Maybank emerges as most valuable brand in Malaysia
Business Times
November 18, 2007
By Anna Maria Samsudin
MAJOR surprises emerged at Malaysia's Most Valuable Brands (MMVB) Gala Night in Kuala Lumpur yesterday.
Maybank, Public Bank, Maxis, Genting and Celcom were named the country's top five brands at the function with a combined brand value of RM30.46 billion.
National oil company Petroliam Nasional Bhd (Petronas) was placed a lowly 15th and Proton was nowhere in sight on the list.
Giant came in as the 11th most valuable brand and Malaysian Airlines (12th) pipped Air Asia (15th).
Based on a study conducted by global brand consultancy agency Interbrand, Maybank was valued at RM9.64 billion, Public Bank at RM6.86 billion, Maxis at RM5.3 billion, Genting at RM4.59 billion and Celcom RM4.07 billion.
The brands were valued via a process that calculated the net present value of the earnings that the brand is expected to generate and secure in the future for its owners.
Since most of the top 30 brands are listed companies, a significant portion of the valuation came from the companies's market cap value.
Interbrand group chief executive Jez Frampton said the inaugural ranking will assist in emphasising the role of brand contribution in business performances
In addition, he said the ranking also provides top line measures of economic performance, stating what the brand is worth overall and among competition.
"Upon conducting the study, we believe that Malaysian companies have enormous potential to be in the league as other global brands. What needs to be done is for the top management to give more focus in developing their intangible assets," he told a press conference ahead of the MMVB Gala Night.
Deputy Prime Minister Datuk Seri Najib Razak presided at the event.
Meanwhile, the Association of Accredited Advertising Agents (4As) president Datuk Vincent Lee said the study should serve as a catalyst to inspire Malaysian corporate to look forward to being in the global 100 brands.
"Malaysia now joins a select few countries in Asia that have commissioned such a study by Interbrand. Taiwan, China and Singapore are the other markets that have recently embarked on similar studies," he said.
The MMVB, which is part of a national brand valuation study commissioned by the 4As, is a recognition and brand valuation exercise - an initiative by the private sector and media in support of the government.
The main objective of this league table, which listed 30 Malaysian top brands, is to to educate Malaysian companies on the need for substantial marketing and advertising support to build brands, which will subsequently help generate business as well as economic wealth.
The Interbrand findings contrasted with another one on Malaysian brand values released recently by Brand Finance Plc - an independent brand valuation and strategy advisory firm.
It listed 50 of Malaysia's top brands with a combined value of RM60.19 billion.
Petronas topped its list as the most valuable Malaysian brand worth RM7.51 billion, followed by Maybank at RM5.74 billion, Telekom Malaysia (TM) at RM4.86 billion, Genting at RM3.73 billion, CIMB at RM3.19 billion, Tenaga RM3.18 billion, Maxis RM2.99 billion, Public Bank RM2.67 billion, Sime Darby RM2.63 billion and Malaysia Airlines (MAS) at RM2.22 billion.
Collectively, brand values for these top 10 account for more than half of the overall top 50 brand value and overall the brands predominantly come from the financial services and agricultural sectors.
Using the "Relief from Royalty" methodology, the index ranks the most financially valuable brands in Malaysia.
This methodology assumes that a company does not own its own brand and calculates how much the firm would need to pay to license it from a third party.
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