By the edge
For the second year running, Maybank has been ranked as Malaysia’s most valuable brand with a brand value of RM9.3 billion in a valuation study commissioned by 4As (the Association of Accredited Advertising Agents Malaysia) and The Edge.
The Malaysia’s Most Valuable Brands (MMVB) 2008 study, conducted by leading brand consultancy Interbrand, also ranked Public Bank, with a brand value of RM6.8 billion, as Malaysia’s second most valuable brand, followed by CIMB, with a brand value of RM6.3 billion.
The three banks, together with Genting (RM4.5 billion), Parkson (RM4.2 billion), and Celcom (RM3.9 billion), make up the six most valuable brands. All six had a brand value that exceeded US$1 billion (RM3.6 billion) each.
The total brand value of Malaysia’s 30 Most Valuable Brands was RM61.8 billion, up from RM56.6 billion last year. The top 30 brands were honoured at a gala event here last night. The guest of honour, Tan Sri Amirsham Abdul Aziz, Minister in the Prime Minister’s Department, handed out the awards.
“Brand valuation is a step in the right direction. Brands build trust. With the economic situation, branding has become even more important,” said Amirsham.
According to the study, despite a small drop of 3% in value, Maybank still tops the league table. Its acquisition in Indonesia has not affected the results as the study was based on year-end 2007 financials.
Datuk Seri Abdul Wahid Omar, president and CEO of Maybank who received the award last night, said he was happy with the ranking even though the brand value had decreased slightly. “So as we move forward locally, we will aim for the Maybank brand to be recognised, not only in Malaysia, but also in the Southeast Asian region.”
On the other hand, CIMB’s mergers and acquisitions in 2006 and its unifying brand strategy saw its brand value jump 83% to RM6.3 billion from RM3.4 billion last year, the highest increase among the top 30.
“This is a testament to our investment over the last year, We will continue with our long-term strategy as it has proven effective,” said Effendy Shahul Hamid, head of group corporate communications, CIMB Group.
The brand value of DiGi, which moved up one notch from No 10 last year, grew 35% despite a highly competitive and licence-restricted marketplace, said Interbrand in a press release issued yesterday.
Maxis is not in the rankings this year as it has been delisted from Bursa Malaysia. One of the criteria for MMVB is that the brands must be owned by listed companies as the study is based on publicly available information. Brands must also be consumer-facing and Malaysian-owned or originated.
National icon Proton saw the biggest fall in brand value of 37%, causing it to drop from No 23 last year to No 28 this year. The study noted that Perodua’s brand value now stands at more than 15 times that of Proton.
Interbrand’s methodology values brands in the same way that other corporate assets are valued, on the basis of how much the brands are likely to earn for their owners in the future. “Interbrand uses a combination of analysts’ projections, financial reports, and its own analysis to arrive at a net present value of those earnings,” said Interbrand group CEO Jez Frampton.
Interbrand noted that global turbulence roiling the markets had not fully impacted, except for falling margins and the increase in provisioning in general. The brand risk factor has also increased, it added.
4As president Datuk Vincent Lee said the study put Malaysia among the few Asian countries that currently recognised the value of brands as business and economic assets. “It helps the growth of business and celebrates the true heroes of economic value generation, the brand builders of a nation,” he added. Ho Kay Tat, managing director and editor-in-chief of The Edge, said the study “creates a platform for discussing the role of brand-building, ensuring business health and earnings continuity”.
“Through all this (economic turmoil) it has been very clear that brands are a powerful driver of recovery. Fundamentally, brands are there to enable consumers to choose. They mark out one offer from a company from somebody else’s. They are the reason why people will buy, and the reason why people will repurchase. They are a driver of demand,” said Frampton at a press conference earlier.
This year, three new brands made it to the top 30 — Sin Chew (No 27), Jobstreet.com (No 19) and Ogawa (No 29). Jobstreet.com is the first online brand to make it into the list.
