The inaugural Malaysia’s Most Valuable Brand (MMVB) is definitely a milestone for all local marketers / business people. First of all, I appreciate the president of the 4A’s to state upfront that not everyone will agree with the list, as I think this is a very important disclaimer.
The strength of any brand awards must lie in its credibility.
If companies are required to commit and purchase XXX numbers of award books in order to be recognized as a super duper brand after they’ve nominated as a super duper brand by the organizer, then the whole program sounds like a scam of supply side marketing. To my knowledge, MMVB doesn’t have such requirements and for the record however a big part of the evaluation is based on financial performance of the brand, which therefore limits the participation of private businesses, unless they make public their financial records.
When the MMVB list came out, I must admit I was a little skeptic but what calmed me down was a category of award called “Enduring Brands”. It’s not was not published in the papers but I found it on their events booklets. Here’s how it’s described:
Enduring Brands
Whether 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 other 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 prosper.
100 Plus
Bata
Boh
Breeze
Colgate
FAB
HSBC
Lux
Maggi
Milo
Nescafe
Royal Selangor
Shell
Standard Chartered
Tiger Balm
If you’re wondering why I’m not listing the top 30 MMVB – let’s just say I’m still a little skeptical.
Anyway, besides the MMVB, here’s some of the local brand awards in Malaysia: the Superbrand Awards, the Brand Laureate Awards, Reader Digest Trusted Brand Awards, Brand Equity Awards and even Guardian Pharmacy’s customer choice awards, just to name a few.
The strength of any brand awards must lie in its credibility.
If companies are required to commit and purchase XXX numbers of award books in order to be recognized as a super duper brand after they’ve nominated as a super duper brand by the organizer, then the whole program sounds like a scam of supply side marketing. To my knowledge, MMVB doesn’t have such requirements and for the record however a big part of the evaluation is based on financial performance of the brand, which therefore limits the participation of private businesses, unless they make public their financial records.
When the MMVB list came out, I must admit I was a little skeptic but what calmed me down was a category of award called “Enduring Brands”. It’s not was not published in the papers but I found it on their events booklets. Here’s how it’s described:
Enduring Brands
Whether 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 other 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 prosper.
100 Plus
Bata
Boh
Breeze
Colgate
FAB
HSBC
Lux
Maggi
Milo
Nescafe
Royal Selangor
Shell
Standard Chartered
Tiger Balm
If you’re wondering why I’m not listing the top 30 MMVB – let’s just say I’m still a little skeptical.
Anyway, besides the MMVB, here’s some of the local brand awards in Malaysia: the Superbrand Awards, the Brand Laureate Awards, Reader Digest Trusted Brand Awards, Brand Equity Awards and even Guardian Pharmacy’s customer choice awards, just to name a few.
