CONSUMERS have spoken and voted for Malaysia’s favourite brands, with the results unveiled at the Putra Brand Awards 2018 gala night.
The awards, also known as the People’s Choice Awards, recognises brand building as an integral business investment and is measured by consumer preference.
The ninth edition of the event saw Petronas being honoured with the Putra Brand of the Year, while Samsung’s marketing team was named Putra Marketer of the Year.
The night’s other special awards went to Hurix’s founder Datuk Dr. Pa Nok Ching for Putra Personality Award, Spritzer for Putra Enterprising Brand of the Year, and KFC, Panadol and Vitagen for Putra Brand Icon.
A total of 40 gold, 43 silver and 58 bronze awards across 23 categories were presented at the event at Majestic Hotel Kuala Lumpur.
The gold award winners were brands such as 100 Plus, Aeon, Colgate, Dettol, Dutch Lady, Dynamo, Gardenia, GSC, Heineken, Honda, Ikea, KFC, Maxis, Maybank, Milo, Panadol, Panasonic, Perodua, Petronas, Samsung, Shell, Sony, Spritzer, Sunway University, Taylor’s University, Top, Toyota, Vitagen and Yakult.
Star Media Group Bhd bagged the silver award in the Media Networks category.
“The Putra Brand Awards stands apart from all the other award shows as the most prestigious, money-cannot-buy award,” said Association of Accredited Advertising Agents Malaysia (4As) president Andrew Lee.
He said enhancing brand value was vital to long-term success as it helped grow companies and made it easier to navigate through the economic challenges faced by the industry.
“Consumer behaviour has evolved. Today, around half of us are making an effort to buy more products that support good causes. 43% of millennials say they often buy or refuse to buy a product based on the company’s expressed values or socio-political activities.
“So, it is critical in today’s highly competitive marketplace for brands to have a greater sense of purpose – to build meaningful and emotional connections with consumers – and to make tangible improvements to their lives.” said Lee.
To gain a competitive advantage, Lee said brands need to disrupt and deliver value, build trust, meet real needs, and focus on long-term customer relationships.
“This year, over 7,000 respondents participated in our survey, demonstrating the traction the Putra Brand Awards has gained over the years not only with the marketers, but more importantly, with the consumers,” said Putra Brand Awards 2018 organising chairman Datuk Johnny Mun.
“The 2018 awards saw an increase of about 15% of winners compared to the previous year,” he added.
Mun thanked Ipsos Malaysia, the award’s new research partner, for their expertise in running an advanced global online research methodology on the 7,000 consumers for the awards.
“The strong collaboration between 4As and Malaysia External Trade Development Corporation (Matrade) over the years is driven by the shared vision, determination and perseverance to champion the growth of local brands,” said Matrade deputy chief executive officer Datuk Wan Latiff Wan Musa.
“Over the years, we have seen Putra Brand Award winners become role models for others. In this ever-challenging business landscape, they continued to push boundaries to remain competitive and increase their market share.”
Wan Latiff added that Malaysia has become one of the leading global trading nations, ranking 25th out of over 200 countries in the world.
The Putra Brand Awards is organised by 4As in collaboration with Star Media Group.
It is endorsed by Matrade and Malaysian Digital Association, and supported by Malaysian Advertisers Association and Media Specialists Association.