energy and utilities industries.

• Sales in 200� were up �% achieving rm1,000 million in profits.

• Market capitalisation in 200� was up 33% at rm20,�13 million.

• Founded in 1�10, the company has 2�,000 employees in over 300 companies.

• 200� was the first time in its ��-year history for it to reach the rm1 billion in net profits, an increase of �0% over the previous year.

• In the last two years, Sime Darby has grown its turnover and net profit by 3�% and 22% respectively — much faster than the market.

Sime DarbyAt the Edge of a New Frontier

�2 �3�2 �3

As one of Malaysia’s foremost, well-diversified conglomerates, the Sunway Group stands out as leader in several industries. Reaching out to people on the home front and internationally, the Sunway Group is an example of excellence, as it reaches out for the stars of success.

Brand Recognition

www.sunway.com.my


• A series of high-profile contracts and joint ventures has seen the brand grow considerably over the past couple of years.

• The Sunway brand is associated with high-end developments in virtually every sector. The Sunway name stands for the same thing in almost every category it operates: trustworthiness and reliable quality.

• Operating profit was at �% in 200�.

• Market capitalisation in 200� was up �0% at rm3�1 million.

• The brand currently has moderate marketing investment.

• Sunway pursues a comprehensive CSR programme focusing on education, environment conservation and socio-economic activities.

• The Group’s flagship Bandar Sunway development has received awards and international recognition as a tourism landmark that it is today.

• Sunway was awarded “Builder of the Year 200�”, one of the most prestigious titles in the Malaysian Construction Industry Excellence Awards.

• Sunway is recognised for excellence in construction and for professionalism, innovation and dedication shown to the community as a responsible corporate company.

Sunway Group Turning Vision into Reality

An effective and relevant newspaper wears many hats. It has to inform, engage and intrigue without becoming sensationalistic. To educate while it entertains, so that what is important to know is also enjoyable to learn about. The Star has achieved most of this with considerable success.

Brand Recognition

www.thestar.com.my


• Leading English-language tabloid format newspaper in Malaysia.

• The first Malaysian newspaper, and the third in Asia, to launch a World Wide Web edition.

• In 200�, The Star experienced the highest distribution among English dailies in Malaysia.

• Sales in 200� were up �% to rm��0 million.

• Market capitalisation in 200� was rm2,�� million.

• First published on � September 1��1, starting off as a regional newspaper.

• Circulation grew rapidly, and in 1�� The Star went national.

• The brand is committed to investing substantially to ensure that The Star Online continues to provide relevant services and content.

• Malaysian newspaper circulation passed 2.� million copies in 200� according to the Audit Bureau of Circulation; the language in highest circulation is Chinese

with a �% growth rate, while the English grew about �%.

The StarGiving Voice to the Nation

��

YTL Corporation today has emerged as one of Malaysia’s most pioneering brand in the nation as well as the international market. What is the secret behind its success? The foresight of its founders and leaders as well as making sure its employees live the brand philosophy as set out.

Brand Recognition

www.ytl.com.my


• YTL Corporation Berhad is one of the largest and best known companies listed on the Kuala Lumpur Stock Exchange.

• Its consumer awareness has increased following its highly successful property developments.

• Sales were up 11% in 200�, with much higher operating profit.

• Market capitalization in 200� was up 1.�% at rm1�,��0 million.

• YTL Corporation Berhad has built up an excellent track record of building high quality houses, apartments and condominiums with attractive and innovative designs.

• The YTL name commands a premium and stands for innovation, impeccable attention to detail, and increasingly, responsible corporate citizenship.

• The business has been growing strongly following its strengthening reputation in the market.

• This is reinforced by Sentul, YTL Corporation’s innovative 2�� acre residential and commercial development and Malaysia’s first private gated park in Kuala Lumpur.

YTLTrails, Tales and Tradition

TV3 is Malaysia’s first, free-to-air television network that has maintained its leadership position over its 23 years of operations. Reaching over 4.5 million households and 21 million viewers all over Malaysia, TV3 focused on its viewers and advertisers, delivering bold and unique programming.

Brand Recognition

www.tv3.com.my


• tv3 has been the leading television station in Malaysia since its launch and has twice reached �1% of audience (in 2001), the highest audience share ever achieved by a Malaysian television station.

• The station is seen as a trendsetter, focussing on the production of quality local content and has caught the attention and loyalty of Malaysians.

• Sales were up �2% in 200�.• Market capitalisation in 200�

was 2�% at rm1,�� million.• Market share is stable: in 200�

tv3 held �3% of gross television advertising expenditure and ��% of TV viewers.

• Incorporated in 1��3 as Malaysia’s first privately

owned station, tv3 is now Media Prima Bhd group’s flagship mass-market channel.

• In 2001, tv3 received the highest Customer Satisfaction Index rating among free-to-air television stations in a Malaysian Communication and Multimedia Commission survey.

TV3TV3 is with You

��

Enduring BrandsWhether a brand originates within a

domestic market or arrives from foreign

shores, the test of its success is in its ability

to make a compelling proposition to the

consumer. Here are some brands that have

become household names in Malaysia.

There are those that we embraced pretty

much as they first appeared. Others adapted

themselves to us. Still others are sprung up

close to home, but are continually evolving

to find relevance in new and far-flung

places. Each has found its own secrets

not only to endure, but to prosper.

100 Plus

Bata

Boh

Breeze

Colgate

FAB

HSBC

Lux

Maggi

Milo

Nescafe

Royal Selangor

Shell

Standard Chartered

Tiger Balm

48 4948 49

MMVB Organizing CommitteeAssociation of Accredited Advertising Agencies (4as)YBhg Datuk Vincent LeeTony SavarimuthuZayn KhanChristopher Micheal CheowLau Su Lin

4As SecretariatMacomm Management Services Sdn BhdJacob MatthewsJackie Foo

ValuationInterbrandJez FramptonVenetia TayKhin Ng

MMVB is supported by

Project ManagementBrand Independence Sdn BhdPhyllis LeeMelissa Aminuddin

Editorial TeamChua Siew ChingSiaw Mei Li

PhotographerPaul Gadd

DesignFigtree Design

PR ConsultancyDDBPRShehara de SilvaJoshua PurushotmanFrauline Hor

Direct MarketingRAPP CollinsCarol Roche

WebsiteDigital CommerceMalaysia Sdn BhdGary TayDerrick Ng

Event OrganiserThe Really UsefulCompany Sdn BhdGavin NgCannes NgJaya Sivam Vassu

Credits

brands are engines of economic growth

Copyright © Association of Accredited Advertising Agents Malaysia. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, photocopying , recording or otherwise without prior permission of the publisher. The MMVB® logo is also the sole property of the 4As and may not be used without written permission.

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Malaysia’s Most Valuable Brands - · PDF filehave built their brands out of clear vision and ... Padini, Parkson and Bonia ... of Malaysia’s Most Valuable Brands have attained