Malaysia Most Valuable Brands is an effort to evaluate and measure the values of major Malaysia company brands. It is a collaborative effort between the Association of Accredited Advertising Agents (4As) and Interbrand who are major entities and pioneers in brand evaluation methodology. The brand value is derived from a number of measurements including intangible earnings, the role of the brand and brand strength (a benchmark of brand’s relative risk compared to competitors).
4 of the largest banks in Malaysia make it to the top 10 of the list. Also, the list springs some surprises. Air Asia, which was recently ranked 6th in Asia Pacific Brand Channel Award sits at disappointing 19, compared to Malaysia Airlines at number 12 (Malaysia Airlines was ranked 52nd in the Asia Pacific Brand Channel Award). Also, you will be happy to know that Bonia and Padini are Malaysia-origin brands. Last but not least, you get a clearer indication that Perodua has left the national car maker, Proton, way behind despite being more than 10 years younger.
Full list of Malaysia Most Valuable Brands 2007:
Brand value = RM9.6 billion (US 2.8 billion). Maybank, the short form of Malayan Banking, is the largest and most profitable bank in Malaysia, and is synonym with its tiger symbol and black and yellow color. Everywhere you go, you will see Maybank’s branches on every corner of the street.
2. Public Bank
Brand value = RM6.9 billion (US 2.0 billion). Public Bank is another giant in the domestic banking and financial market. But it does not stop there as it continues to aggressively expand its operation in Asia that includes Hong Kong, China, Vietnam, Laos and others.
Brand value = RM5.3 billion (US 1.5 billion). Maxis started as a private company in 1995, went public in 2002, and after 5 years decided to become a private company again. Maxis has massive operations in Malaysia, India and Indonesia. Presently, Maxis has the strongest presence in the telecommunication market in the country.
Brand value = RM4.6 billion (US 1.3 billion). The Genting founder, Tan Sri Lim Goh Tong passed away recently but the Genting name does not die with him and will be here for generations to come. Genting Resorts remain as one of the most popular tourist destinations in Malaysia, either by local tourists as well as foreigners.
Brand value = RM4.1 billion (US 1.2 billion). Celcom is one of the most competitive telecommunication service providers around. It also has the widest network covering more than 95% of populated areas in the country. Celcom is also the first company to roll out their 3G operation, which gives access to high speed wireless network to millions of users across the country.
Brand value = RM3.4 billion (US 981 million). CIMB is definitely a high achiever and is becoming a trend setter in the banking and financial sector. Rapid growth through mergers and acquisitions allows CIMB to position the company as the upcoming and market-dominating brand in the next decade.
Brand value = RM3.3 billion (US 946 million). Astro is one of the earliest, largest and most successful satellite television service providers in this country. In Era.fm, Astro also owns an interactive radio station network, and regarded as one of the most popular radio channels by Malaysians, and manned by popular radio deejays.
8. Hong Leong
Brand value = RM3.1 billion (US 888 million). From a small Kuching-based banking outfit, Hong Leong has gone many phases of expansion, difficulties and change of ownerships before becoming what it is today. Hong Leong Bank is a member of Hong Leong Group, which is not only involved in financial industry, but multitude of specializations and industries.
Brand value = RM2.5 billion (US 700 million). Perodua is national’s 2nd car marker which has virtually now taken over as the number 1 in many different aspects. Many people laughed at their first produced car, the small and compact Kancil, but the model went through different levels of rejuvenation and evolved into cute and attractive model. In 2006, their newly introduced MyVi model was awarded Supermini Car of The Year by Autocar Asean Magazine.
Brand value = RM2.1 billion (US 600 million). DiGi is a homegrown brand but is financially backed up by a foreign company, Telenor ASA from Norway, which holds more than 60% of the company share. DiGi is the first company in Malaysia that introduced GPRS and EDGE technologies into the country. DiGi is famous and well-known for its yellow man icon.
Brand value = RM2.1 billion (US 592 million). Think of a hypermarket with super value and prices, and Giant will come into mind. Owned by Dairy Farm Sdn Bhd, it is regarded as the most successful homegrown brands when it comes to hypermarket and supermarket operation.
12. Malaysia Airlines
Brand value = RM1.7 billion (US 493 million). Despite having a few rough financial years and controversies surrounding its operation, it seems the Malaysia Airlines name and brand is still intact, and is well placed a respected 12th position. The appointment of Idris Jala, a former executive of Shell Malaysia, is said to be starting to bear fruits, with a positive indication of the company’s turnaround. MAS also recently rolled out FireFly, a low cost carrier that will undertake a number of flights to remote areas and towns.
13. Sime Darby
Brand value = RM1.5 billion (US 437 million). Sime Darby was formed by 2 British citizens well long before the independence of the country. The initial establishment was to oversee and manage the Malaysia plantation business. In 2007, Sime Darby merged with Permodalan Nasional Berhad (PNB), Golden Hope Plantations and Guthrie to form Synergy Drive, which becomes the world’s largest player in plantation industry as well a major comer in property development, utilities and automotive industries. It was relisted again and renamed the new Sime Darby.
Brand value = RM1.1 billion (US 315 million). TV3, which is under the control of Media Prima Berhad, is the first private television network established in Malaysia. It began its operation in 1984 and with the growing popularity the company was listed in the main board of Bursa Malaysia 4 years later. Today, its network even reaches the neighboring countries through the satellite network or terrestrial channel. The brand is now under the leadership of Dato’ Farid Ridzuan, the CEO of Media Prima.
Brand value = RM920 million (US 264 million). Wholly owned by the Malaysia government, Petronas was born in 1974 to undertake a wide range of petroleum and oil activities, which include upstream and downstream. Petronas also created history to be the first Malaysian company to make entry in the Fortune Global 500 list.
Brand value = RM731 million (US 210 million). YTL Corporation name is synonym to its present chairman, Tan Sri Dato’ Francis Yeoh, the son of the company’s founder. Tan Sri Francis is also one of the wealthiest businessmen in Malaysia. The company is not only listed in Bursa Malaysia, but became the first Asian country that was listed in the Tokyo Stock Exchange. The group’s core businesses are in utilities, railway, manufacturing, construction and others.
17. RHB Bank
Brand value = RM653 million (US 187 million). RHB takes the name of its founder (now retired), Rashid Hussein and specializes in wide range of financial tools including commercial banking, corporate banking and international banking services. The company started as Rashid Hussein securities in early 80s and then expanding its operation into commercial banking through merger and acquisition exercises. Mid of 2007, through a successful bidding, EPF or Employee Provident Fund take control of the company’s ownership by holding the largest amount of share.
Brand value = RM651 million (US 187 million). Famous for its “Ambank Mah…” commercial, Ambank was originally known as Arab Malaysia and founded by an Arab citizen by the name of Mr Najadi. It was then taken over by Tan Sri Azman Hashim, a fast-car enthusiast, who then renamed it as Ambank and built the Ambank brand to what we see today. Ambank is a major player in retail and commercial banking, investment and insurance.
Brand value = RM333 million (US95 million). No introduction is needed for Air Asia. In fact, it is only a matter of time before the company disposes off other company names to become the country’s most recognized brand. The success attained by Tony Fernandes and Air Asia has been nothing short of phenomenal. This year, Air Asia launched Air Asia X, which is a long haul carrier operation that goes up to Gold Coast, Perth and later, London. Air Asia X is a major partnership between Air Asia and Richard Branson’s Virgin Group.
20. The Star
Brand value = RM318 million (US 91 million). For many, a day must not pass until he or she has read The Star newspaper. Since its inception in the early 70s, The Star has gone rapid and tremendous growth and today is undoubtedly the most popular English news provider. A member of Asia News network, The Star readership now reaches more than a quarter of a million readers. The online new version, The Star online is also visited by tens of thousands readers per day.
21. Dutch Lady
Brand value = RM300 million (US 86 million). Many baby boomers grow with the Dutch Lady brand. It has been a hit brand in the dairy product segment and continues to be a hit until today. The company was established in 1963, and became the first milk company to be listed in the then Bursa Saham Kuala Lumpur (now Bursa Malaysia). Its main business activity is manufacturing of sweetened and condensed milk, milk powder and other dairy products for local consumption and overseas export.
Brand value = RM291 million (US 83 million). Incorporated in 1978, Kurnia Insurans has grown from an almost bankrupt company to one of the most successful local insurance companies. Kurnia is now backed by over 7000 agents across the country which represents almost every town and area throughout the nation. Kurnia has a capitalization amounting to RM200 million, and possesses total assets exceeding RM1 billion.
Brand value = RM239 (US 68 million). Proton started its operation in the 1980s by joining forces with an established car maker, Mitsubishi, to develop Proton Saga, the first national car. It promised to be the beginning of a bright future until it was facing tough financial years beginning of the 21st century. The continued saga saw their CEO, Tengku Mahaleel removed from the position and replaced with a former Perodua executive, Datuk Syed Zainal Abidin Tahir, who now holds the position as Managing Director.
Brand value = RM232 million (US 83 million). MAA Assurance, whose core business is in the insurance and wealth protection, is a subsidiary of MAA Holdings Berhad and operates in Malaysia as well as in Indonesia and Philippines. It has a mission to educate people about insurance and meets its vision to have every one covered under the MAA insurance.
25. Affin Bank
Brand value = RM228 million (US 65 million). When first incorporated in 1975, Affin Bank was known as Perwira Affin Bank Malaysia. The Affin Bank was born as a result of a number merger and acquisition exercises that happen in the 90s and early of 21st century. Affin Bank’s core business is in retail and commercial banking, hire purchase and treasury. Affin Bank operates throughout various towns and cities, backed by a presence of more than 80 branches.
Brand value = RM212 (US 61 million). May sound Italian, but actually it is not. Padini is a homegrown company brand operating under the Padini Holdings, which has a mission to be the best fashion company. Padini sells ladies shoes, accessories, children’s garments, maternity wear and other fashion products and clothing. The Padini Holdings have more than 100 stores in the country, operating in virtually all major cities.
Brand value = RM125 million (US 36 million). Parkson was established in 1987 and is presently one of the largest retail chains in the country. Parkson can be seen operating in major shopping complexes, including KLCC. The store chain is owned by The Lion Group, a major steel manufacturer. Under Lion Group, Parkson has expanded its operation overseas that include China and Vietnam.
Brand value = RM89 million (US 25 million). The Sunway group started as a tin mining company which later diversified its business when the tin business were slowly depleting. It grows as a one function company into a corporation having specialization in a wide range of industries, including construction and development, maintenance and education. In the 1984, the group started building a town bearing the company’s name, Bandar Sunway, a development that has received multiple awards.
29. Mamee-Double Decker
Brand value = RM87 million (US 25 million). Who says only kids love Mamee? Adults crave for it too, never mind the junk food! No wonder the brand is so famous, and well known among many levels of generations. The company was incorporated in 1971, and has to date received many business and entrepreneurship award. Mamee-Double Decker was listed in the list of Top 100 Listed Companies in the year 2005.
Brand value = RM75 million (US 22 million). Yes, this is an Italian-design inspired brand but, folks, this is a Malaysia brand! Don’t play play. The Bonia Group commenced its operation in the 1970s and to date operates in Malaysia, Singapore, Hong Kong and even Italy itself with more than 500 counters and boutiques. Bonia is a name associated with distinguished style and sophistication.
To go to original list of Malaysia Most Valuable Brands 2007, click here.