Malaysian brands and branding Malaysia
The Star
November 18, 2007

Brand Insights
By DATUK VINCENT LEE
Naga DDB

BY the time you read this, the Association of Accredited Advertising Agents (4As) Malaysia, together with Interbrand, would have revealed the report of Malaysia’s Most Valuable Brands.

The top 30 list quantifies the value of our nation’s biggest and best brands. There is little doubt that these brands have significant economic relevance to Malaysia. Especially in light of the call to globalise, these brands' importance would grow in an incremental manner, especially in today’s flat world.

Today, I would like to examine a slightly different consequence, and role, of these brands. In particular, the correlation between Malaysian brands and our country.

Nation Branding, as coined by Simon Anholt in 1998, can be summed up as the notion that the principles of branding apply in equal measure for a country as it does your organisation. Since then, many books and papers have been written on this subject that refines this thought into different silos of application. Whilst there is no denying that there are various approaches you can employ – from strategic political policies and tourism efforts, to cultural persona and economic focal points – consumer brands too can have a major impression on any country.

Think of how brand values from the likes of Sony and Toyota reflect upon Japan, or similarly, BMW fuels how we feel about an industrious Germany. Big brands seem to inadvertently or otherwise create big impact on a nation’s imagery and character.

Recently, an Italian friend of mine who came to visit remarked how he was almost expected to be suave and stylish all the time. He “blames” it on Armani and Ferrari, but he radiates pride in such an association (and why wouldn’t he?).

Which got me thinking about if the situation was reversed, what preconceived impressions do I “carry” with me when I travel or meet up new international associates and friends? Do they think of me as an up-and-coming, challenger of a person that is internationally capable on various fronts, or would they liken me to living as one with nature without a care in the world, or do they expect a socially warm, friendly and accommodating individual?

I have a nagging suspicion that none of the above would be accurate. Perhaps we have been lacklustre in our focus to brand ourselves as a country. On top of that, if we observe Malaysian consumer brands, we cannot honestly say many have had significant impact or effect on a global scale. Don’t get me wrong, I’m not saying we haven’t had brands which have made progress expanding internationally, but which can we honestly say have either got considerable relationship with consumers in large numbers, or have successfully been focused enough to echo the values of Malaysia?

Too many Malaysian brands choose not to build a name beyond our shores, instead choosing to adopt their local partner’s brand names or start one from scratch. Likewise, too many are guilty of over-adjusting to the point of dilution (or worse, confusion), the very core values that brought them success in their own country.

Why can’t we “sell” our own philosophies of work like the Japanese do? Or propagate an approach to aesthetics like the Swedish? Do we lack a national identity to the point where we haven’t a clue about what we are about? As a brand custodian, regardless of your role in an organisation, I implore you to hold up the inherent responsibility you carry even as your brand becomes a global citizen. Here are just two reminders on how:

Be resolute: Whatever values and principles that you have built as a brand in this country, you should uphold them as you venture abroad. Of course, there is a certain degree of cultural empathy and relevance in local markets, but the core values of your brand should not change. After all, there is merit in consistency as the world becomes ever more connected. Consumers would have access to information about how your brand performs in any country, and thus would consequently have similar expectations wherever they are. A brand needs to stand for the same things in Malaysia, as they do in Europe or America.

Embrace our strengths: Despite what some may say, I believe Malaysians have great strengths as a nation and as a people. We need to channel these attributes or the benefit of these qualities through our brands. Is our diversity as a country indicative of our abilities to empathise? Perhaps our preservation (and harnessing) of nature is a demonstration of our societal thoughtfulness? Maybe our success in the tourism industry is reflective of our warmth and friendliness? This is not just an exercise in patriotism, it makes your values a lot more believable if you leverage the traits of an entire country.

Whether your brand has made the list as one of Malaysia’s Most Valuable or if your brand is an up-and-comer (or even a recently born one), I challenge you as a brand custodian to take the lead in the conscientious task of representing our country globally. Wear your brand with pride, reflect our best traits and have all Malaysians be your brand ambassador.

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