Malaysia’s most valuable brands

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 Introduction

1. Introduction to Interbrand
2. The Interbrand Brand Valuation Methodology
3. “Malaysia’s Most Valuable Brands” League Table
4. Key Findings
5. Q&A

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 1
About Interbrand

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 An Omnicom company

Established Employees Offices Countries

1974 1300 36 24

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 Our global network

Amsterdam
Moscow
London Cologne
Toronto Madrid Hamburg Seoul
Chicago New York Lisbon ZurichMilan
San Francisco Cincinnati Tokyo
Dayton
Osaka
Mexico City Shanghai
Kuala Lumpur
Singapore

Jakarta
São Paulo
Johannesburg
Buenos Aires
Melbourne

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 Thought leadership

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 Measuring brand value

We’re the global authority on creating and measuring brand value. In partnerships with
BusinessWeek, Interbrand releases an annual Best Global Brands study.

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 Other national brand valuation studies

Africa’s The Americas Asia Pacific Europe

South Africa Brazil China France

Canada Singapore Russia

Chile Taiwan Spain

Mexico Australia Switzerland

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 2
The Interbrand
Brand Valuation Methodology

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 Brand Valuation Methodology
A 3-step Process

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 3
“Malaysia’s Most Valuable Brands”

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 Selection criteria

1) Is a public listed company or is owned by one - whether on Bursa or other stock

exchanges.

2) Brand does not need to be Malaysian-owned but must have originated from
Malaysia and/or headquartered in Malaysia

3) Consumer-facing brands only (includes corporate, product or retail brands but excludes
holding companies where they are invisible to the end-purchaser)

4) Data availability
– Marketing: corporate publications, analyst reports, financial and general press,
Interbrand experience
– Financial: annual and analyst reports, financial and general press

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 Malaysia’s 30 most valuable ‘global’ brands: Top 10
Brand Value Brand Value
Rank Brand Industry
(MYR m) (US$ m)

1 Maybank Banking 9,645 2,764

2 Public Bank Banking 6,866 1,967

3 Maxis Telecoms 5,308 1,521

4 Genting Leisure/entertainment 4,588 1,315

5 Celcom Telecoms 4,073 1,167

6 CIMB Banking 3,422 981

7 Astro Media/entertainment 3,303 946

8 Hong Leong Banking 3,099 888

9 Perodua Automotive 2,445 700

10 DiGi Telecoms 2,095 600

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 Malaysia’s 30 most valuable ‘global’ brands: # 11-20

Brand Value Brand Value

Rank Brand Industry
(MYR m) (US$ m)

11 Giant Retail 2,065 592

12 Malaysia Airlines Airline 1,719 493

13 Sime Darby Property/infrastructure 1,524 437

14 TV3 Media 1,098 315

15 Petronas Energy 920 264

16 YTL Property/infrastructure 731 210

17 RHB Bank Banking 653 187

18 Ambank Banking 651 187

19 Air Asia Airline 333 95

20 The Star Media/entertainment 318 91

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 Malaysia’s 30 most valuable ‘global’ brands: # 21-30

Brand Value Brand Value

Rank Brand Industry
(MYR m) (US$ m)

21 Dutch Lady Food & beverage 300 86

22 Kurnia Insurance 291 83

23 Proton Automotive 239 68

24 MAA Insurance 232 67

25 Affin Bank Banking 228 65

26 Padini Apparel 212 61

27 Parkson Retail 125 36

28 Sunway Property/Infrastructure 89 25

29 Mamee Double Decker Food & beverage 87 25

30 Bonia Apparel 75 22

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 4
Key Findings

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 Key findings: Five “billon-dollar” brands

ƒ 5 Malaysian brands worth more than a billon Rank Brand

Brand Value
US dollars ($US m)

ƒ Brands are important wealth creators in 1 Maybank 2,764

Malaysia
ƒ Branding is becoming a significant focus for
2 Public Bank 1,967

management and that investment in brands are

beginning to show valuable return 3 Maxis 1,521

ƒ Brand management is relatively sophisticated

and progressing at a rapid pace
4 Genting 1,315

5 Celcom 1,167

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 Key findings: Telecoms

ƒ A maturing market – pre-paid contracts are Brand Value

Rank Brand
dominant with high churn and low levels of (MYR m)
consumer loyalty
3 Maxis 5,308
ƒ Beginning of the creation of ‘lifestyle packages’
to reduce acquisition costs and target high 5 Celcom 4,073
ARPU users e.g. Celcom
ƒ Mobile price plans are being developed based 10 DiGi 2,095
on customer segmentation and audience needs

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 Key findings: Automotive - Malaysian Engineering

ƒ Proton was traditionally a symbol of Malaysian Brand Value

Rank Brand
pride and was endorsed by the ex-Prime (MYR m)
Minister Mahathir Mohamad 9 Perodua 2,445
ƒ Competitive environment - deregulation of the
industry and introduction of strong affordable 23 Proton 239
regional automotive brands from Japan, Korea
and China
ƒ Perodua emerging as a major force in the
Malaysian automotive market, with careful brand
management has the potential to become a
significant player.

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 Key findings: Retail

ƒ Explosion in the Malaysian retail market Rank Brand

Brand Value
(MYR m)
ƒ Successful national stores are being joined by
new shopping malls and existing strip malls are 11 Giant 2,065
being revamped
26 Padini 212

27 Parkson 125

30 Bonia 75

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 Key findings: Banks

ƒ A trend for mergers and acquisitions in the Brand Value

Rank Brand
financial sector in the region (MYR m)

ƒ Malaysia still has a high number of banks; 1 Maybank 9,645

indicating the potential of more M&A activity
ƒ Entry of foreign banks to the Malaysian market
2 Public Bank 6,866

ƒ Islamic banking is becoming increasingly popular 6 CIMB 3,422

globally
8 Hong Leong 3,009

17 RHB Bank 653

18 Ambank 651

25 Affin Bank 228

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 Key findings: The Airlines

ƒ Global competition and competition from low Brand Value

Rank Brand
cost carriers (MYR m)
Malaysia
ƒ Malaysia has decided to divide the routes 12 1,719
Airlines
between MAS and AirAsia (less competition)
ƒ MAS’s strong brand experience has helped the 19 Air Asia 333
business to avoid near bankruptcy and for it to
stage a turnaround of the business

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 5
Q&A

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 thank you.

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