Big names: It was a night of glitz and glamour as brands are recognised for their outstanding achievements in marketing and brand building at the Putra Aria Brand Awards 2023. — GLENN GUAN/The Star
PETALING JAYA: Brilliance and elegance encapsulated the night as 147 unique brands received much-deserved recognition for their brand-building efforts at the second edition of the Putra Aria Brand Awards.
This year saw 150 awards given out, with 40 brands winning gold, 50 getting silver while 60 took home bronze.
Organising chairman Datuk Johnny Mun said he hopes that the winning brands will use the acknowledgement to pursue further local brand growth.
“We hope to spur local brands to continue building upon their current success and become either regional or even international brands one day,” he said when met at the event at the One World Hotel here yesterday.
Association of Accredited Advertising Agents Malaysia (4As) acting president Ryusuke Oda said brands need to adopt a more personal approach to stay relevant among modern consumers.“Modern branding goes beyond just communicating with consumers, it’s about giving consumers a reason to engage with and appreciate your brand every day, all year round,” he said.
Malaysia External Trade Development Corporation (Matrade) strategic planning division senior director Raja Badrulnizam Raja Kamalzaman hailed the winning brands as pioneers for other local brands to emulate.
“Not only have these winning brands etched their names into the chronicles of local commerce, but they have become a beacon of inspiration for aspiring local entrepreneurs and other businesses alike.
“They have effectively showcased Malaysia to the world and will hopefully encourage many others to follow in their footsteps,” he said.
This year’s Putra Aria Brand Awards was endorsed by Matrade as the Brand Champion Partner and supported by the Malaysian Advertisers Association, Media Specialists Association and Malaysian Digital Association.
The Putra Aria Brand Awards, an offshoot of the renowned Putra Brand Awards introduced by 4As back in 2010, similarly did not require any submission or entry fees for 360 brands to be included in the survey, with them being selected based on their investment levels in brand building instead.
Award winners were then selected based on over 11,000 consumer responses over an eight-week survey period from September to October 2023 across 62 media channels throughout Malaysia.
Survey respondents were allowed to rate brands based on various criteria including familiarity, experience, impression, intent to purchase, forced choice of brand and brands they’d recommend to their loved ones.
Consumers’ responses were captured directly by Ipsos, one of the global leaders in market research.
The responses were compiled and presented to the board of governors consisting of the Matrade chief executive officer, 4As honorary life president, heads of various media groups, and advertiser associations.
Brands were then awarded either gold, silver or bronze to showcase their achievements across 24 categories.
They are apparel and accessories; automotive; automotive fuel, lubricants and accessories; banking, investment and insurance; alcoholic beverages; non-alcoholic beverages; dairy beverages; cameras, IT and office equipment; communication devices; communication networks; education and learning; foodstuff; health; household products; home improvement products and stores; media and networks; entertainment; personal, household and outdoor appliances; personal care; property; retail; restaurants and fast food; transportation, travel and tourism; and ecommerce.
