4As and Interbrand coming up with top brands in Malaysia
The Star
Tuesday September 18, 2007

KUALA LUMPUR: Assosiation of Accredited Advertising Agents of Malaysia (4As) and Interbrand are collaborating for the first time to come up with the list of 'Top 30 Most Valuable Brands' in Malaysia.

"This is an economic brand exercise to value companies' brand as a business and economic asset that can empower Malaysian companies and SMEs to meet global standards," said Datuk Vincent Lee, the President of 4As in the press conference at Crowne Plaza Hotel on Tuesday.

"It is a start towards putting Malaysian brands in the global map," he explained. 

In a recent valuation study year-ending 2005 conducted by Interbrand, a leading brand consultancy that pioneered and dominates the established methodology of brand valuation, Malaysia's top brands were worth an astounding RM 56.5 billion.

Andrew Martschenko, Director of Strategy, Interbrand said that two-thirds of world's wealth are attributed to the top corporate brands in the West.

This explains the significant relationship between brands and wealth, he explained. 

"This is not another contest to rank companies, which would often just confuse the brand owners. There is no open entry or submission to be in the list. It is an independent evaluation and we look at all companies equally by judging their financial statements and brand strengths," he further said. 

"The criteria to be in the list are that the company must be quartered in Malaysia and is a Malaysian brand, is a public-listed company and a consumer-facing brand. Judgement would be based on financial analysis, brand analysis and brand strength," said Andrew, adding that 30 companies were short-listed from a total of 50 companies. 

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