SPEECHES:

Announcement speech by
Andrew Martschenko, Director of Strategy, Interbrand
Tuesday September 18, 2007

Good morning. It is an honour for us to be here today at the announcement of the 2007 Top Malaysian Brands.

Brands are rapidly becoming one of the most important sources of global wealth creation. Approximately one third of the value of companies listed on the world’s leading stock exchanges can be attributed to their brands. For some leading brands – such as Coca-Cola and McDonald’s – the brand represents more than 50% of the company’s value.

Owning a brand means that you own the customer relationship, thereby reducing the influence that a buyer or middle-man has on prices and margins. However, owning and successfully managing the brand requires a special set of professional skills. Brand management involves getting close to the consumer and understanding their needs and wants, then ensuring that products meet these requirements.

Strong brands influence customer choice, but also influence employees, investors, business partners and government authorities. Such influence is critical for commercial success and creation of shareholder value.

As brands are increasingly acknowledged as vital sources of company value, those companies – and those countries - that are prepared to invest in their brands can look forward to a brighter and more prosperous future. We congratulate the brands which will be featured in our 2007 league table. You have embarked on an exciting journey and we at Interbrand look forward to release of the study in November.

Thank you.