Tips to elevate your brand awareness internationally

PETALING JAYA: How do you make your brand famous overseas?

Getha Bedding (M) Sdn Bhd chief executive officer Melissa Tan (pic) will impart her knowledge on how to build a brand outside Malaysia at the Export Excellence Awards 2019 Klang Valley roadshow at New World Hotel Petaling Jaya on April 30.

Advertising is a necessity and a well-executed marketing campaign can elevate brand awareness, said Tan.

Malaysian exporters can learn from Singaporean brands’ A&P campaigns, she said, citing Charles & Keith and BreadTalk which found success beyond the republic.

“When exporters advertise their brands abroad, they should always check for tax exemptions. There are tax benefits for promoting Malaysian pro­d­ucts overseas,” she said.With 50 years of experience in manufacturing, Getha is the leading manufacturer of natural latex foam mattresses and bedding products in Malaysia. The company exports its products to 25 countries across Asia, the Middle East, Europe and the United States.

Tan will highlight the importance of brand presence at trade expos.

“Exporters should visit trade exhibitions and participate in trade shows,” she said.

She advises aspiring exporters to utilise the Malaysia External Trade Development Corporation’s (Mat­rade) services, adding that the national trade promotion agency’s website ( has a 40-page beginners guide to exporting.“It is easy to read and good for beginners to get more information on shipping documentation, payment and related matters, while those in the industry can refresh their knowledge,” she said.

The Export Excellence Awards 2019 roadshow provides a platform for entrepreneurs and businesses to share best practices and challenges faced by Malaysian companies in the export industry.

Matrade senior manager Muhd Shahrulmiza Zakaria will be the moderator in a forum on “Critical Aspects of Exporting” featuring Tan as well as Mamee Double-Decker (M) Sdn Bhd sales and marketing director Pierre Pang, and PKT Logistics Group Sdn Bhd chief operating officer P’ng Tean Hau.

Standard Chartered Bank (Singa­pore branch) Asean and South Asia chief economist Edward Lee and Standard Chartered Bank Malaysia Bhd transaction banking head of trade Segar Govindasamy will speak on facilitating trade and investment in Malaysia and beyond.

Lee will also be a panellist in the forum on “Capturing Growth Opportunities in Asean”. He will be joined by LH Plus Sdn Bhd managing director and chief executive officer Callum Chen, and PwC Growth Markets Centre leader and partner David Wijeratne, while Standard Chartered Bank Malaysia Bhd managing director and chief executive officer Abrar A. Anwar will be the moderator.

In the final session, Top Glove Corporation Bhd managing director Datuk Lee Kim Meow will talk about “The Secrets of a Successful Exporter”.

To register for the roadshow, go to

Star Media Group in partnership with Standard Chartered launched the inaugural Export Excellence Awards 2019, with PKT Logistics as co-sponsor and Matrade as patron.

The seven main award categories are electrical and electronics; oil and gas; chemical, mineral and alloy; agriculture; machinery, equipment and automation; services; and other industries. Three companies will receive the Exporter of the Year title, while a special award will be given in the halal products category.Deadline for entry submission is Aug 2, and winners will be announced at the awards ceremony in November. For details, go to


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