PETALING JAYA: There are too many branding-related awards that lack the robustness of scientific measurement to seriously create any form of credibility, said Pulse Group chief executive officer Bob Chua.

“It is our responsibility as an industry to educate brand owners that one simply can't buy ones way into an award that has any form of credibility and actual prestige.

“I feel that what the 4As (Association of Accredited Advertising Agents Malaysia) and the larger group of industry practitioners are preaching is a move in the right direction towards creating a truly relevant, measurable, and credible practice of brand building,” he said in an interview.

The 4As is organising the 2012 Putra Brand Awards, which is based on the findings of Pulse Group's online poll of 6,000 consumers nationwide the largest consumer-based sampling of its kind in Malaysia.

This annual event, currently in its third year, is endorsed by the Government through Malaysia External Trade Development Corp (Matrade) and supported by the Branding Association of Malaysia, the Malaysian Advertisers Association, and the Media Specialists Association.

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