The third edition of the Putra Brand Awards, the only awards selected by a sample of 6,000 consumers, honoured excellence in the branding achievements of Malaysian companies and SMEs on April 24 at the awards presentation at One World Hotel. Approximately 6,000 consumers were engaged in a research with a specific methodology developed by the Pulse Group sampling Malaysians adults 18-64 and used BrandPulse brand audit methodology across attributes such as growth, relevance, innovation and confidence.

Astro, Malaysia’s Pay-TV operator, won the ‘Putra Brand of the Year’ with other notable winners including Old Town White Coffee, which won a Gold award in the ‘Putra Most Promising Brand of the Year’ category, and Sen-Q, which won ‘Putra SME of the Year.’ Other most promising brand winners included Pensonic, Bonia, Ogawa, Firefly Airlines, and Vinci.

The Putra Brand Awards, organised by the Association of Accredited Advertising Agents of Malaysia (4As), was attended by some of the country’s top brand leaders and officiated by Tan Sri Dato’ Hj Muhyiddin Hj Mohd Yassin, the Deputy Prime Minister of Malaysia.

The Deputy Prime Minister noted in his opening speech that brand building is a critical investment for the well-being of local brands and Malaysian SMEs for the long term.

“In a multicultural society such as ours, it is important that we celebrate the differences, and use them creatively to develop brands with a distinctive Malaysian identity.”

In paying tribute to the brand owners, Dr. Wong Lai Sum, Chief Executive Officer of Matrade, called on Malaysian brands and SMEs to stay focused on their brand ideas and reinvent when necessary to stay ahead in the game.

“Successful brands must not only imbue high quality best practices, but must build emotional appeal and loyalty through cutting-edge creativity. People will embrace brands that deliver on their brand promise.”

Dato’ Rohana Rozhan, Chief Executive Officer of Astro, acknowledged the importance of brand building and viewed that as the responsibility of all in the company.

“Astro aims to make a difference in the three million homes we serve by constantly investing and improving the quality of our content, strengthening our relationships with our customers, and leveraging on the latest technology to serve our customers better – and today’s honour is a testament to that commitment,” said Rohana.

President of the 4As, Tony Savarimuthu, recognised that the rules of engagement have changed, and will continue to change, but the basic tenets of branding remain unchanged. “Brands must have a compelling reason for customers to choose them over their competitors. A brand promise must be aligned to the real values of a company and the nation.”

The Putra Brand Awards Organising Chairman, Dato Johnny Mun, applauded the winners in all categories and encouraged them to leverage their success in strengthening their relationship with consumers.

“Many Asian brands have succeeded in migrating beyond their borders to become world-class brands. The Putra Brand Awards is designed to give due recognition to local brands and SMEs chosen by consumers – which provides a sense of their marketability, appeal, and sustainability.”

The Putra Brand Awards, launched two years ago, measures and recognises Malaysian brands and SMEs across 20 categories with the top choices determined through a comprehensive nationwide consumer panel, based on brand relevance, confidence, differentiation, and growth. A total of 6,000 consumers aged 16 years and above residing urban and semi-urban areas were involved the research survey to determine the award winners. It is the only brand award endorsed by Matrade, and supported by the Malaysian Advertisers Association (MAA), the Branding Association of Malaysia (BAM), and the Media Specialists Association (MSA). The patron for the Putra Brand Awards is H.R.H Sultan Sharafuddin Idris Shah, Sultan of Selangor.