KUALA LUMPUR - Three banks and three telcos have topped Interbrand's study of Malaysia's Most Valuable Brands with Maybank emerging the champion, according to Malaysia's Business Times yesterday.
The Association of Accredited Advertising Agents Malaysia (4As) and Media Prima, joint presenters of MMVB 2012, evaluated the candidates' financial performance, role of brand and brand strength.
The study, the fourth in collaboration with the 4As, was undertaken by Interbrand, one of the world's foremost brand consultancies that established the proprietary brand valuation methodology.
The total value of all 30 brands this year is RM80.2 billion (S$32 billion), representing a 49 per cent increase from 2009. The top two brands - Maybank and CIMB - registered more than 100 per cent growth since three years ago. AirAsia, ranked 12th, posted 257.3 per cent growth, the biggest increase among the 30 listed brands.
"To thrive in today's economy, brands must possess the ability to connect emotionally with consumers and engage them with a meaningful experience," Deputy Minister of the Ministry of International Trade and Industry Mukhriz Mahathir said. "Brands must function as the economy/s growth engine. Advertising firms and marketers must encourage this creative democracy to enable our economy to flourish, to the extent that both our products and services are sought the world over," he added.
Brands listed in the valuation must be consumer- facing, originate or be first launched in Malaysia, and be owned by companies listed on Bursa Malaysia. The brand must be an economic asset and contribute to the overall financial well-being of that company.
Maybank's campaign, "Humanising Financial Services Across Asia", an aggressive programme of mergers and acquisitions, helped elevate the nation's leading bank to pole position.
Among telcos, Maxis enhanced customer satisfaction by introducing innovative services that generated additional revenue streams.
This year's study saw the entry of IOI, F&N, SP Setia, and Old Town White Coffee and TM.
Said 4As president Tony Savarimuthu: "While brands have a commercial focus, they are a force for positive change in the society. Driven by consumer expectations of corporate behaviour, the role and value of brands has evolved.
"While the valuation is based on rigour and methodology, there are no finite answers. It is, however, an important bellwether on the state of the nation's brands, provokes debate of best practices and acts as a key platform for discussion and strategy in boardrooms, especially in the media."