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Maybank top brand in M'sia
Publication Date : 18-10-2012
Maybank, Malaysia's largest financial services group, has secured the number one spot in Interbrand's study of Malaysia's Most Valuable Brands (MMVB) 2012.
The combined worth of Malaysia's 30 most valuable brands this year stands at 80.2 billion ringgit (US$26.48 billion), a 49 per cent increase from 2009, according to global brand consultancy Interbrand.
This year, three banks and three telcos have topped Interbrand's study of Malaysia. The Star was once again on the list of the country's top 30 most valuable brands with a brand value worth 384 million ringgit, a growth of 3.5 per cent since 2009.
The brands featured in the 2009 league table - the last time the MMVB study was conducted - all delivered a positive brand value increase this year, with the banking sector charting among the highest increases.
The two top brands, Maybank and CIMB, posted more than 100 per cent growth since three years ago. AirAsia, ranked 12th, registered a 257.3 per cent growth, the biggest jump among the 30 listed brands, the Association of Accredited Advertising Agents Malaysia (4As) said in a statement in conjunction with the MMVB 2012 event held last night.
4As and Media Prima, which were joint presenters of MMVB 2012, had commissioned the valuation study, which was based on three primary components 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 leading brand consultancies that established the proprietary brand valuation methodology.
Meanwhile, Deputy Prime Minister Muhyiddin Yassin, in his speech read at the event by International Trade and Industry Deputy Minister Mukhriz Mahathir, said: “To thrive in today's economy, brands must possess the ability to connect emotionally with consumers and engage them with a meaningful experience.
“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.”
Brands listed in the valuation must be consumer-facing, originate or first launched in Malaysia, and be owned by companies listed on Bursa Malaysia.
The brand must also be an economic asset and contribute to the overall financial well-being of that company. Despite conservative gross domestic product growth in the last three years, exacerbated by the euro economic crisis, more than a quarter of the top 30 Malaysian brands showed double-digit brand value growth since 2009 through continued emphasis on brand building and prudent financial management.
Maybank's refreshed campaign, “Humanising Financial Services Across Asia”, and an aggressive programme of mergers and acquisitions helped elevate the nation's leading bank to pole position.
Among the telcos, Maxis implemented measures to enhance customer satisfaction and introduced new innovative services and revenue streams to warrant long-term growth and success.
This year's study included the entry of IOI, F&N, SP Setia, Old Town White Coffee, and TM.
4As president Tony Savarimuthu said: “While brands have a commercial focus, they are a force for positive change in society. Driven by consumer expectations of corporate behaviour, the role and value of brands have evolved, especially over the past five years.”
“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, and especially in the media.”