The winners of the coveted Putra Brand Award were announced yesterday at a Gala Night dinner event held at the Mandarin Oriental Hotel at 6.30pm. An extension of the Malaysia’s Most Valuable Brands (MMVB), the Putra Brand Awards is a recognition and brand valuation exercise initiated by the 4A’s (Association of Accredited Advertising Agents Malaysia) not only to recognise public-listed companies but also local brands and SMEs. While MMVB measures best brands by financial valuation, the Putra Brand Awards measured the winning brands by consumer preferences!

The awards stands as the only authority on brand equity measurement in Malaysia stewarded by the MMVB board of governors and endorsed by the Malaysia External Trade Development Corporation (MATRADE), also Chairman of the Board of Governors and well-known brand leaders from various industries. The strategic partnership with MATRADE, PULSE, Malaysian Advertisers Association (MAA), the Media Specialists Association (MSA) and the Branding Association of Malaysia has made this award a reality.

“A brand award is for all – no brand should be left out especially our local brands and SMEs.” These were the exact words of Datuk Vincent Lee, president of the 4As in his speech during the gala night of the Putra Brand Awards.

The award stands as the only authority on brand equity measurement in Malaysia stewarded by the MMVB board of governors who also manages the Putra Brand Awards. The MMVB Board of Governors consists of the 4A’s, the Malaysia External Trade Development Corporation (MATRADE) and well-known brand leaders of their respective industries.

According to CEO of MATRADE, YBhg Dato’ Noharuddin Nordin also Chairman of the MMVB Board of Governors, “MATRADE goes all the way to provide help for the local brands and SMEs – this brand award initiation helps boost what we are doing.”

As the awards are measured based on consumer preferences, a robust and unbiased consumer research polling system developed by Pulse Group called BRAND PULSE is used to determine and provide a scoring to each brand. The BRAND Pulse methodology will provide the Putra Brand Awards with the objectivity and transparency through research and provide valuable information on what consumers thinks about the nominated brands and how the brands are influencing Malaysians.

A total of 6000 consumers are involved in the research process in the selection of the award winners making it the largest consumer research sampling of its kind nationwide (covering East and West Malaysia). According to Jennifer Chan, chairperson of the brand council, “we gave a lot of thought into the credibility and transparency of research because these two aspects determine the authenticity, credibility and quality of the Putra Brand Awards.”
The brand council identifies and short lists brands based on 21 categories namely Apparel & Accessories, Automotive, Automotive – Fuel, Beverage – Alcoholic, Beverage - Non Alcoholic, Communication Devices, Communication Networks, Education & Learning, Finance, Foodstuff, Health, Household & Outdoor Appliances, Household Products, IT and Office & Business Equipment, Media & Entertainment, Property Development, Fast Food, Retail, Personal Care, Transportation, Travel & Tourism and a special merit award. Ten brand owners consisting of local brands and international brands, shortlisted from each category will then have to submit a written submission based on predetermined criteria on their brand’s health. The MMVB board of governors will review, approve and endorse the gold, silver and bronze award winners from each category.

“Strong Brands are wealth creators, and thus, the backbone of a Nation’s economy.” said Datuk Vincent Lee, President of the 4A’s. “The Putra Brand Award serves as a catalyst to inspire brands in this country to look forward to being on the global stage.’ he added.