THE STAR, FRIDAY 5FEBRUARY 2021

PUTRA BRAND AWARDS 2020

Excellence in Adversity 2 PuPutrtra BrandAwards2020 THE STAR, FRIDAY 5FEBRUARY 2021

ATRADE is proudtobeasupporter markets. Messagefrom of the prestigious PutraBrand MATRADE takes agreat pride in our mandate Awards driven by the Association of as the National Trade Promotion Agency under Accredited Advertising Agents the Ministry of International Trade and MMalaysia (4As), the Malaysian Industry (MITI). MATRADE stood its ground Advertisers Association, the Media Specialists, with our vision, which is “ToPlace Malaysia as and the Malaysian Digital Association. Ever aCompetitive Global Trading Nation” and since its inception, the PutraBrand Awards has mission to “Promote Malaysia’sEnterprises to become an annual event that top brands look the World”. With this Vision and Mission, forward to. MATRADE will ensure that Malaysian brands Over the months, we have seen agreat have the competitive edge in the global market. disruption to our industries due to the adverse Realising that Malaysian companies are the impact of Covid-19 pandemic. In 2020, backbone of our economy,MATRADE strives to Malaysian businesses have been forced to enhance the internationalisation of industries transform their business operations and by virtually connecting foreign buyers with marketing plans to adapt to the challenging exporters through our 46 overseas offices business environment, while remain worldwide. With the support of our five (5) committed to serve their customers. The regional offices located in Johor, Pulau Pinang, current public health crisis indefinitely has Terengganu, Sabah and Sarawak, MATRADE posed agreat hurdle to our local brands. also prioritises the readiness to export of Nevertheless, MATRADE takes cognisance of the Malaysian companies before making their efforts of Malaysian businesses in staying mark across the globe. resilient and remains committed to support this Forpost-Covid-19 recovery period, MATRADE Awards, which is in line with our mission to will continue to work alongside with various champion the growth of local brands. trade associations, chambers and local The PutraBrand Awards acknowledges high companies. In 2021, MATRADE has planned to achievers who become role models for others engage with 13,000 Malaysian companies to emulate to push forward the brand agenda. through our Exporters Development and In this highly challenging business landscape, Export Promotion programmes. We have the winners are the epitome of perseverance, outlined 334 programmes that focus on the who continue to expand their boundaries while creation of more export champions in high- remaining competitive and unique. MATRADE value sectors, the utilisation of digital platforms, appreciates all the efforts from our illustrious inclusiveness, tapping on the current market Mohd Mustafa Abdul Aziz homegrown as well as foreign brand owners trends, and forging strategic collaborations. that have dedicated their spirit of Given the current uncertainty of the global CEO entrepreneurship, innovation and continuous economy,MATRADE is doubling its efforts in Malaysia External Trade Development improvement to drive sales and export. engaging with digital tools to provide more The pandemic has greatly affected the world business opportunities for Malaysian Corporation trade performance in 2020, yet Malaysia companies, particularly Small and Medium managed to strive through the crisis to become Enterprises (SMEs) and Mid-Tier Companies (MATRADE) one of the leading exporters of essential (MTCs). As such, we would liketoinviteall of products in the global supply chain. We have you, champions of Malaysian brands to go witnessed our homegrown brands that have global because “The Time to Export is Now”. been making major breakthroughs into the MATRADE is here to assist you with all the international market by capitalising on the needs to penetrate the international market. opportunity to export and continuing Finally,Iwould liketotakethis opportunity committed to connect with buyers. to congratulate all winners of the 11th Putra The new normal has forced manyofusto Brand Awards. Mayyoursuccess leaps you into work remotely,operate businesses online, and amilestone of your brands’ recognition both in even switch to virtual learning for the Malaysia and the international arena. educational institutions. It has seen that the pandemic has ushered us in apivot to digital transformation. Ablessing in disguise, the pandemic has accelerated our country’s digitalisation agenda. ForMalaysian businesses, digitalising business operations in this period is crucial to sustain business and remain tenacious in both our local and international

Contents 2020 PutraBrand Awards –BoardofGovernors Content MessagefromMatrade CEO...... 2 Datuk Aureen Jean Nonis Henry Tan Business Editor Senior Director,Strategic Planning Division Group CEO, AstroMalaysia Jagdev Singh Sidhu Messagefrom4As president...... 3 Malaysia External Trade DevelopmentCorp Messagefromorganising chairman ...... 3 Datuk Ho KayTat Coordinators Datuk JohnnyMun (Organising Chairman) CEO, TheEdgeCommunications SdnBhd Daljit Dhesi List of winners...... 4 Association of Accredited Advertising Agents Lim Cheng Hoe Malaysia (4As)SeniorAdvisor &Council Member KadriTaib PutraBrand of the Year ...... 6 President Sub-Editors RyusukeOda (ViceOrganising Chairman) Malaysian AdvertisersAssociation Hazlin Aminudin PutraBrand Icon ...... 6 4As Council Member Gerijah SaiRanggayah Datuk Khairul AnwarSalleh NurIlyanna Hashri Platinum winners...... 10 AndrewLee CEO, Media Prima TV Rachel Basnayake Gold winners...... 20 President, 4As Nicholas Sagau Tony Ngimat Designers Triumph overthe years...... 28 TanSri VincentLee President N. Thanaraja Honorary LifePresident, 4As Malaysian Digital Association Mohd Izudin BinIsmail Silver winners...... 34 P. KalaiSelvi Ching Chun Keat ChanchalChakrabarty Bronzewinners...... 42 ExecutiveDirector,The SunMedia Corporation President, Media SpecialistsAssociation THE STAR, FRIDAY 5FEBRUARY 2021 PutraBrand Awards 20202020 3

EARLYevery year at these awards, we order to survive, andthe coming decade Message from have spoken of changes to our indus- will be no different. try,impacted by happenings in our Amidst this chaos, there is opportunity, Nsociety,whether it is politics, the and brands will have to be very aware economy,natural disasters, new technology, or oftheirrelationship with their consumers to other disruptors. makethe most of it. Today’sconsumer has However, as much as we are all sick and much to occupythe mind, with amyriad tired of hearing about “theimpact of covid- distractions, and even existential crises to 19”, there is no denying that theCovid-19 cope with. Is there anyroom left for pandemichas been thebiggest event of our brands to make an impression, offer some livesbyfar, impacting each and every respite, or even asolution? human being on theplanet, forcing changes Which brands will consumers connect with? in our daily routines, constraining our move- They will look for brands that are well defined ments, and upending our businesses. and relevant; brands that reflect consumers’ The pandemic is only the latest challenge that desires and values; brands that are consistent we face, although it perhaps threatens to be the in their messaging, developing credibility longest lasting and most severe challenge yet, and trust; and brands that have continued as it affects the entire economy,hurting con- to invest during tough times, building and sumers and forcing them to choose where to maintaining meaningful consumer relation- spend their money. ships. Covid-19 has resulted in consumer behav- The PutraBrand Awards continues to iour changing significantly in thepast year, prove itself as avaluable and definitive and it will continue to do so for the imme- measure of that consumer-brand relationship. diate future, as longasthe pandemic con- By measuring consumer impression of tinues to run rampant, wreaking havoc across brands, their purchase intentions, and whether Malaysia and the world. they would makeword-of-mouth recommenda- So what happens next? What happens after tions of those brands, the PutraBrand Awards we get the vaccine? Will the economy rebound are atrue reflection of brand penetration into or will there be an extended recession? Are the the consumer mind. changes in consumer behaviour permanent? At More than ever, consumers the world over this point in time, it seems almost foolhardy are making their voices heard. It is no different to prognosticate. here in Malaysia, and consumers want to But Ialso think that it is perhaps unnec- have asay in choosing brands that reflect Andrew Lee essary to makeany guesses, educated or their personality,their resiliency,and howthey otherwise. After all, at this very event in face adversity and challenges. President 2019, Isaid “The more things change, the more Bad times never last forever. Whenconsum- Association of Accredited they staythe same,” and Istill believe this er demand returns, so will customer choice. It maxim holds true, perhaps even more so than is therefore imperative that brands continue Advertising Agents Malaysia (4As) before. to advertise todayinorder to be remem- Brands have always needed to evolve and bered tomorrow.Tough times come and go, but adapt to changing consumer behaviour in the best brands endure.

Message from reetings and welcome to the 11th edi- ing fraternity. tion of the PutraBrand Awards. The The public is then invited to vote for the pandemic mayhave prevented us from brands that made the effort to connect with Gstaging agala night to celebrate this them most. year’s awardpresentations. Eleven years on, the 2020 PutraBrand It however was unable to limit the enthusiasm Awards commenced with arobust online sur- and anticipation in the run up to the results of vey in partnership with Ipsos and more than the PutraBrand Awards 2020. 25 media partners. Last year has been atumultuous year to say Conducted over aperiod of two and ahalf the least. So, it was no surprise that manymar- months, this survey eventually culminated keters clung on to their budgets in fear of the with the endorsement of the people’schoice of worsening of the economy. winners by aBoard of Governors. Survival of the business was prioritised over The stature of the Award is not just restrict- the need to stayconnected with the consum- ed to local shores. The genuine success of this ers. Even if and when spending of ad dollars authentic, publicly-endorsed award has caught occurred, the drive was very much promo- the attention of advertising associations and tions-skewed. marketers across the region. We have learned through time that connect- They have reached out for consultation and ing with consumers is keytocarving out a collaborations for the Award show to be held niche for brands in the minds of consumers. in their respective countries. This is adiscipline that needs to be adhered The Award is one of the 4As most prized cre- to no matter what challenges there maybe, ations. It has grown to become Malaysia’s, if this global pandemic included. not the region’s, only true brand award to be Thankfully,pandemics do have lifespans. recognisedand sought after by marketers. Brands that embrace the situation with asus- “Money-cannot-buy” will remain the credo for tained presence, either through its marketing this award. and communications efforts or CSR activities, Forall winners in all 23 categories today, my will surely prevail once the scourge is over. heartiest congratulations to you for being This is evidenced by manyofthis year’s win- voted The People’sChoice. ners. More importantly,kudos for having the These brands chose the difficult route of fac- courage to keep the conversation going with ing the pandemic head on and embarked on your consumers, even in these challenging aggressive communication programmes across times. Datuk JohnnyMun all platforms. As we look forward to abetter year ahead, Manyhave undertaken bigger commitments and to the opportunity to celebrate The Putra Organising Chairman into CSR campaigns to endear themselves with Brand Awards together at the gala presenta- their consumers. tion, Isincerely hope that all of you marketers Association of Accredited By turningthe pandemic into an opportunity will not let the current situation get the better Advertising Agents Malaysia (4As) to ‘give back’ to the community,these brands of you. will certainly be favoured when the turna- Instead, in spite of the adversity,totakethe Senior Adviser &Council Member round comes. bull by its horns and soldier on. In closing, I The PutraBrand Award is called ‘The would liketoborrow aquote to remind us that People’sChoice’ awardfor good reason. The when the going gets tough, the brands that get intent of the 4As in creating and funding this going will thrive. money-cannot-buy award is to promote and The very best wishes for the Lunar New encourage brand-building among the market- Year. 4 Putra Brand Awards 2020 THE STAR, FRIDAY 5 FEBRUARY 2021

Selec criteria for the awards: And the big This is based on consumers’ choice of the brands in the market that consistently invest winners are: in brand building. This year, close to 6,000 consumers responded over the six week-long research period Putra Brand which was promoted via 25 digital of the Year platforms. The research was car- ried out by Ipsos Sdn Bhd to deter- mine Malaysia’s favourite brands with Gardenia multiple categories. Respondents rate the brands based o following factors: their impression of t brands, their intention to purchase the product or services of the brand, their “forced” choice of the brand and those would recommend to friends and fami s Putra Enterprising Brand o he A Pre ious People’s Year Choice Award: UNITAR Into its eleventh year, the Putra Brand Awards is a closely-followed event by Interna l top marketers every year. It’s an event Putra in which they look forward to in order Brand Icon to keep tabs on the brands that are University favoured by consumers’ in the market. The Association of Accredited Advertising Agents Malaysia (4As) Malaysia introduced the Awards in 2010. It is endorsed by MATRADE as Brand Airlines Champion Partner and supported by the Malaysian Advertisers Association, Malaysian Digital Association and the Media Specialists Association. It is organised by the 4As in collabo- ration with the Star Media Group as its main sponsor. This year, there are 23 award categories in addition to three special award categories.

PLATINUM GOLD SILVER BRONZE Apparel & Accessories Uniqlo Adidas H&M Bata, Poh Kong, Si hadijah, Swatch Automo e Toyota Honda, Perodua Mercedes, Proton BMW Automo e (Fuel, Lubricants & Accessories) Petronas Shell Michelin Petron Banking, Investment&Insurance Maybank RHB Bank, VISA CIMB Bank, Public Bank AIA, Pruden Assurance Beverage - Non Alcoholic Milo 100PLUS, Spritzer Nescafe BOH, Lipton, Nestum Beverage - Alcoholic Tiger Heineken Guinness Carlsberg, Somersby Beverage - Dairy Yakult Vitagen Dutch Lady Nestle Omega Plus Cameras, IT and Office & Business Equipment Samsung HP Canon, Panasonic Faber-Castell

Communic on Devices Samsung Huawei OPPO, Vivo, Xiaomi Communic on Networks Digi Celcom, Maxis Axiata, Hotlink Time dotCom Educa & Learning UNITAR Interna University Univer Kuala Lumpur Taylor's University Monash University, Sunway University Entertainment Golden Screen Cinemas Sunway Lagoon, TGV MBO Cinemas MST Golf Cinemas Foodstuff Gardenia Maggi Prego KitKat, Munchy's

Health Panadol De l, Strepsils, Vicks Sc s Hurix's, Redoxon Home Improvement Products & Stores IKEA Energizer Nippon Paint Harvey Norman, Jotun, Senheng Household Products Sunlight So Top Febreze Breeze, Ridsect, Shieldtox Media Networks Astro The Star, TV3 New Straits Times Berita Harian, The Edge, The Sun Personal Care De l Colgate, Vaseline Sensodyne, Sunsilk L'Oréal Paris, Pantene Personal, Household & Outdoor Appliances Panasonic Samsung Sharp KDK

Property Development Sime Darby Property IJM Land SP a, UEM Sunrise EcoWorld, Gamuda Land, Sunway Property Restaurants & Fast Food McDonald's KFC Texas Chicken Domino's, Nando's, Subway Retail 7-Eleven Watsons Mudah.my, Mydin, Tesco

Transporta Travel & Tourism Malaysia Airlines Touch n’ Go Premium Outlets AirAsia, Grab Winners can contact the organisers to order their trophies THE STAR, FRIDAY 5FEBRUARY2021 5 6 PuPutrtra BrandAwards2020 THE STAR, FRIDAY 5FEBRUARY 2021 PUTRABRAND OF THE YEAR Bread maker, brandwinner

GARDENIA those financially affected by the Covid-19 He said the companywould notholdback pandemic and we are working closely with onbrand building despite the Covid-19 pan- GARDENIA bagged the coveted “money can- the Social Welfare Department, food banks demic. not buy” PutraBrand Awards 2020’sbrand and NGOs to distribute our product to people “More importantly we managed to main- of the year. in need,” said Koh. tain our presence in the market and our “Weare extremely proud that we won Gardenia has been supplying fresh bread, efforts have been acknowledged by consum- brand of the year for 2020. Since the Putra buns and spread to some 70 homes across ers amidst headwinds,” he added. Brand Awards started in 2011, Gardenia has the nation. Khoo said that brand building is one of the won gold and platinum awards,” said Over the past seven years, Gardenia par- survival strategies of asuccessful brand and Gardenia Bakeries (KL) Sdn Bhd chief execu- ticipated in aback-to-schoolprogramme; this consumers would turn to trusted brands tive officer KohChinHuat. year Gardenia will donate 1,000 school bags, during acrisis. “Weare very grateful that consumers have water bottles and goody bags to children. “During the pandemic, we started the rewarded us with the brand of the year Kohsaid that while Gardenia is the market Gardenia Always With Youcampaign, with award for 2020.” leader in the Philippines and Singapore, its authenticity and passion to put consumers Winning PutraBrand of the Year on top of Malaysian operations is zeroing in on first. Our good efforts were acknowledged by the Platinum award for Foodstuff speaks vol- “untapped local potential”. consumers last year and we came out on umes about the credibility of the brand, he Gardenia has launched products likeRoti top,” he added. added, and this motivates Gardenia to work Roll-Up Wraps and NuMee, the only pasteur- Association of Accredited Advertising even harder to serve consumers better. ised noodle in the local market –delivering Agents Malaysia (4As) senior adviser and Also known as the People’sChoiceAwards, on its promise to provide healthyoptions. PutraBrand Awards 2020 organising chair- KOHCHINHUAT brands are hand-picked by consumers with a “Oneofour objectives is to create abetter man Datuk JohnnyMun said that aside from CEO robust survey of some 6,000 respondents. world for our consumers. Gardenia fulfils advertising and brand building, another Gardenia has been placing its consumers our commitment to deliver the best,” said important factor is the company’scorporate Gardenia Bakeries (KL) Sdn Bhd first for years, and now it has set aside Gardenia general manager of marketing and social responsibility (CSR) programmes. CSR RM1.5mil to give back to the community. business development Derrick Khoo Chorn is acritical component and criteria for win- “The companypledged RM1mil to help Seng. ning brands, he said. PUTRAENTERPRISING BRAND OF THE YEAR Qualityeducation forall Malaysians

UNITAR INTERNATIONAL been affected by the Covid-19 pandemic, ment to providing accessible and affordable UNITAR has embraced changes and adapted education to the people. UNIVERSITY to the situation. “For 24 years, UNITAR has remained com- UNITAR International University was voted “The pandemic has accelerated not only mitted to help bridge the urban-rural gap PutraEnterprising Brand of the Year under global trends, but also UNITAR’s strategic through our dedicated partners at the the PutraBrand Awards 2020. plans. We have always been aleader in UNITAR regional centres nationwide. “Winning one PutraBrand award is hum- online learning and are now implementing “It is with their support which allows us to bling enough. But to win two at the same plans for innovative new products which cater to the needs of the people in Sabah, time –the Platinum award for Education were originally meant for 2023,” said Puvan. Sarawak and Peninsular Malaysia. This is and Learning, and the Enterprising Brand of “Additionally,weare alsoleveraging on whyreceiving the People’sChoice Award for the Year award –istestament to the passion the keylearningsfrom 2020 to further Education and Learning means so much to and ability of the entire UNITAR team as we strengthen UNITAR’s governance inlinewith us. strive to create highly employable and entre- our new organisational values of N.A.D.I. – “Over time, how we helped learners has preneurial global citizens,” said UNITAR Nurturing, Accountable, Dynamic and evolved as the needs of the world has International University chief executive Integrity. changed.” officer Puvan Balachandran. “Wesee ourselves as the people’suniversi- One of the keyobjectives of the Putra UNITARwiththree higher education and ty –ahigherlearning institution that deliv- Brand Awards is to promote local brands, traininginstitutions,hesaid, is aholistic ers employability,creates entrepreneurship with the hope that it will be aspringboard learning ecosystemwhichprovidesacompre- pathways, and provide lifelong learning plat- for them to go international. hensive programme offeringthat allows for forms.” Puvan commented: “The moment you are flexible pathwaystorelevant qualifications. He added thatthe pandemic has madeuni- online, your reach is global. But to succeed PUVAN BALACHANDRAN “It is this flexibility which makes us the versities moresocially embeddedthanever globally,you need to have the right partners. people’schoice for higher education. And we before, andthe institutions have taken amore And that is whyweare calling for like-mind- CEO are humbled that they feel the same way,”he active role incaring for communities. ed organisations big and small to be part of UNITAR International University added. Puvan said that UNITAR’s biggest asset for the UNITAR learning ecosystem and truly While education, likemost industries, has 24 years now has been its consistent commit- makeeducation accessible and affordable.” PUTRABRAND ICON High in theeyesofMalaysians

MALAYSIA AIRLINES customers updated with the dynamic travel- ly supports local communities, such as dona- ling rules via our informative one-step cen- tions to victims of natural disasters and MALAYSIAAirlines expressed its gratitude tre and at the same time reinforce the safety assisting families or individuals in need. to Malaysians for choosing the national car- of air travel while travelling with Malaysia On the pandemic front, Malaysia Airlines rier as the PutraBrand Icon under the Putra Airlines, via our #FlyConfidently campaign. supports efforts to combat Covid-19 by Brand Awards 2020. “Malaysian Hospitality will continue to be donating blankets and meals to medical “Asthe flag carrier connecting Malaysians at the core of everything that we do because frontliners at KLIA, and ferrying PPE and globally and abrand that represents the people, be it our customers or our employ- medical supplies through its sister compa- nation in presenting Malaysian Hospitality to ees, are the centre of gravity at Malaysia nies MABKargo and MASwings. the world, we have adutytoupholdnational Airlines,” she said. “Todate, we have also operated more than obligation,” said Malaysia Airlines Bhd group As one of the keyobjectives of the Putra 200 repatriation flights to bring our fellow chief marketing and customer experience Brand Awards is to promote local brands, citizens safely back home to their loved officer Lau Yin May. with the hope that it will serve as aspring- ones,” she said. “This level of acknowledgement will board for them to go international, Lau Lau added that giving back to the commu- certainly reinforce the importance of added: “Weremain committed to represent- nity has always been one of Malaysia maintaining our brand top of mind and ing Malaysian Hospitality through our prod- Airline’spriorities. connection with our customers at all times, ucts and services to the world as how we On winning a“money cannot buy” Putra especially so during challenging times like started decades ago. Brand award, Lau commented: “It’saprestig- LAUYIN MAY this, and will motivate our people to “Winning this award solidifies our contri- ious award that every industry player aims Group Chief Marketing and continue to push themselves to deliver our bution to the nation in bridging the world to for as it gives the validation taken directly Customer Experience Officer brand to represent Malaysia and Malaysians. discover the beauty of Malaysia’sdiverse cul- from the people, who are most important to Malaysia Airlines Bhd “Aswepreparefor the gradual opening of ture, heritage, and lifestyle.” us. This award tells brands where they the borders, we will continue to keep our According to Lau, Malaysia Airlines active- belong in the eyes of the public!” THE STAR, FRIDAY 5FEBRUARY2021 7 8 PuPutrtra BrandAwards2020 THE STAR, FRIDAY 5FEBRUARY 2021

RHB’sChineseNew Year videofor 2021isanextraordinary storyabout love,told by adaughterasshe recounts hermemories growing up withher father.After losing her mobilityfromatender age, shefound that whilethe path to one’sdreamsisoften obstructed by challenges,weseldom have to walkitalone.The strength to progress will always be foundinthe unconditional supportofour lovedones, just as they canalways countonusto find theirs.

Messageloudand clear ‘The worstabrand candoisgo completely dark.Itjustsendsthe wrong signal, that abrand is only therefor thegood timesand not RHBspeaks to consumerswithclarity,consistencyand creativity thebad,’ said Khairussaleh.

EVEN the best-laid plans count for nothing when acrisis of unprecedented proportions occurs. With Covid-19, most brands’ meticulously planned approach for 2020 became redundant. It is in these very troubling and uncertain times that brands should be even more active and remain connected with its consumers, customers and audiences. Knowing that the pandemic could quickly chip awayhard-built trust and long-standing relation- ships, RHB Banking Group moved quickly to reassure its customers When waves of uncertainty come crashing in, atightly defined brand purpose is the north star that lights the wayfor businesses to navigate troubled waters. Realising that its entire market- ing plan had to be revisited and new strategies had to be created on the fly amid unprecedented restric- tions to delivery,RHB went back and found inspiration in its pur- RHBprovidedmeals and other pose: Together We Progress. basic necessitiestofrontliners Displaysofempathy, inspiration fighting thepandemic. and even appropriate humour are some of the ways brands can still ed in believable behaviour, this be part of social conversation. will strengthen abrand’sposition. “The worst abrand can do is go Brand behaviour plays alarge completely dark. It just sends the roleincreating abrand’simage. wrong signal, that abrand is only Beyond ads, it is also all the initia- there for the good times and not tives and social projects that RHB the bad,” opined RHB Banking has implemented that reinforces its Group managing director Datuk position as the people’sally. Khairussaleh Ramli. RHB introduced manyinitiatives Where RHB stands, branding is such as its special relief fund and all about the trinity of clarity, payment assistance, as well as pro- consistency and creativity. vided meals and other basic neces- RHB’s success is rooted in its sities to frontliners to ease the bur- clarity of purpose, as it is absolute- den of those impacted by the pan- ly clear on the role it plays in the demic. lives of its customers: Together We More recently RHB launched its Progress. Chinese New Year campaign that Just as important is the consist- tells the story of unconditional sup- ency of RHB’s brand narratives. port and promotes abit more RHB has consistently championed understanding of arare illness –all Malaysians from all walks of life. of which stays true to RHB’s brand This unwavering approach is based values of togetherness, support and on apowerful marketing fact –that unwavering commitment. an ownable brand platform (such “In essence, the investment that as RHB’s festive campaigns) pos- we put in our brand is not just sesses apowerful compounding through the marketing spend but effect as each new campaign builds also living up to our brand purpose on past efforts instead of starting through the manyother efforts from scratch. that we put in place to support our Obviously,the same narrative customers as well as the communi- cannot be employed over and over ties,” said Khairussaleh. again so that’swhere creativity “Weare driven by our values. comes in –the ability to find an The organisation’svalues must be TheB40 communitiesand welfareorganisations arebeneficiaries of RHBwhich donatedessentialsupplies to idea or wayofdelivery that cap- reflected in the wayweserve our them. tures the audiences’ attention. customers and in the products and Abig part of successful services that we offer.” truly reflects the extent to which in adifferentiated manner that our brand promise of Together We branding is also about knowing As an institution that walks the the RHB brand connects and gives arefreshed sense of hope. Progress resonates clearly in where not to be. talk, RHB has been voted agold engages them in their daily lives,” “It is only by living our values everything that we do, fostering Brands need to be mindful that winner in the Banking, Investment said Khairussaleh. with sincerity that we will be able relatable connections with those its communication and messaging and Insurance category of the “In challenging times, customers to ensure that our brand will we serve, while building and solidi- are in sync with prevailing audi- PutraBrand Awards 2020, also are more aware and more focused remain sustainable and competi- fying deep relationships based on ence sentiment. Nobody likes a known as the People’sChoice on their needs and requirements. tive. This is clearly demonstrated mutual trust and respect,” he said. tone-deaf brand. Awards. Hence, we need to reprioritise our in our tone of voice, which embod- The opposite is also true. By “Weare humbledand honoured business strategy,understand what ies our brand personality and val- RHBisagold winner in the Banking, adopting an appropriate message by the confidence placed in us by matters to our customers and the ues. Investmentand Insurancecategory said in the right tone and manifest- our customers, and this award community,and connect with them “This drives us to ensure that of the Putra Brand Awards 2020. THE STAR, FRIDAY 5FEBRUARY2021 9 10 PuPutrtra BrandAwards2020 THE STAR, FRIDAY 5FEBRUARY 2021 PLATINUMWINNERS

In view of the Covid-19 pandemic, how Should companies embark on their are brands positioning themselves to have branding investments in the wakeofthe astronger presence in the market? Covid-19 resurgence? Brands need to engage and care for the Now is an opportune time to invest in community.Astro wasquick to support building brand affinity because of higher Malaysians with complimentary viewing of consumers’ attention and engagement level additional content, broadcasting over 12,000 as they spend more time at home. Our goal hours of public service information, 24-hour is to work hard to be the entertainment daily news updates and debunking destination for Malaysians. misinformation. We arehonoured that Malaysians recognisedAstro as thetop 10 What are some of the keyelements for most caring brands. asuccessful branding exercise? Brands that show genuine care in this time What steps are the companytaking to of need will be appreciated by customers. cement its brand image among consumers With schools closed, we champion education amid achallenging year? with Pelan A+ SPM and TV Pendidikan on We areaccelerating our digitalisation Tutor TV and Astro Ceria to support students initiatives to deepen engagement with our in their studies. customers. Our digital brands are serving HENRYTAN 13.4 million users and our streaming app, Group CEO Astro GO, saw its monthly active users jumped 78% to 1.7 million. Astro Malaysia

In view of the Covid-19 pandemic, how come out on top. good efforts were being acknowledged by are brands positioning themselves to have the consumers amid headwinds. This is one astronger presence in the market? What steps are the companytaking to of the strategies for the survival of successful ForGardenia, we sailed through the hur- cement its brand image among consumers brands. Our focus, moving forward, is to dles in 2020, we survived and recorded a amid achallenging year? continue being better in our engagement good growth in sales. We learned that it’sthe As amarket leader, what is important is with our consumers and ensuring that these brand position in these challenging times preserving the brand promise and the con- relationships are upheld. that will decide whether you survive the cri- sumer journey,and keep it as pristine as pos- In 2021, we are investing more in building sis. Your brand and how you position your- sible at the end of this pandemic. Armed on consumer insights, innovation excellence, self during the difficult time is what will with humility,experience and confidence, brand building exercises, human capital stick most in the hearts of your consumers we embraced the business disruption by development and supply chain optimisation. for years to come. They will turn their atten- leaning towards digital ways of working and Last but not least, achieve network optimi- tion towards the brands that they’re most connecting with our customers to the best of sation by ensuring freshly baked products to loyal to, to decide whether they’re worthyof our ability,conscious that this maylikely be delivered daily to our consumers without support. have lasting effects. fail. During the Covid-19 pandemic, we activat- ed the Gardenia “Always with You” cam- Should companies embark on their What are some of the keyelementsfor paign which is in line with our brand posi- branding investments in the wakeofthe asuccessful branding exercise? tioning, “Gardenia Cares”. It showed our Covid-19 resurgence? We need to makesure that our brands are KOHCHINHUAT commitment, authenticity and passion to put At Gardenia, our encounters in 2020 told acting consistently,effectively and authenti- CEO our customers first, understand them and us that investing in brand building has prov- cally according to the brand response and find asolution. The good efforts were en aright thing to do. We managed to retain positioning strategy if we want to succeed in Gardenia Bakeries (KL)Sdn Bhd acknowledged by our consumers. It made us our presence in the marketplace and our the long-term.

In view of the Covid-19 pandemic, how drive an active Malaysia, we found ways to when tapping into what is relevant to the are brands positioning themselves to have motivate Malaysians to stayactive at home rakyat in these challenging times. Always astronger presence in the market? via our MILO Rentak Aktif and MILO takeasense checktoensure that your brand Be agile to pivot original plans quickly to Champions Clinic E-coaching throughout the is not tone deaf to what’sgoing on in the remain relevant in the new environment year. country and the people’ssentiments. and the consumers’ wants and needs. Tap into trends while staying true to the brand’s Should companies embark on their essenceand values to ensure that your branding investments in the wakeofthe brand’scommunication remains unique and Covid-19 resurgence? ownable in asea of sameness. Yes, they should. The Covid-19 pandemic will be alongand arduous fight and the new What steps are the companytaking to normal would be very different to what we cement its brand image among consumers are familiar with. Use this time to grow and amid achallenging year? evolve the brand together with the consum- ForMILO, in the environment when ers so that you are not left behind in the new there’smuch uncertainty and spreading of normal. Companies who want to achieve negative news, we decided to inject some success in the long term need to continue positivity and provide assurance by tapping investing towards initiatives that help the into the love and connection the consumers brand create value in these areas –inthe NG SU YEN have towards the brand through our MILO good and in the difficult times. Business Executive Officer, MILO 70 years campaign. Our message of perse- Nestle (M) Bhd verance for the past 70 years and hope for What are some of the keyelements for the next 70 strengthened that connection. asuccessful branding exercise? And staying true to MILO’scommitment to Staytrue to what the brand stands for

In view of the Covid-19 pandemic, how upfront savings on awideselectionofour DarbyProperty,westrivetocontinue our are brands positioning themselves to have products. rich legacy through meaningful interactions astronger presence in the market? We arevery mindful of how challenging with our stakeholders. We have observed during this time when the past year has been for manyofus, physical interaction is restricted, brands all especially the frontliners. What are some of the keyelements for over are moving to maximise their online Recognising this and to further solidify asuccessful branding exercise? presence as digital touchpoints have become Sime DarbyProperty’sposition as a Asuccessfulbranding exercise requires a the best ways to connect with potential and sustainable brand that cares for the people, holistic approach. Branding is what existing customers. we launched the #BERSAMA campaign last consumers see, feel and experience. Abrand April to thank the frontliners. that stands out is abrand that recognises its What steps are the companytaking to consumers, their feedback and actually act cement its brand among consumers amid Should companies embark on their upon them. achallenging year? branding investments in the wakeofthe It is crucial to show that their voices are We started with launching our online Covid-19 resurgence? heard and that they are apartofthe brand’s guided sales experience to our customers in It is vital for brands to keep up with the growth. the first week of the first MCO to ensure our ever-changing climate to remain fresh and In an uncertain environment, innovation customers can still enjoythe Sime Darby relevant, while continuing their presence and creativity continue to be apriority. Property end-to-end sale experience from across both digital and conventional media Digitalisation and innovative initiatives will the safety and comforts of their home. despite market challenges. ensure that we are agile to face changes and Datuk AZMIR MERICAN This was complemented with our Continued investment in brand building is disruptions in the market. With the Group Managing Director promotional campaigns, namely the necessary to thrive during this availability of various digital platforms, it Sime DarbyProperty Bhd Spotlight 8and Your Instalment on Us unprecedented time. has become much easier to engage and learn campaigns that provide customers with Forlongstanding companies such as Sime consumers behaviours. THE STAR, FRIDAY 5FEBRUARY2021 11 12 PuPutrtra BrandAwards2020 THE STAR, FRIDAY 5FEBRUARY 2021 PLATINUMWINNERS

In view of the Covid-19 pandemic, how customers to minimise physical contact and guiding principle in everything that we do. are brands positioning themselves to have maximise safety at our stations. The PETRONAS Primax 95 with Pro-Drive astronger presence in the market? We ease refueling needs via ROVRservice and the PETRONAS Primax 97 with Pro- Our priority during this period is to con- andupgraded stations’ facilities including Race, which was launched in December tinue offering superior customer experience payment terminals for aseamless and fric- 2020, have been enhanced according to our through our myriad of offerings and innova- tionless customer experience. customers’ needs. tive solutions while ensuring that our cus- Ibelieve this continuous improvement is tomers feel safe at our premises. Should companies embark on their what gives Malaysians the confidence to This positioning has given us an edge, as branding investments in the wakeofthe choose PETRONAS as their preferred brand we are able to address the changing needs of Covid-19 resurgence? for the 11th consecutive year. our customers. Branding efforts should continue for com- panies to remain relevant, especially during What steps are the companytaking to atime when the market landscape is chang- cement its brand image among consumers ing, and investments should be focused on amid achallenging year? where it matters most for stakeholders. Our three focus areas are enriching liveli- ForPETRONAS Dagangan, we always hoods, assuring safety and convenience ensure that we remain at our customers’ top through innovation. of mind. We designed our programmes to benefit AZRUL OSMAN RANI those affected including frontliners, the What are some of the keyelementsfor underprivileged and local entrepreneurs. asuccessful branding exercise? Managing Director and CEO We continuously invest in innovation, We believe in seeing things from our cus- PETRONAS Dagangan Bhd introduced new features on Setel –enabling tomers’ lens, which has always been the

In view of the Covid-19 pandemic, how the present time and circumstances. Covid-19 resurgence? are brands positioning themselves to have In more ways than one, companies are astronger presence in the market? What steps are the companytaking to affected by this unprecedented pandemic. We always put people and customers first. cement its brand image among consumers However, businesses will have to continue This is the philosophyand DNA of the Toyota amid achallenging year? with the need to sustain market presence. brand. Toyota continues to stayrelevant and Hence, the Toyota brand must and will While the brand is positioning itself to be connected to our target audience. Over the continue to engage with our customers more youthful, sporty and exciting, and past three years, we have evolved into a during these times. It is important for us to towards being more relevant to customers, young, sporty and exciting brand through continue to stayrelevant and top of mind. we continuously provide for our customers’ our Gazoo Racing endeavours. needs especially in these new norms. This has allowed us to reach out to the What are some of the keyelementsfor We recognise that this is more than a masses particularly to the young and young- asuccessful branding exercise? brand image but also abrand promise that at-heart. The introduction of GR products in In today’smarket, asuccessful branding we intend to deliver. 2020 is atestament of our commitment to exercise is determined by the overall During this pandemic, it is heartwarming this. perception of our consumers. to see companies in the corporate sector In the coming years, we will further Therefore, it is vital to understand our offering their expertise and facilities to cement this initiative with an exciting customers and ensure that we stayrelevant support the frontliners. introduction of anew brand pillar projecting to the market by delivering our brand Together with our subsidiary Toyota our brand image towards being innovative, promise. This is achieved by staying K. RAVINDRAN Boshoku Sdn Bhd (TBU) we supported by cutting edge and advanced. consistent and true to our communication President producing the much-needed personal and brand experience. UMW Toyota Motor Sdn Bhd protective equipment (PPE). This is also how Should companies embark on their the brand stays relevant and connected to branding investments in the wakeofthe

In view of the Covid-19 pandemic, how promoting healthynutrition practices for branding investments in the wakeofthe are brands positioning themselves to have stronger immunity as well as encouraging Covid-19 resurgence? astronger presence in the market? active lifestyle through our football related Branding investments have to be consid- These trying times are exactly the right activities via social media during Covid-19 ered with care in the wakeofthis pandemic. time for brands to fulfil our corporate social pandemic situations. We always trytobring valueand makeadif- responsibility and give back to the communi- ference to the community through each of ty.Weall have aroletoplay to help each Should companies embark on their our programmes and avoid purely branding other and pull through this exercises. challenge together. What are some of What steps are the com- the keyelements for a panytaking to cement its successful branding brand image among con- exercise? sumers amid achallenging Ibelieve in making a year? real difference in We have been giving our people’slives, in line full support to the with our corporate frontlinersthrough product philosophy: We sponsorships, we are contribute to the health HIROSHI HAMADA continuously encouraging and happiness of people Managing director the public to maintain good around the world. Yakult (M) Sdn Bhd hygiene practices and

In view of the Covid-19 pandemic, how at anytime and disrupt life. We will are brands positioning themselves to have continue to invest in educating consumers astronger presence in the market? on how to manage pain so that they can Covid-19 has created aparadigm shift in focus on the moments that matter. consumer needs and behaviour. It has also dramatically changed the consumer’s media What are some of the keyelements habits. It is important for brands to be for asuccessful branding exercise? consumer obsessed and continue to be Our campaigns focus on bringing alive relevant to consumers. our brand purpose and build trust among consumers. We aim to create campaigns What steps are the companytaking to that are memorable, persuasive and rich cement its brand image among consumers in consumer insight. amid achallenging year? Panadol’spurpose is togive consumers freedom from pain so that the human spirit can shine. Our campaigns and products aim to drive trust and efficacy.Inthis ambiguous time, we have also launched PSAcampaigns to urge consumers to stayhomeand stay safe. BRYANWONG Cluster General Manager Should companies embark on their GSK Consumer Health Malaysia, branding investments in the wakeofthe Singapore and Brunei Covid-19 resurgence? We at Panadol realise that pain can strike THE STAR, FRIDAY 5FEBRUARY2021 13 14 PuPutrtraBrand Awards 2020 THE STAR, FRIDAY 5FEBRUARY 2021

PETRONAS’11th consecutive win at the PutraBrand Awards as Malaysians’ favourite automotive fuel and lubricants is atestament Powertomovebeyond to the company’sprogress in remaining competitive in the industry. PETRONAS Dagangan Berhad PETRONAS pushes theboundariestodeliversuperiorproductsand services (PDB)’scontinuous improvement to its line of products, particularly formula that helps to increase PETRONAS Syntium lubricant retail-on-the-go experience. the fuel retailing industry,PDB its Primax fuels and Syntium fuel efficiency,resulting in with CoolTech is formulated for Setel has been recognised as the remains committed in its sustain- lubricant, has given customers the further mileage and lower modern driving conditions and only refuelling app in the market ability agenda of promoting the confidence and trust in the brand carbon emissions. developed with strong oil chains that helps minimise physical growth of local entrepreneurs. over the years. The new fuel also removes to defend against excessive touch points, as it can also be used Emphasis on local brands are 99.9% of deposits from keyareas engine-damaging heat, while to payfor Kedai Mesraitems. given via its Love Local campaign, PETRONAS Primax fuels inthe engine, unlocking the car’s optimising fuel efficiency and To-date, Setel has garnered over aimed at stimulating domestic full potential to achieve effortless keeping engines cool. two million users. consumption by empowering Having just introduced the power. Its flagship motorcycle oil the Setel also became the first buyers to choose local brands. new PETRONAS Primax 95 with The performance of the new PETRONAS Sprinta with UltraFlex mobile application in Malaysia to The campaign features collabo- Pro-Drive in 2019 to much success fuel was testified by customers was also enhanced to react instan- offer Deliver2Me, an initiative ration with over 70 local brands and recognition, the company through aseries of blind tests taneously to changing road and that allows Setel users to purchase across various industries offering then introduced the improved wherebythe majority of the riding conditions, protecting the selected items from participating deals ranging from food and bev- PETRONAS Primax 97 with participants agreed that the bike’scritical areas and providing Kedai Mesrastoresand have it erage, tourism, hotel, beauty and Pro-Race in December 2020. PETRONAS Primax 97 with exceptional engine performance promptly delivered directly to health to lifestyle experiences – Known as its best fuel, the new Pro-Race performed better than and longer bikelife. their vehicle while refuelling. including brands such as TeaLive, PETRONAS Primax 97 with Pro- other premium fuels that they Another innovative solution is MarryBrown, Royale Pharma, Race has been engineered to meet currently use. Makinglife ROVR, amobile refuelling service. Kings Bakery,Berjaya Group and the demands of present-dayhigh simpler and better ROVRhas been serving the Ri-Yaz Group of hotels. technology engines –giving them PETRONAS commercial customers (B2B) PDB will remain committed in amore powerful, responsive and At PETRONAS, it’sall about since its pilot in October 2018 pushing boundaries to deliver efficient performance. Syntium and Sprinta making customers’ life better and has since delivered over 10 superior products and services It utilises aformulation that is PETRONAS’ fluid technology and simpler. million litres of fuel. that meet the current needs of its uniquetoPETRONAS, enhanced capabilities are also reflected in Seeing from customers’ lens, ROVRserves primarily B2B customers and to continue to give with the world’sfirst advanced its range of lubricant products. PDB has continuously introduced customers across multiple indus- Malaysians reasons to choose dual friction modifier, allowing Similar to its fuel products, new innovative offerings to tries and has played apivotal role PETRONAS as their preferred the fuel to be 25% more efficient the new formulation was also enhance customers’experience in ensuring undisrupted fuel ser- brand, over and over again. in reducing friction compared to developedfor boththe PETRONAS such as the Setel –Malaysia’s vices to numerous fleets during its previous formulation. Syntium and PETRONAS Sprinta first mobile application that inte- this unprecedented pandemic as PETRONAS is the platinum winner The new friction modifier range to meet the changing grates the epayment platform well as the recent flood in Pahang. in the Automotive Fuel, Lubricants chemistry also incorporates a needsofmotoristsand engine with the pump; Kedai Mesra; and Over and above these unique and Accessoriescategoryofthe unique fuel and oil interaction requirements. loyalty benefits to create seamless offerings that give PDB an edge in PutraBrand Awards 2020.

Petronas stations offersuperior fuel products andinnovative services. THE STAR, FRIDAY 5FEBRUARY2021 15 16 PuPutrtra BrandAwards2020 THE STAR, FRIDAY 5FEBRUARY 2021 PLATINUMWINNERS

In view of the Covid-19 pandemic, how We are even more consumer-inspired has shown that brands which invest during are brands positioning themselves to have than ever before. With consumers spending times likethese come out stronger than astronger presence in the market? more time online, it’snow even easier for those which don’t. At Heineken Malaysia, our top priority has brands and consumers to have meaningful Of course, the efficiency and effectiveness been the safety of our consumers. The chan- two-waydialogue. of what we do becomes even more impor- nels and occasions our brands traditionally By listening to our consumers on amore tant –sotracking and analysing results, focus on –barsand pubs, sporting events, continuous basis, our brands can takesteps remaining agile and making incremental social gatherings etc –haveseen many to align even more closely to what they changes, and applying your learnings is key. changes during the pandemic, and our want, increasing our relevance and deliver- brands have had to adapt. ing results for both sides. What are some of the keyelements for With consumer behaviour changing, it’s Internally,we’ve kept investing in our peo- asuccessful branding exercise? vital for brands to align with growing chan- ple –intheir capabilities and personal devel- As always –but especially in times like nels while still preparing for recovery of the opment. these –it’simportant that you are responsi- market as awhole. It’s thepeople behind our brands who ble, provide asolution, remain credible and Forour brands, this has meant strengthen- drivethe relationship with consumers, and stayrelevant to the brand. With “Raise Our ing our position in off-trade and e-com- ultimately the brand image, so it’s important Bars”, ajoint exercise between Heineken, merce, but also doing what we can to help to givethemthe tools they need to excel. Tiger, and Guinness, we connected consum- on-trade outlets likecoffee shops survive – ers and bars, subsidising pre-purchased likewedid with Tiger Save Our Street Food Should companies embark on their beers to be redeemed after the first MCO. PABLO CHABOT early last year. branding investments in the wakeofthe This helped restaurant and bar owners Covid-19 resurgence? with cash flow when they were closed, gave Marketing Director What steps are the companytaking to We believe in long term investments in consumers areallygood deal on their Heineken Malaysia Bhd cement its brand image among consumers our brands and we have kept investing favourite beers and ciders, and stayed true amid achallenging year? throughout the pandemic. Historic research to the values our brands stand for.

In view of the Covid-19 pandemic, how of their customers and by doing so, cement money spent on branding and marketing. are brands positioning themselves to have their brand image. astronger presence in the market? Which is why, we at UNITAR, distributed What are some of the keyelementsfor Similar to how societies have been forced RM10 million in financial aid in 2020 to asuccessful branding exercise? to adapt quickly to makeonline learning a deserving students to not only assist them in ForUNITAR, we see abranding exercise as part of their educational experience, brands coping with the stresses of the MCO, but to successful when the pulse of acustomer’s have no choice but to find ways to leverage also ensure that they are equipped to meet needs resonates with the brand execution. digital branding and marketing to the fullest. the challenges of online learning. Stemming from the organisation’score Digital branding and marketing are noth- values of N.A.D.I. (ie pulse in Malay) – ing new,but what is new is that the need to Should companies embark on their Nurturing, Accountable, Dynamic and connect with consumers and clients digitally branding investments in the wakeofthe Integrity –UNITAR exercises its brand has now become abasic requirement for all Covid-19 resurgence? philosophyofthe 4“I” (International, brands, big or small, to survive and thrive in Investments in branding should continue Innovation, Inclusion and Impact) in all its this challenging environment. as it is important for companies to be able to brand execution. digitally connect with their customers even In essence, this means that apart from What steps are the companytaking to during apandemic. However, what consum- promoting value creation for its customers, cement its brand image among consumers ers no longer want to see are blatant sales business partners and stakeholders while amid achallenging year? and promotional tactics which merely serve building its brand presence, UNITAR PUVAN BALACHANDRAN It has indeed been achallenging year and the companies’ bottom line without anyben- nurtures its relationship with its customers, CEO it is times likethese where brands are efits to the society at large. Is it when this creates dynamic and interactive content that UNITAR International expected to go the extramile in taking care happens that consumers start to question the is founded on integrity and trust. University

In view of the Covid-19 pandemic, how are brands positioning themselves to have astronger presence in the market? We areguided by ourmissiontohumanise financial services, and throughout the pan- demic mostofour initiatives revolve around the well-beingofour employees as well as our customers. These include deferment of repayments, donations we made to hospitals and promo- These were complementedwithother efforts point when carrying our initiatives have we tion of economic activities in the neighbour- such as financial literacy education on social thought about the brand. It was always about hoodthrough Sama-Sama Lokal. platforms, employee programmes and sus- ourmission. tainable products to deliver on ourbrand What steps are the company taking to promise and help build amutually beneficial What are some of the keyelements for a cement its brand imageamong consumers futurefor all. successful branding exercise? amidachallenging year? The most importantelement is aclear We have been supportingour stakeholders Shouldcompanies embark on their purposewhich encapsulates abrand’s through various channels –from offering branding investments in the wakeofthe objective and values, and to ensure that these financial supporttothe underprivilegedand Covid-19 resurgence? are demonstrated authentically.Additionally, moratorium forfinancing,tobuildingour We do not look at these activities as brand successful brands must also be responsive DATUK ABDUL FARID ALIAS Sama-Sama Lokal platform for struggling investments.Our actions are guided by our and relevant to their stakeholders, having Group President and CEO small businesses, and accelerating our digital mission, and in returnIbelieve they rein- open communication to build mutual Maybank offerings for customers’ greaterconvenience. force what the brand means. In fact, at no understanding.

In view of the Covid-19 pandemic, how to ensure that we were still able to provide As such, companies should be consistent are brands positioning themselves to have them escapism with our unique brand of in their branding investments. This is the astronger presence in the market? content. best time to identify opportunities, prepare With the impact of the pandemic, brands We aim to bring smiles and laughter for the future, and build brands for the long likeourscan playabigger role to inspire and during atrying time for the country. term. uplift communities. The challenge is to stay By maximisingoutreach viaour social At GSC, we are also amedia owner. We relevant when everyone is staying at home media platforms, we connected with have evolved from just offering screen and we cannot open our doors for business. customers and kept them updated on the advertising to customised 360-degree, At GSC, we actively use our social media latest industry developments –staying integrated advertising solutions that can platforms to update, engage, and co-create relevant and top-of-mind. reach audiences across all platforms –on-site content with customers. These consumer We strive to be inclusive, taking feedback and online. insights help us craft better content and from our followers and improving our offers. conversations, content, and offerings. What are some of the keyelementsfor Forexample, the quirky campaign “Hello. During this time, we also reached out to asuccessful branding exercise? Cannot.” was the result of conversation with the local community through CSR As abrand, it is equally important to our followers. To answer their needs, we programmes in response to Covid-19 by innovate, adapt, and diversify,asitistostay also activated home delivery of popcorn and donating food and amenities. true to its core values and beliefs. other popular cinema snacks, as well as our Agility is also keyinthe new normal, as very own online shopping platform, Should companies embark on their brands must catch trends as and when they Keepsake, which has awiderange of branding investments in the wakeofthe are happening. KOHMEI LEE merchandise. Covid-19 resurgence? By creatingcontent and products that CEO Definitely! It is especially important to leverage hyperlocal events and happenings, Golden Screen Cinemas What steps are the companytaking to continue investing in branding despite the GSC was able to become more relatable and cement its brand image among consumers downturn caused by the pandemic. appealing to ayounger target audience in amid achallenging year? Brands must be vigilant, resourceful, and 2020, and we look forward to engaging more Despite our cinema closures, we continued innovative to stayahead. audiences in the coming year. THE STAR, FRIDAY 5FEBRUARY2021 17 18 PuPutrtra BrandAwards2020 THE STAR, FRIDAY 5FEBRUARY 2021 PLATINUMWINNERS

In view of the Covid-19 pandemic, how are brands positioning themselvestohave astronger presence in the market? At Samsung, we create purposeful technol- ogy for all (Tech with Purpose) and we ensure every product and services can be used anyone, anywhere (Tech for All). Now more than ever, it is critical to support com- munities with connective technology to pro- tect, optimise and enhance people’shealth and wellness.

What steps are the companytaking to cement its brand image among consumers amid achallenging year? Should companies embark on their What are some of the keyelements for Samsung continuously provides innova- branding investments in the wakeofthe asuccessful branding exercise? tions that offer more accessible features Covid-19 resurgence? Putting consumers at the centre of the con- including supporting users with cutting edge At Samsung it is our core, to remain versation and allowing the story of our prod- technologies that can manage health at relentlessinour pursuit of innovation that ucts and servicestobetold through their ELAINE SOH home or on the go through our Samsung inspires meaningful human progress and eyes with integrity and optimism. And at the Chief Marketing Officer mobile and wearable devices, and enabling a that it contributes to our communities and same time,empowering the community with Samsung Malaysia Electronics safer, healthier home with hygienic digital society. the tools to makemeaningful progress in Sdn Bhd appliances and services. their lives for abetter tomorrow.

In view of the Covid-19 Covid-19 resurgence? pandemic, how are brands Yes. Not only that we positioning themselves to proudly launched our new- have astronger presence in ly-improved patented the market? nanoe-X technology (with Covid-19 continues to 10x* more effectivenessthan impact our lives, and the nanoe) proven to inhibit coro- world is still in the midst of navirus up to 99.99%*,we’re challenging times. When excited to have equipped this faced with challenges, revolutionary technologyin Panasonic has always devel- our first-of-its-kind Panasonic oped something better. xGrabcollaboration to drive Etching our global brand promise “A Better our strong portfolio in R&D and manufactur- “Cleaner Air, Safer Ride” in five major cities Life, ABetter World” in mind, we at ing capabilities while conducting business acrossfourSouth-East Asian countries. Panasonic Malaysia continue to engage in activities to help resolvesociety’smost chal- various initiatives with our keyfocus onpro- lenging issues. Under the new normal, we What are some of the keyelements for viding Quality Air for Life to the people. embarked on enhancing customer experi- asuccessful branding exercise? ence through our digital transformation ini- Nothing is agreater priority than innova- What steps are the companytaking to tiatives to provide seamless O2O (online-to- tion in our business. It’sour calling to crea- cement its brand image among consumers offline) user experience to customers. tion of value and contribution to society.It’s CHENG CHEE CHUNG amid achallenging year? to think along with our customers –feel the Managing Director Keeping innovation pumping in the year Should companies embark on their pulse of their needs, co-create, reinvent, Panasonic Malaysia when everything changed, we capitalised on branding investments in the wakeofthe innovate, deliver and contribute.

In view of the Covid-19 pandemic, how tant than ever. In helping makelifeathome Next daydelivery for truck orders: Anew are brands positioning themselves to have more comfortable and functional for the option that is already available. This allows astronger presence in the market? manyMalaysians, we are responding to their us to get to customers alot faster, on Agolden rule is to always understand, evolving needs with localised and relatable demand. relate and respond to the needs and desires ideas that are affordable. We understand New customer meeting points: Apossible of consumers –for brands, this has never that consumers are mindful of their spend- optionfor the future that would offer greater been more relevant than it is today. Forusat ing, hence we are assessing the different convenience and accessibility to our home IKEA, home has always been the most ways we can help. With that, we have furnishing solutions. important place in the world and when the reduced prices on hundreds of items across pandemic hit, we saw how it instantly our stores. Marked as “even lower price” Should companies embark on their became our sanctuaries. Amidst this, we products, these items enable our customers branding investments in the wakeofthe took time to quickly study and understand to makesmall changes around their homes. Covid-19 resurgence? What are some of the impact this would have on life at home – Apart from that, we are identifying ways the keyelements for asuccessful brand- now and the years to come. While we contin- to better serve the evolving needs and ing exercise? ue to navigate through the uncertainties, we requirements of our customers. These It is not a one-size fit all approach as dif- are constantly reaching out to our consum- include: ferent industries are navigating through dif- ers with new and improved ways that would Finance options: Providing flexible financ- ferent challenges and opportunities. enable them to create abetter life at home. ing options to ensure we remain accessible However, ensuring you makehumandeci- to all while allowing customers to attain the sions about your branding investments and What steps are the companytaking to home furnishing they need. overall strategy is crucial. Youcan never go GERARD JANSEN cement its brand image among consumers IKEA food delivery: Ongoing partnerships wrong if your investment fuels ways to pro- Country Retail Director amid achallenging year? with food delivery services to reach even vide help, comfort, solutions, and value to (Malaysia) Today, our vision of creating abetter more customers as manycontinue to stay consumers during such unprecedented IKEA South-East Asia everydaylifefor themanyismore impor- home and keep safe. times.

In view of the Covid-19 pandemic, how inspiring travel content to keep them aspirationthat your consumer desires to are brands positioning themselves to have enthused as we all look forward for borders own and consumers who will be strong astronger presence in the market? to re-open and we can welcome them advocates for the brand. We’venoticed brands are taking on onboard again. different approaches during this pandemic in terms of their brand positioning, but for Should companies embark on their Malaysia Airlines, we are even more focused branding investments in the wakeofthe now on maintaining aclose connection with Covid-19 resurgence? our audience, using relevant and valuable Forbrands likeours, itisessential to content to keep them informed and at the continuously invest in our brand presence as same time, checking in on them to ensure it is crucial for us to remain top of mind and their well-being during these challenging to remind consumers that we will continue times. to be there for them and when the time comes, they can depend on us to takethem What steps are the companytaking to safely to their destination. cement its brand image among consumers amid achallenging year? What are some of the keyelementsfor Covid-19 has changed the face of travel as asuccessful branding exercise? LAUYIN MAY we know it. As an airline that cares, we To be successful, abrand needs strong launched our #FlyConfidently campaign to affinity with consumers so that they feel Group Chief Marketing and raise awareness on our enhanced health and connected to the brand’svalues and what it Customer Experience Officer safety measures to build trust with our stands for. Malaysia Airlines Bhd customers and restore their confidence in air Your brand isn’t just acommodity,but it is travel, while we continue to develop the “face” of its industry,hence it provides THE STAR, FRIDAY 5FEBRUARY2021 19 20 PuPutrtra BrandAwards2020 THE STAR, FRIDAY 5FEBRUARY 2021 PLATINUMWINNERS

In view of the Covid-19 pandemic, how amid achallenging year? The brand continues to live regardless of are brands positioning themselves to have It is keytogain and maintain the trust of the situation, and it is during these tough astronger presence in the market? your biggest stakeholders –your customers. times that we feel brand investments These challenging times have remindedus As aconnectivity provider, we recognise become more crucial. It is less about how at Digitocontinuetoempathisewith our cus- that the Internet is the gatewaytoendless much money we spend, but more about how tomers and to stay real as we find ways toful- opportunities and that is whywemakeitour consistent we are in staying true to our val- fil as manyoftheir needsaswepossiblycan. mission to empower every Malaysian, espe- ues and propositions. Consumers todayare more discerning cially those in underserved communities, than ever. They are perpetually online, have with equal access to the Internet and intro- What are some of the keyelements for access to awhole lotofinformation and will duce initiatives that promote future skills asuccessful branding exercise? act on what they know or how they perceive development opportunities for all. Purpose: The fundamentals of abranding things. With this, it is important that brands Digi has partnered the Education Ministry exercise. Businesses need to find and under- are presenting themselves honestly and are to serve as one of its content partners. stand the purpose of their business and true to the customers as that builds trust. Digi Prepaid Abadi is one of the products translate this into everything that they do. At Digi, our brand promise is connecting that we curated during the early days of the Value: Determining the core values of your people to what matters most; to enrich the pandemic. It is the country’sfirst of its kind business and ensuring that your employees lives of our customers and build longer and prepaid service that comes bundled with identify with them will not only help create a meaningful connections with them. To this free life insurance cover. culture but products and services that mir- end, we introduced Yellow Heart, the compa- Digi Postpaid Start is abudget-friendly ror those values. ny’s commitment to create asustainable product customised exclusively for frontlin- Authenticity: Building abrand that PRAVEEN RAJAN business that is responsible to customers and ers and employees of essential services. demonstrates transparency and putting your Chief Marketing Officer society at large. customer at the core. Customers are more Digi.Com Bhd Should companies embark on their invested in the brands that they engage with What steps are the companytaking to branding investments in the wakeofthe and this will determine their brand loyalty in cement its brand image among consumers Covid-19 resurgence? the long run.

In view of the Covid-19 pandemic, how are brands positioning themselvestohave astronger presence in the market? By remaining true to the keyqualities and values that are synonymous with the brand and staying top of mind with acustom- er-centric first approach by meeting the needs of consumers, anticipating market trends and always being authentic.

What steps are the companytaking to cement its brand image among consumers amid achallenging year? Being consistent across all areas and com- municating regularly as we are always focused on meeting the needs of consumers as well as giving back to the community that we operate in as 7-Eleven is Always There ForYou. Be it during challenging times or not, What are some of the keyelements for always keep investing and utilise it wisely by asuccessful branding exercise? RONAN LEE Should companies embark on their planning well and always strive for the best There is only one keyelement thatmatters General Manager –Marketing branding investments in the wakeofthe return on investment. to us and that is honesty.Wedon’t promise 7-Eleven Malaysia Covid-19 resurgence? anything we cannot over-deliver on.

In view of the Covid-19 pandemic, how We have afight on our hands. Afight to term, embracing the changing external are brands positioning makeaccess to the highest environment, and evolving with consumer themselves to have astronger quality hygiene, wellness and behaviour. presence in the market? nourishment aright and nota Engaging with our consumers at moments The business environment is privilege. of meaning will keep brands highly relevant always changing, even more so Information and products that irrespective of changes in the business with the Covid-19 pandemic. promote good health and environment. The pandemic has hygiene are daily necessities for The idea is not to cut investment but to dramatically changed lives, us all. shift it to the right medium, for example, behaviours and belief systems. Our brands work on the digital as consumers spend more time on RB’s purpose is to protect, heal frontline to ensure the latest their mobiles. and nurture in the relentless health and hygiene information pursuit of acleaner and is as widely available as possible, What are some of the keyelements for healthier world. and that our products can be asuccessful branding exercise? This purpose is more relevant found online and in store 24/7, Brands that makeadifference, by giving than ever with our portfolio of from the biggest city to the consumers innovative solutions for healthier brands and we put this purpose smallest village. lives and happier homes. at the heart of our thinking Brands should be an extension of the Should companies embark consumer’s voice. What steps are the company on their branding investments Akey imperative is to ensure brands that RAGHUNANDAN SRINIVASAN taking to cement its brand in the wakeofthe Covid-19 makeapositive and meaningful impact on Marketing Director image among consumers amid resurgence? society and the environment. RB (Health) Malaysia Sdn Bhd achallenging year? Equity building is for the long GOLDWINNER

In view of the Covid-19 pandemic, how their local businesses by incentivising them We value consumer insights that we have are brands positioning themselves to have with exclusive benefits and rewards when gained from our studies conducted astronger presenceinthe market? they paywiththeir Visa cards. throughout the years. As consumer behaviours are increasingly These insights help us understand shifting to digital, manybrands have Should companies embark on their consumers’ expectations and perception embarked on the digitalisation journey.Visa branding investments in the wakeofthe towards industry trends as well as our hasintroduced the Where YouShop Matters Covid-19 resurgence? offerings and brand as awhole. initiative to equip businesses to accept digital We believe that branding investments are This allows us to navigate our branding payments and provide them with important to drive top of mind awareness initiatives to elevate the overall consumer e-commercetools to manage and grow their and recall even in the midst of apandemic. experience when they shop and paywith online storefronts. Itisanopportunity for brands to rethink Visa. their priorities and focus on demonstrating What steps are the companytaking to support for their customers in these trying cement its brand image among consumers times. amid achallenging year? At Visa, we are committed to creating a NG KONG BOON As one of the leading payment technology long-term positive impact in the Country Manager for Malaysia companies in the world, we want to help communities we serve and operate, even Visa improve lives and economies around us. In post-pandemic. these unprecedented times, we continue to connect our consumers with local merchants What are some of the keyelements for and encourage them to shop and support asuccessful branding exercise? THE STAR, FRIDAY 5FEBRUARY2021 21 22 PuPutrtra BrandAwards2020 THE STAR, FRIDAY 5FEBRUARY 2021 GOLDWINNERS

In view of the Covid-19 pandemic, how are brands positioning themselves to have astronger presence in the market? With the new normal of social distancing and staying home apriority,brands need to rise up to engage consumers through whatever digital platforms available to stay relevant.

What steps are the companytaking to cement its brand image among consumers amid achallenging year? Spritzer is continuing to engage with our consumers through social media platforms and participating in relevant corporate social responsibility (CSR) activities that are close advertising to connect with their emotions in 2. It must be able to relate to the needs of to their hearts, such as environmental these difficult situations, assuring them we the consumers. sustainability and community wellness. understand what they are all going through. 3. The brand must be wholesome incorporating wellness, environmental and DR CHUAH CHAWTEO Should companies embark on their What are some of the keyelements for social concerns. R&D Director branding investments in the wakeofthe asuccessful branding exercise? 4. There must be acontinuous intimate Covid-19 resurgence? 1. Abrand must be authentic and trans- relationship with the consumers to Spritzer Bhd Definitely,yes. But the targeted type of parent. understand their aspirations.

In view of the Covid-19 pandemic, how customers, colleagues and our community. oper hinges on the beliefs of our customers are brands positioning themselves to have With innovation being the lifeblood of IJM and the implicit trust they have in us. astronger presence in the market? Land, we continued to invest our time in As the pandemic rages on, unprecedented understanding our customers better and dis- What are some of the keyelements for disruptions have created the perfect oppor- covering where the new shifts in homes, life- asuccessful branding exercise? tunity for digital acceleration and digital styles and experiences are heading. Our philosophyissimple. Branding suc- inclusion in the new normal. Instead of pushing our brand to our cus- cess needs to go beyond customer satisfac- At these times, manybrands have shown tomers, we have focused our efforts on tion to loyalty and advocacy. their mettle by staying involved in the lives building customer tribes to share brand love. The primary brand drivers for us have of their customers through digitalisation. always been innovation, timeless quality, Likewise, at IJM Land, we have intensified Should companies embark on their excellent customer service and responsible our brand outreach via digital means and branding investments in the wakeofthe sustainable practices. platforms. Covid-19 resurgence? With abroad portfolio of products for all In apost-pandemic rebound, our loyal In the wakeofthe Covid-19 resurgence, generations and all walks of life, we enable online community will continue to be akey we are looking to solidify our investment homeowners to enjoyastrong sense of com- ingredient to drive IJM Land’scontinued and sharpen our resource allocations to munity while creating precious moments brand success. deliver the greatest impact. and memories in our neighbourhoods. As we are committed to putting our cus- Fuelled by an innovative spirit to solve the What steps are the companytaking to tomers’ interests first, we believe in staying biggest challenges, we continue to push for cement its brand image among consumers relevant beyond the pandemic. This is the continuous improvement. DATUK EDWARD CHONG amid achallenging year? IJM Land legacy,weare heretostay. That way, we continue to stayrelevant and Managing Director Last year gave us the opportunity to pause Ultimately,our credibility as areliable, delight with attractive concepts for home- IJM Land Bhd and reflect on what truly matters to us: our trustworthyand sustainable property devel- buyers, todayand well into the future.

In view of the Covid-19 pandemic, how Our products became easily accessible building brand love and being relevant to are brands positioning themselves to have with contactless delivery,contactless take- the consumers more so during these tough astronger presence in the market? away, andcurbside self-collect services. times. KFC is abrand inspired by Malaysians, We’vesignificantly expanded our network madebyMalaysiansfor Malaysians–and we of delivery-capable stores which enabled us What are some of the keyelementsfor staytrue to these values. to reach our customers nationwide when the asuccessful branding exercise? More than ever, we personified these val- movement control order was in force. Being bold, insightful, and distinctive. ues by taking proactive steps, ensuring our Our corporate social responsibility (CSR) Having strong local insights helps us customers and employees that their health efforts bolstered to help those who were understand our consumers’ needs, lifestyles, and safety is our priority. affected by the pandemic in which we’ve and aspirations. During this period, providing our delicious launched the Kita Fight Covid-19 CSR cam- This keeps us current with the consumers meals through e-commerce and contactless paign. and drives us to consistently improve our channels is important. We also strengthened our brand identity brand. Ultimately,integrity in the wayweconduct which celebrates Malaysia, Malaysians, and business and serve customers with quality KFC’sheritage in Malaysia through cam- meals are core to our values. paigns likeKFC Cara Kita, #KepciKitchen, and Cheezy Cheezy Malaysia. What steps are the companytaking to Even our new menus likeNasiAtukKFC cement its brand image among consumers and CrunchyTandoori arehyperlocal. EVELYN NG amid achallenging year? Deputy General Manager Faced with disruption, we innovated new Should companies embark on their ways of serving our customers. Marketing branding investments in the wakeofthe Firstly,weinvested in e-commerce and Covid-19 resurgence? KFC Malaysia contactlesschannels. Yes. It is important for us to continue

In view of the Covid-19 pandemic, how Should companies embark on their are brands positioning themselves to have branding investments in the wakeofthe astronger presence in the market? Covid-19 resurgence? By riding on the digital wave and Certainly.Brand investments have become maximising digital platforms to remain highly important, as the pandemic has competitive. resulted in increased competition. ForUniKL,active campaigns through With economic challenges and health mainstream media and digital marketing emergencies worldwide, brand investments help to boost our brand image among are crucial for abrand to sustain and grow consumers. in the competitive landscape.

What steps are the companytaking to What are some of the keyelementsfor cement its brand image among consumers asuccessful branding exercise? amid achallenging year? UniKL believes in staying true to our Creative social media content has helped brand purpose and fulfilling our brand to reach amillion viewers and popularised promise. our brand. As the apex of Maraeducation, UniKL Mainstream media also promotes our champions higher technical, vocational brand by establishing aniche and brand education and training (HTVET) and delivers PROF DR SHAHRULNIZA MUSA differentiation. high-quality education in all our hands-on Acting President/CEO It established brand trust and reliability and non-technical programmes. Universiti Kuala Lumpur under uncertainties caused by the pandemic. THE STAR, FRIDAY 5FEBRUARY2021 23 24 PuPutrtra BrandAwards2020 THE STAR, FRIDAY 5FEBRUARY 2021 GOLDWINNERS

In view of the Covid-19 pandemic, how amid achallenging year? Historic research has shown that brands are brands positioning themselves to have We are even more consumer-inspired which invest during times likethese come astronger presence in the market? than ever before. out stronger than those which don’t. At Heineken Malaysia, our top priority has By listening to our consumers on amore Of course, the efficiency and effectiveness been the safety of our consumers. continuous basis, our brands can takesteps of what we do become even more important The channels and occasions our brands to align even more closely to what they –sotracking and analysing results, traditionally focus on –barsand pubs, sport- want, increasing our relevanceand deliver- remaining agile and making incremental ing events,social gatherings et cetera– have ing results for both sides. changes, and applying your learnings is key. seen manychanges during the pandemic, Our brands have innovated in how we and our brands have had to adapt. reach our consumers. What are some of the keyelements for With Heineken, we empowered consum- Internally,we’ve kept investing in our peo- asuccessful branding exercise? ers to #SocialiseResponsibly,taking steps to ple –intheir capabilities and personal devel- As always –but especially in times like help keep themselves safe while still having opment. these –it’simportant that you are responsi- agood time. It’sthe people behind our brands who ble, provide asolution, remain credible and With consumer behaviour changing, it’s drive the relationship with consumers, stay relevant to the brand. vital for brands to align with growing chan- and ultimately the brand image, so it’s With “Raise Our Bars”, ajoint exercise nels while still preparing for the recovery of important to give them the tools they need to between Heineken, Tiger, and Guinness, we the market as awhole. excel. connected consumers and bars, subsidising Forour brands, this has meant strengthen- pre-purchased beers to be redeemed after ing our position in off-trade and e-com- Should companies embark on their the first movement control order. PABLO CHABOT merce, but also doing what we can to help branding investments in the wakeofthe This helped restaurant and bar owners Marketing Director on-trade outlets likecoffee shops survive. Covid-19 resurgence? with cash flow when they were closed, gave We believe in long term investments in consumers areallygood deal on their Heineken Malaysia Bhd What steps are the companytaking to our brands and we have kept investing favourite beers and ciders, and stayed true cement its brand image among consumers throughout the pandemic. to the values our brands stand for.

In view of the Covid-19 pandemic, how cement its brand image among consumers we set aside on an annual basis, but also are brands positioning themselves to have amid achallenging year? through the manyefforts that we put in astronger presence in the market? We truly believe that progress is for place to support our customers as well as the Throughout the Covid-19 pandemic, we everyone and as such, RHB continues to lend communities through challenging times such have provided assistance not only to affected ahelpinghand to customers as well as the as this. borrowers, but also to frontliners, our communities that are impacted by the Covid- Thus, we continue building trust while employees and deserving members of the 19 pandemic. ensuring that our brand remains relevant community. Special relief funds and payment even post the pandemic. This includes repurposing of funds meant assistance on loan and financing facilities for for client engagement, for the benefit of individual customers, particularly those What are some of the keyelements for those segments of the community who have within the B40 segments, as well as asuccessful branding exercise? been impacted by the pandemic. providing meals and other basic necessities People don’t just buy products or services In addition to this, RHB has also addressed to frontliners, are among the manyefforts –they buy into purpose. disruptions caused by the pandemic by that we put in place to ease the burden of Building an authentic brand helps accelerating the introduction of new digital- those impacted. maintain acompetitive edge. centric banking services. We hope to provide abeacon of hope for It creates meaningful commitment to Through this, we continually enhance our them to get back onto the path towards causes that the brand’score customers care availability to our customers, providing them progress. about, promoting better brand trust and with an omnichannel approach that loyalty among them. promotes customer confidence, generates Should companies embark on their ABDUL SANI ABDUL MURAD better word-of-mouth recommendations, branding investments in the wakeofthe Group Chief Marketing and builds lasting trust in our brand. Covid-19 resurgence? Officer RHB Banking Group The investment that we put in our brand What steps are the companytaking to is not just through the marketing spend that

In view of the Covid-19 pandemic, how are brands positioning themselves to have astronger presence in the market? At Honda, apart from offering high-quality products, the approach of marketing is equally important to build confidence and trust with our customers. We thank the government’ssupport on the sales tax exemption as well as Malaysians who have supported the Honda brand as we have succeeded as the No.1 non-national We continuously reminded the public to customer’s mind. brand for six consecutive years in the auto- adhere to the standard operating procedure, motive industry last year. and stringent safety measures were fully What are some of the keyelements for implemented at all our dealerships to give asuccessful branding exercise? What steps are the companytaking to customers peace of mind. At Honda we practise the Honda philoso- cement its brand image among consumers phythat consists of Three Joys –customers to amid achallenging year? Should companies embark on their experience the JoyofBuying; we as manu- Our objective was to connect with the branding investments in the wakeofthe facturer embrace the JoyofSelling; and the community through challenging spirit to Covid-19 resurgence? JoyofCreating high-quality products that SUNITAPRABHAKARAN fight this pandemic. “Together As One”, we Yes, effective communication may satisfycustomer expectations. Head of Sales Division contributed to this spirit by activating two maintain our brand presence and build long- We conduct studies on market demands to community relief campaigns to give back to term brand attachment emotionally and fulfil customer demands and excite the mar- Honda Malaysia communities-in-need who are around us. place the Honda brand on top of the ketatthe same time.

In view of the Covid-19 pandemic, how Currently,we’re looking into our brand are brands positioning themselves to have extension which will bring our brand into astronger presence in the market? your household. Brands should have acomprehensive understanding of market sentiments, re- What are some of the keyelements for prioritising wins, and creating anew asuccessful branding exercise? highwayinstead of teetering on atightrope. Necessity is the mother of all innovation. We mustcontinue to listen and learn from What steps are the companytaking to all our stakeholders in order to have clarity cement its brand image among consumers and to stayrelevant. amid achallenging year? It goes without saying that fortune favours In order to emerge victoriously,our team the bold! has become more agile and relentless in pur- suit of an accelerated recovery. We’vealsobuiltdeeper insights into our data bank to identify opportunities more quickly.

Should companies embark on their branding investments in the wakeofthe CALVIN HO Covid-19 resurgence? Executive Director Of course, this pandemic had us look hard SunwayTheme Parks and explore new frontiers on what is truly paramount in our business. THE STAR, FRIDAY 5FEBRUARY2021 25 26 FRIDAY 5FEBRUARY2021 27 28 PuPutrtra BrandAwards2020 THE STAR, FRIDAY 5FEBRUARY 2021

ThecovetedPutra Brandofthe Year awardisone that brands strive to Triumphs over capture–it’sthe hallmarkofthe consumers’ choice of a brand. StarBizlooks at the theyears currentand past winnersofthis prestigiousawardwhich moneycan’tbuy.

2020 Gardenia

2018 2019 Petronas Astro

2016 2017 Milo Shell THE STAR, FRIDAY 5FEBRUARY 2021 PutraBrand Awards 20202020 29

2015 Maybank 2014 AirAsia

2013 2012 Samsung Astro

2011 Maxis 30 Putra Brand Awards 2020 THE STAR, Friday 5 February 2021 gold winners

In view of the Covid-19 pandemic, how We enhanced our digital platforms and offering members RM1mil cash points in are brands positioning themselves to have expanded our delivery services from the May and October to thank them for believing a stronger presence in the market? nearest store to deliver essential goods to in Watsons even during trying times and to Watsons Malaysia introduced customers in two hours. ease some burden when shopping for their #WasonsHereForYou and remained open to As much as possible we want to give back health and beauty products. provide essential goods and services to cus- to the community through various CSR initi- CARYN LOH tomers. atives – supplying more than 156,000 essen- What are some of the key elements for Managing This includes having our frontliners work- tial items, Vitamin C, raincoats, bedsheets, a successful branding exercise? Director ing in stores and distribution centres to food and more – channelled to over 20 hospi- The key elements for a successful brand- Watson serve our customers and ensuring sufficient tals, healthcare centres and charitable ing exercise are communication and custom- Malaysia essential supplies are available, our pharma- homes across Malaysia. er experience. cists to provide health services, and a robust We connect with our customers through ecommerce platform whereby customers Should companies embark on their various media, social and digital platforms can continue to shop from the comfort of branding investments in the wake of the as we are now living in the new normal their home and get their purchases delivered Covid-19 resurgence? where often physical presence might be lim- to them. We believe that it is our responsibility to ited. In that, we always try to maintain that do so, as we are a part of the community, to the experience of shopping and dealing with What steps are the company taking to step up to show affection towards our cus- Watsons is consistent and enjoyable – from cement its brand image among consumers tomers. In a blink of an eye the world is not our holistic omnichannel O+O platform to amid a challenging year? the same anymore, and we want to ensure introducing new and exclusive products and 2020 has been an unexpected and chal- our customers that we are still there for caring for the needs of our customers and lenging year for Watsons, but we always aim them with our quality products and essential communities. to be there for our customers. We doubled items. Additionally, we go the extra mile to work down on our brand and ensured that we are At Watsons, we took this opportunity to with our suppliers and partners in maintain- accessible to everyone through various engage even closer with our members and ing the same O+O channel to reach out to media and digital platforms. customers, showing them that we care by our customers.

In view of the Covid-19 pandemic, how What steps are the company taking to their values to consumers, as a reminder are brands positioning themselves to have cement its brand image among consumers that we, as consumer brands, are here to a stronger presence in the market? amid a challenging year? serve their needs at all times. One key aspect is accessibility. At The Star, we are committed to our core The right message that reflects one’s brand During the first wave of the pandemic, purpose of keeping our audiences informed mission is crucial during challenging times we were conscious of allowing pertinent on the latest happenings. like this. LYDIA content on Covid-19 to be free and accessible While fake news surrounding the to all. pandemic was rampant, we countered that What are some of the key elements for WANG We upped our efforts in editorial content – by ensuring timely, accurate and credible a successful branding exercise? Chief pushing out news faster and providing more information reaches the public. Brands that stay true to their core purpose Business in-depth coverage. and values often put across the most power- Officer Our content included data journalism so Should companies embark on their ful and successful messages. Star Media that readers have more clarity on the effects branding investments in the wake of the At The Star, we are committed to inform- Group and issues surrounding the pandemic, Covid-19 resurgence? ing and inspiring our audiences, and that’s allowing them to make informed decisions. It is important that brands communicate what we’re known for.

In view of the Covid-19 pandemic, how Post-Covid-19 safe entertainment has been Naturally, digital media has been a are brands positioning themselves to have our No.1 priority to instil confidence in our favoured choice, but getting real cut through a stronger presence in the market? brand and venues. from a brand standpoint remains Cinemas have endured long closures Strict standard operating procedures and challenging online. during the MCO. enhanced safety measures were set in place The landscape will continue to evolve over MOHIT TGV has sustained engagement with our to ensure peace-of-mind cinematic moments the coming 12-24 months. BHARGAVA community via content marketing on social for everyone. media, offering popcorn home-delivery, and What are some of the key elements for General introducing several new initiatives such as Should companies embark on their a successful branding exercise? Manager private cinema, in-cinema gaming, and an branding investments in the wake of the A strong brand is one that authentically Sales and e-shop. Covid-19 resurgence? projects its product promise to consumers. Marketing Branding and engagement are paramount At TGV, it’s about offering our guests more TGV Cinemas What steps are the company taking to at this time. than just the movie, from world-class audio- cement its brand image among consumers Optimisation of investments into channels visual experiences, through to the No.1 amid a challenging year? that can connect with target audiences is cinema loyalty programme, the best cinema TGV places our customers at the heart of something a lot of marketers have had to popcorn in Malaysia, and more seating and everything we do. adapt to. screen experiences than anyone else.

In view of the Covid-19 pandemic, how cement its brand image among consumers branding investments in the wake of the are brands positioning themselves to have amid a challenging year? Covid-19 resurgence? a stronger presence in the market? Going back to the point of staying rele- The Covid-19 pandemic will not be around It is definitely a challenging period and it vant, we launched a StayFit Digital Workout forever and we need to be optimistic espe- is even more important for brands to step up Series that covers from HIIT, Workout chal- cially now with the arrival of the vaccines. and build meaningful relationships and lenge to Zumba led by our fitness squad – Brands will definitely need to be more GRAHAM LIM brand love. Ain Ramli, Syafiq Kyle, Hairul Azreen and a sensitive and timely in their marketing activ- We need to be mindful of the situation and few others. ities but we will still need to do our best. Director of adjust our marketing priorities according to We also launched an e-sports campaign Marketing market demands such as building relevance. this year – Good Game with 100PLUS which What are some of the key elements for F&N Beverages We have since embarked on digital first features some live streams from pro gamers. a successful branding exercise? Marketing Sdn marketing and also ramped up our e-com- Social media is definitely the most con- The truth is that a brand is not built over- Bhd merce platform F&N Life to reach all of our sumed platform during these times and we night and it is also contributed by consum- consumers from the safety of their homes want to reach our consumers and help them ers’ trust in the values and our product. and it has worked well for us. stay motivated throughout this period. We are thankful that our consumers believe and support our brand through the What steps are the company taking to Should companies embark on their years and it pushes us to do better.

In view of the Covid-19 pandemic, how brand campaigns centred around people’s value to a consumer’s life. are brands positioning themselves to have lives. Softlan is passionate about celebrating Brands which enable and provide a stronger presence in the market? mom’s unconditional love. solutions are likely to enjoy people’s In today’s unprecedented time, when peo- Family members will always feel their preference and trust over a sustained period. ple are faced with so much uncertainty, it’s mum’s love wherever they are, whatever important for brands to stay authentic and they do, just like the familiar fragrance of What are some of the key elements for EDITH true to a strong brand purpose. Softlan. a successful branding exercise? MARQUEZ- Brands with genuine and truthful connec- These are at the centre of all our market- Everything starts with people. Keeping a REYES tions with people earn people’s trust leading ing efforts to bring our brands’ purpose to strong emotional connection with people is to brand loyalty in the long run. life. vital. Marketing Meaningful brand campaigns driven by Director What steps are the company taking to Should companies embark on their people-centricity and adaptability to a fast South Asean Hub cement its brand image among consumers branding investments in the wake of the and ever-changing digital landscape is key to Colgate Palmolive amid a challenging year? Covid-19 resurgence? building brand love and keeping our brands Malaysia Our priority is to deliver meaningful Undoubtedly! But in a way that will add top of mind. THE STAR, FRIDAY 5FEBRUARY2021 31 32 PuPutrtra BrandAwards2020 THE STAR, FRIDAY 5FEBRUARY 2021 GOLDWINNERS

In view of the Covid-19 pandemic, how amid achallenging year? DNA, in creating technology that makes life are brands positioning themselves to have Let your product speak for you. As a better for everyone, everywhere. astronger presence in the market? brand that puts community at heart, HP Our value does not detour awayfrom The pandemic has brought both challeng- identifies two core initiatives at the forefront what is important to us, the community. es and accelerated change. amidst this challenging year –sustainability We remain focused on our mission to pro- At HP,webelieve that technology plays a and cybersecurity. vide solutions and technologies that provide keyroleinbridging communities and ena- We put our planet first, with one of our convenience and efficiency to our daily lives. bling Malaysia’sdigital transformation mission of using recycled ocean-bound growth. As such, brands need to respond to plastics in our product creations. What are some of the keyelements for community needs; as an example, we have In cybersecurity,HPensures that every asuccessful branding exercise? embodied just that in our recent projects technology decision counts in the battle to As we grow accustomed to the new such as HP for Business, iMovewithHP and keep businesses and consumers secure with normal, the role of technology and IT HP Mentorship with Yuna –the perfect rep- our inbuilt technologies. systems has become more essential in resentation of growing acreative and digital- reshaping our lifestyle. ly efficient community at home. Should companies embark on their Our direction is simple, to do our part in ALEX TAN branding investments in the wakeofthe creating meaning for our organisation, as Enterprise Sales Director What steps are the companytaking to Covid-19 resurgence? well as bridging the gap for our HP Inc MY cement its brand image among consumers We remain steadfast to our mission and communities, for abetter tomorrow.

In view of the Covid-19 pandemic, how Should companies embark on their are brands positioning themselves to have branding investments in the wakeofthe astronger presence in the market? Covid-19 resurgence? In today’sunprecedented time, when Undoubtedly! But in away that will add people are faced with so much value to aconsumer’s life. uncertainty,it’simportant for brands to stay Brands that enable and provide solutions authentic and true to astrongbrand are likely to enjoypeople’spreference and purpose. trust over asustained period. Brands with genuine and truthful connections with people earn people’strust What are some of the keyelements for leading to brand loyalty in the long run. asuccessful branding exercise? Everything starts with people. Keeping a What steps are the companytaking to strong emotional connection with people is cement its brand image among consumers vital. Meaningful brand campaigns EDITH MARQUEZ-REYES amid achallenging year? driven by people-centricity and adaptability Marketing Director, Our priority is to deliver meaningful Colgate believes in inspiring optimism in to afastand ever-changing digital landscape South Asean Hub brand campaigns centredaroundpeople’s all our campaigns, creating abetter future is keytobuildingbrand love and keeping lives. that we can all smile about. our brands top of mind. Colgate Palmolive Malaysia

In view of the Covid-19 pandemic, how In 2020, despite the challenges we walked sincewehaveacompelling message to tell are brands positioning themselvestohave the talk when it came to our belief by intro- our consumers which will bring “light” in astronger presence in the market? ducing two flagship stores at Pavilion KL this difficult time. Our brand belief is that through sports we where we offer the best of our sports perfor- have the power to change lives. mance and style products, and an elevated More than ever, this is arelevant message shopping experience. to our consumers who are experiencing the We did this during ayear where many pandemic. would shyawayfromexpanding retail. Though our execution takes various shapes and forms, in essence, we remain Should companies embark on their true to the message that sports can positively branding investments in the wakeofthe affect their mental, emotional and physical Covid-19 resurgence? well-being. Likemanyorganisations, we are going through the business challenges created by PHILIP HO What steps are the companytaking to the pandemic. Vice-President, Commercial, adidas cement its brand image among consumers However, our objective to drive equity SEA Country Manager, adidas amid achallenging year? remains an unwavering priority,especially Malaysia

In view of the Covid-19 pandemic, how makeaccess to the highest quality hygiene, iour. Engaging with our consumers at are brands positioning themselvestohave wellness and nourishment aright and nota moments of meaning will keep brands high- astronger presence in the market? privilege. Information and products that pro- ly relevant irrespective of changes in the The business environment is always mote good health and hygiene are daily business environment. changing, even more so with the pandemic. necessities for us all. The idea is not to cut investment but to The pandemic has dramatically changed Our brands work on the front line to shift it to the right medium, for example, dig- lives, behaviours and belief systems. ensure the latest health and hygiene infor- ital as consumers spend more time on their RB’s purpose is to protect, heal and mation is as widely available as possible, and mobiles. nurture in the relentlesspursuitofacleaner that our products can be found online and in and healthier world. This purpose is more store 24/7, from the biggest city to the small- What are some of the keyelements for relevant than ever with our portfolio of est village. asuccessful branding exercise? brands and we put this purpose at the heart Brands that makeadifference, by giving of our thinking Should companies embark on their consumers innovative solutions for healthier branding investments in the wakeofthe lives and happier homes. Brands should be What steps are the companytaking to Covid-19 resurgence? an extension of the consumer’s voice. RAGHUNANDAN SRINIVASAN cement its brand image among consumers Equity building is for the long term, Akey imperative is to ensure brands that Marketing Director amid achallenging year? embracing the changing external environ- makeapositive and meaningful impact on We have afight on our hands. Afight to ment, and evolving with consumer behav- society and the environment. RB (Health) Malaysia Sdn Bhd

In view of the Covid-19 pandemic, how programmes through campaigns such as our society-driven programmes. We are together are brands positioning themselves to have #BaikSemula initiative via Anugerah Juara in fighting this pandemic. astronger presence in the market? Lagu 35, an inspiring documentary Heroku, From awider angle, companies are work- emotional-stirring drama Hadiah Dari What are some of the keyelements for ing together with society as we share similar Tuhan, and also our Setulus Ikhlas campaign asuccessful branding exercise? ideas and targets, hoping to overcome the which was dedicated to frontline workers’ Understanding the target audience is global challenge as one. for their sacrifice and perseverance in essential for asuccessful branding exercise. We can see businesses increase their battling Covid-19. Corporate branding is not the same as before engagements with society and government as audiences are evolving. agencies to advocate the new norm while Should companies embark on their Nowadays, we engage with our audiences minimising the impact on society. branding investments in the wakeofthe through our programmes by offering Covid-19 resurgence? interesting, entertaining, and emotional What steps are the companytaking to Absolutely.The battle within the industry programmes to capture their interest, giving cement its brand image among consumers is never-ending. them areasontowatch ourprogrammes amid achallenging year? Especially during these unprecedented and have the heart to connect to. DATUK KHAIRUL ANWAR SALLEH We have learnt numerous values through- times, every business should not stop gaining CEO Media Prima Television out 2020 and into 2021. the public’strust. Networks Primeworks Studios We will be focusing on unifying Hence for 2021, TV3 is planning to embark Malaysians and developing spirit-raising on ajourney to heal society with plenty of THE STAR, FRIDAY 5FEBRUARY2021 33 34 PuPutrtra BrandAwards2020 THE STAR, FRIDAY 5FEBRUARY 2021 SILVER WINNERS

In view of the Covid-19 pandemic, how on-trade outlets likecoffee shops survive. times likethese come out stronger than are brands positioning themselves to have those which don’t. astronger presence in the market? What steps are the companytaking to Of course, the efficiency and effectiveness At Heineken Malaysia, our top priority has cement its brand image among consumers of what we do becomes even more impor- been the safety of our consumers. The chan- amid achallenging year? tant –sotracking and analysing results, nels and occasions our brands traditionally We are even more consumer-inspired remaining agile and making incremental focus on –barsand pubs, sporting events, than ever before. With consumers spending changes, and applying your learnings is key. social gatherings, etc –haveseen many more time online, it’snow even easier for changes during the pandemic, and our brands and consumers to have meaningful What are some of the keyelements for brands have had to adapt. two-waydialogue. asuccessful branding exercise? ForGuinness, abrand which is often By listening to our consumers on amore As always –but especially in times like linked closely to the pub experience, we continuous basis, our brands can takesteps these –it’simportant that you are responsi- have pivoted to at-home expressions of our to align even more closely to what they ble, provide asolution, remain credible and brand DNA; “Flavour by Fire”became about want, increasing our relevance and deliver- stay relevant to the brand. showing consumers how to create mouthwa- ing results for both sides. Our brands have With “Raise Our Bars”, ajoint exercise tering meals to pair with Guinness from left- innovated in how we reach our consumers. between Heineken, Tiger, and Guinness, we overs in their fridge, for instance. connected consumers and bars, subsidising With consumer behaviour changing, it’s Should companies embark on their pre-purchased beers to be redeemed after vital for brands to align with growing chan- branding investments in the wakeofthe the first MCO. PABLO CHABOT nels while still preparing for recovery of the Covid-19 resurgence? This helped restaurant and bar owners Marketing Director market as awhole. We believe in long-term investments in with cash flow when they were closed, gave Heineken Malaysia Bhd Forour brands, this has meant strengthen- our brands and we have kept investing consumers areallygood deal on their ing our position in off-trade and e-com- throughout the pandemic. Historic research favourite beers and ciders, and stayed true merce, but also doing what we can to help has shown that brands which invest during to the values our brands stand for.

In view of the Covid-19 pandemic, how Michelin’slatest brand campaign “Motion are brands positioning themselves to have for Life” is along-term commitment. Our astronger presence in the market? mission and what we want to convey to con- Digitalisation of both the business and sumers via the brand campaign are especial- customer journey is key. We are confident ly crucial in atime likethis, when motion Michelin offers some of the best products in and mobility are challenged across the the market, and it is therefore crucial we world. continue improving customer experience to better adapt to the new normal. What are some of the keyelements for asuccessful branding exercise? What steps are the companytaking to Adeep understanding of our consumers cement its brand image among consumers and how they evolve over time, matched amid achallenging year? with atruthful and relevant brand value As the leading premium tyremaker global- proposition are keyelements.Michelin’score ly,Michelin continues on the trajectory of values –safety and innovation –willalways growing our targeted segments through be at the forefront, so we never lose touch of retail networks and partner developments what matters most. such as TYREPLUS, digital adaptation via e-commerce, and acomplete dedicated customer-approach implementation. DUY PHAM Head of Marketing Should companies embark on their Michelin Malaysia branding investments in the wakeofthe Covid-19 resurgence?

In view of the Covid-19 pandemic, how mobile app. We have also activated our strivedfor inthe past decade. This, we are brands positioning themselves to have highly rated personal shopper service so that believe, leads to asteadyincrease in sales, astronger presence in the market? customers are able to avoid physical queues word-of-mouth referrals and advocacy for With the Covid-19 pandemic, brand posi- while shopping from the comfort of their the brand, and also managing and being tioning for Premium Outlets Malaysia has homes. responsive to customer feedback and expec- become even more crucial as customers tation, especially during the current pan- scrutinise closely the keyqualities and val- Should companies embark on their demic. ues that connect them to us and the brand branding investments in the wakeofthe we represent. Through positive brand posi- Covid-19 resurgence? tioning, we have enhanced our image in the We believe that brands with strong and market by our consistency in delivering a consistent branding are more successful world-class experience at our centres despite therefore it’simportant for brands to contin- the challenges we currently operate in. ue to invest even during acrisis. As evi- denced by ourconsistent marketing, even What steps are the companytaking to during total lockdown, maintaining aconsist- cement its brand image among consumers ent brand presence is keytoensuring a amid achallenging year? strong bond with our customers. We embarked on our online presence even though our business is very much brick What are some of the keyelements for and mortar. We will also continue to priori- asuccessful branding exercise? JEAN MARIE PIN HARRY tise consistency in messages when communi- Brand building is an effort that results in cating with our customers wherebyfor establishing long-term relationships with Chief Operating Officer instance we enable customers to browse and customers. Tactically,itisthe ability to Genting Simon Sdn Bhd plan their shopping trip ahead through our over-deliver which is something we have

In view of the Covid-19 pandemic, how delivers E.V.E. –Exciting, Value-added prod- upon sales processes, customer engagement, are brands positioning themselves to have ucts that are Easy to own –and agood cus- communications and promotions that are astronger presence in the market? tomer experience. We have been consist- sensitive and relevant to the current situa- The pandemic has made manyofus ently expanding our “Find your Happy” cam- tion. reflect alot more onour health, families as paigns since the early part of the year, in line well as heightened our concerns on our live- with the company’sefforts to takecustomers What are some of the keyelements for lihoods. Ithink brands which are sensitive to through ajourney of happiness as well as asuccessful branding exercise? these emotions –and are able to communi- creating avibrant community emphasising As amaster developer renowned for high- cate or engage in arelevant manner to them our C.H.I.E.F. values of Caring, Honest, rise, mixed developments and landed town- –willbeabletocut across the clutter. To this Involved, Enthusiastic and Fun-Loving. ships, our point of differentiation strongly end, understanding customers psychographi- lies in the quality of our products. We deliver cally and ensuring various customer perso- Should companies embark on their on quality by truly understanding our nas are addressed differently,leadingto branding investments in the wakeofthe customers’ needs. curation of specific branding and marketing Covid-19 resurgence? Thisiswhy our design teams are always campaigns, including pricing packages Absolutely! In difficult times likethese, pushing the boundaries to tailor our prod- which are more customised, would go a people endear themselves to companies and ucts and branding campaigns by involving long waytowards ensuring stronger brand brands who care. Companies must remain ourselves with our target market. Our staff, positioning and presence in the market. on their toes and be ready to adapt by con- also known as Chief Happiness Officers, are stantly improving customer experience and guided by ourCHIEF values. In living and What steps are the companytaking to adapt to changes brought about by the crisis. championing these values, our Chief KENNY WONG cement its brand image among consumers Despite the temptation to cut costs, our Happiness Officers prioritise product and Chief Marketing Officer amid achallenging year? advice is to stick to the fundamentals such as service quality,assisting consumers in solv- UEM Sunrise Bhd Our brand is relatable and emotive, while the use of or investing in data analytics, ing their problems and offering the right we are known as amaster developer that research and technology,etc, to improve solutions for their home ownership needs. THE STAR, FRIDAY 5FEBRUARY2021 35 36 PuPutrtra BrandAwards2020 THE STAR, FRIDAY 5FEBRUARY 2021 SILVER WINNERS

In view of the Covid-19 pandemic, how branding investments in the wakeofthe are brands positioning themselves to have Covid-19 resurgence? astronger presence in the market? Nurturing strong brand love goes beyond With people spending more time at home the amount you invest in abrand. It is about due to the pandemic, NESCAFÉ aimed at relevance, about creative solution to address strengthening its relevance amongst the new “normal” needs, and about Malaysians by maintaining astrongpresence making apositive difference for and engagement throughout the year, with the society.Brands who continue to relevant, innovative and creative campaigns do this create long-term value. –beyond ensuring availability of the product in the market. What are some of the keyele- ments for asuccessful branding What steps are the brand taking to exercise? cement its brand image among consumers Every brand campaign starts amid achallenging year? from the consumers. The keychal- NESCAFÉ had to support all Malaysians to lenge nowadays sits with the navigate through 2020 with relevant promo- fast-evolving needs and tensions tions, innovative products and new cam- on the consumer’s side, as every- paigns, anchored in the new normal. The one is adopting the new normal. OTHMAN CHRAIBI “Good Morning” campaign was astrong With this, brands that will be able Business Executive Officer tribute to our amazing frontliners, but also to adapt fast will manage to come Nestlé Beverages asalute to Malaysians’ resilience. out stronger –not discounting the Nestlé (M) Bhd importance of creativity and enter- Should companies embark on their tainment.

In view of the Covid-19 pandemic, how Should companies embark on their are brands positioning themselves to have branding investments in the wakeofthe astronger presence in the market? Covid-19 resurgence? At Mercedes-Benz Malaysia, we have con- Given that it is ahealthcare crisis, it is sistently focused on our customers and their difficult for brands to continue investing in needs, keeping customer-centricity at the brand building efforts, especially when they core of our business. This commitment is are fighting for their survival. However, a backed by our global initiative to provide the recent industry report stated that brands “best customer experience” that leverages who stop advertising taketwice as long to data and technology across the consumer get back to full health after being entirely off journey to offer aseamless and comfortable the air. So brands must continue advertising luxury experience. if they can, or use alternative channels to stayrelevant. What steps are the companytaking to cement its brand image among consumers What are some of the keyelements for amid achallenging year? asuccessful branding exercise? In recent years, Mercedes-Benz has gradu- In today’sworld,defining abrand’spur- ally expanded its digital offerings and chan- poseisone of the most critical elements in nels in order to offer customers adigital lux- brand building. “Purpose” is the deeper ury experience. Among other things, acceler- meaning behind our work. It is what drives DR CLAUS WEIDNER ating digitisation in pre-sales, sales and after- us and our “reason why”. At Mercedes-Benz, President and CEO sales will help us achieve aseamless and our purpose is “first move the world”. It Mercedes-Benz Malaysia comfortable luxury experience along the means pursuing more than what is immedi- entire customer journey. ately achievable.

In view of the Covid-19 pandemic, how tive, regardless of the changes in the operat- are brands positioning themselves to have ing environment. Investing in products and astronger presence in the market? What servicesthat are attentive to customers’ steps are the companytaking to cement need, effective communication and digital its brand image among consumers amid a transformation can help companies gain challenging year? customers’trust and strengthen its brand. Focusing on customers’ needs is important in order to remain competitive during this What are some of the keyelements for vulnerable period. Public Bank has been pro- asuccessful branding exercise? active in catering to the evolving customer The success of abrand is built on its integ- needs and providing financial assistance to rity,transparency and sustainability.The its customers, which includes rolling out the empathyand willingness to listen, as well as PB Journey Programme, extending various continued effective communication also play repayment assistance, as well as strengthen- apivotal role in building the brand and ing its digital innovation and advancement. maintaining strong relationships with This pragmatic approach continues to customers. strengthen the PB brand as abankfor the people, while upholding its core value of integrity and accountability.

TANSRI DR TEH HONG PIOW Should companies embark on their Founder, Chairman Emeritus, branding investments in the wakeofthe Covid-19 resurgence? Director and Adviser Branding investment is an ongoing initia- Public Bank Bhd

In view of the Covid-19 pandemic, how towards all SOPs, is the keytoretaining con- are brands positioning themselves to sumers’ trust in our brand. have astronger presence in the mar- ket? Should companies embark on their This crisis has provided us an branding investments in the wakeof opportunity to prove that we care the Covid-19 resurgence? about our customers. We know Absolutely,because brand-building that consumers are now more is along-term efforttogenerate loyal- mindful of their spending and ty and affinity from consumers. This they desire things to lift their pandemic has also shown us that spirits. Being in the food service consumers will turn towards brands industry,weare abletocater to that they feel connected with and will their needs by offering great value try to seek some degree of comfort deals through various platforms from its offerings. and introducing new menu items to create excitement. What are some of the keyelements for asuccessful branding exercise? What steps are the companytaking to The most important element is to be able DATUK JAYA J.B. TAN cement its brand image among consumers to walk the talk and deliver on the brand Chairman amid achallenging year? promise. Consumers will be the judge of how Envictus International Given that health and safety is the top con- ers and employees in everything that we do. successful the branding exercise is, based on cern for everyone, it’scrucial that we priori- Focusing on maintaining food quality and whether we are able to meet or exceed their Holdings Limited tise the safety and well-being of our custom- safety standards, while ensuring compliance expectations. THE STAR, FRIDAY 5FEBRUARY2021 37 38 PuPutrtra BrandAwards2020 THE STAR, FRIDAY 5FEBRUARY 2021 SILVER WINNERS

In view of the Covid-19 pandemic, how were hit the most. hearts and minds. are brands positioning themselves to have astronger presence in the market? What steps are the companytaking to Should companies embark on their While some experts saybrands should not cement its brand image among consumers branding investments in the wakeofthe be under the spotlight, there are others who amid achallenging year? Covid-19 resurgence? saybrands shouldn’t go dark as meaningful At Axiata, we feel that it is important to be As mentioned earlier, while we don’t think relationships can be built and maintained present and be relevant for our consumers this is the right time to be spotlighting our even during crisis. We tend to lean more during challenging times. brand, it is not atime to go dark either. The towards the latter. As aresultofthe pandemic, the need to be focus of our brand narrative at this time is Some brands acted as PSAdisseminators connected has increased multi-fold. Parents centred around consumers and what we can by echoing or amplifying their messages in need to work from home, children need to do to help ease their burden through the supporting governments and health organi- study in virtual classrooms, businesses need pandemic. We also believe it is important to sations’ messages on Covid-19 pandemic to conduct transactions online. maintain our social media presence, and etiquette, e.g. Nike’sPlayInside, Playfor the AstableInternet connection from home is keep constant engagement with our audienc- World; Instagram’sStayHome. no longer aluxurybut anecessity.We es. Some brands positioned themselves offered and continue to offer free data to our through donations. subscribers in all the markets where we At Axiata, as part of our ongoing corporate operate, while recalibrating our networks, community commitment, and together with optimising them to match new consumer FERNIE JASMINE ABDUL our subsidiaries Celcom, edotco Group and demands. GHANI Axiata Digital, we launched aRM150milcash We believe that being compassionate and Head, Brand and Marketing fund to give immediate assistance to micro- doing our part to help makepeople’slives SMEs impacted by Covid-19 as we felt the better during this time is the right step Axiata Group Bhd micro-SMEs were among the segments that towards endearing our brand to consumers’

In view of the Covid-19 pandemic, how August 2020 with three keyelements: are brands positioning themselves to have 1. With abetter recipe which is Healthier astronger presence in the market? Choice 2.0 compliant. This unprecedented event has hit the 2. Awinning consumer story “Strong Me, whole world unexpectedly.Asabrand and Stronger Us”. organisation, we had to adapt quickly to the 3. We kept our price competitive to be able new wayofworking and focus onour core to staytrue to our purpose. purpose. Dutch Lady Milk Industries Bhd is As this pandemic continues into 2021, we lucky to be part of essential industry and our want to assure Malaysians that Dutch Lady core purpose is to nourish Malaysians with Milk Industries Bhd will continue to make our trusted and quality dairy products. By tions and media touchpoints based on the our products available, keeping our promise focusing on our core processes, we were able changes in consumer consumption behav- to nourish Malaysians and help them be to continue to stayfocused and deliver our iour in 2020. We continued to stayrelevant strong. ambition to nourish Malaysians throughout and came out strong. this trying time. What are some of the keyelements for Should companies embark on their asuccessful branding exercise? What steps are the companytaking to branding investments in the wakeofthe Having aclear purpose and define awell cement its brand image among consumers Covid-19 resurgence? thought through brand propeller. From amid achallenging year? Branding investment should follow a there, translating the strategic objectives into With astrongpurpose to nourish strong brand purpose. As Dutch Lady,we creative excellence that is checked with con- RAMJEET KAUR VIRIK Malaysians and as the number one liquid have the advantage wherebyour products sumers along the waytoensure we stayrele- Consumer Dairy Director milk brand in Malaysia, our brand Dutch are full of nutrition and fortified to help vant yet consistent. Finally,withthe right Dutch Lady Milk Industries Bhd Lady is known for nutrition and trust, this Malaysians to staystrongand thus, we creatives, to execute with high reach in the was an easy task. We continued to deliver continued to invest in our brand in 2020. right touchpoints, while staying within the our promise and switched our communica- In fact, we relaunched our full range in brand guardrails.

In view of the Covid-19 pandemic, how visit bank branches, while providing afast stantly enhance our banking experience to are brands positioning themselves to have and seamless process for customers to pur- better support our customers’ needs as well astronger presence in the market? chase banking products. as helping them move forward. Brands have accelerated their digital transformation to ensure they did not have Should companies embark on their anyinterruptions in meeting customers’ branding investments in the wakeofthe needs –providing seamless customer experi- Covid-19 resurgence? ence between digital and non-digital envi- Yes, branding investments for acompany ronments. are important to staypresent andrelevant to its customers even with Covid-19. Brands What steps are the companytaking to will need to emphasise on reliable digital cement its brand image among consumers delivery and maintaining great customer amid achallenging year? experience in the new normal to stayahead At CIMB, we focus on helping our custom- in acompetitive landscape. ers move forward by strengthening our digi- tal propositions and ensuring that they are What are some of the keyelements for simple and easy to use. This includes awider asuccessful branding exercise? range of available digital products such as Delivering on what the customer needs/ remittance, unit trust investments, motor wants while providing great customer expe- SURAIYAABDUL SAMAD insurance, credit cards, and e-Gold rience. At CIMB, customer-centricity is akey Investment Account to name afew.The strategic focus under the Forward23+ strate- Head, Group Brand and availability of these products digitally signifi- gy wherebyweplace ourcustomers at the Sponsorship CIMB Group cantly reduces the need for customers to heart of everything we do. Our aim is to con-

In view of the Covid-19 pandemic, how are brands positioning themselves to have astronger presence in the market? The pandemic has proved that perseve- rance and agility is critical for brands to thrive in anychallenging climate. Our ability to embrace change and pivot quickly by combining good story telling and innovative use of technology has enabled us to have meaningful and personalised conversations with our audiences.

What steps are the companytaking to cement its brand image among consumers amid achallenging year? It is important to identify and makesense branding investments in the wakeofthe What are some of the keyelements for of trends that resonate with consumers. The Covid-19 resurgence? asuccessful branding exercise? year 2020 has been unique for many; howev- It remains relevant. There are data that In aclimate of constant change, one thing er, we remain committed and unafraid to suggests brands which stand out will emerge remains certain –aclear focus on brand Prof MICHAEL DRISCOLL challenge the status quo to build adeeper strongly in the market. However, there will values and consistent brand message to Vice-Chancellor and President connection and relevance with our audience. be pressure and scrutinythat comes with the ensure that we remain committed in our Taylor’s University investments which also means brand priori- strategy and promise in providing the best Should companies embark on their ties will shift. experience for our students and parents. THE STAR, FRIDAY 5FEBRUARY2021 39 40 PuPutrtra BrandAwards2020 THE STAR, FRIDAY 5FEBRUARY 2021 SILVER WINNERS

In view of the Covid-19 pandemic, how are brands positioning themselves to have astronger presence in the market? Brands that are dynamic to evolve and adapt are brands that are able to remain strong in this unprecedented market situa- tion. Business transformation and innova- tion are essential to stayontrack with the changes shown in the market and consump- tion behaviour.

What steps are the companytaking to supply chain and logistics management. consumer loyalty that would sustain well cement its brand image among consumers We also accelerated our online marketing into the future. amid achallenging year? efforts with our O2O campaigns to cater to Continued investment is important but Sharp understands the “stayathome” the change in consumer buying behaviour. one needs to be smart and prudent. demands as well as the heightened need for better hygiene and protection. Hence, we Should companies embark on their What are some of the keyelements for have focused on the appropriate consumer branding investments in the wakeofthe asuccessful branding exercise? electronic products and remote work solu- Covid-19 resurgence? Firstly,todemonstrate we understand and tions to assist our consumers to navigate Companies should continue to invest in empathise with our consumers, and second- TING YANG CHUNG these turbulent times. branding and marketing but their messages ly,toadd valuetothem and the community Managing Director In anticipation of the increased demand need to be more targeted and relevant to the at large. Relationships are built when we for these products, we took steps to ensure changing market conditions. Now is agreat understand, support and engage with our Sharp Electronics (Malaysia) that we have sufficient stocks and good opportunity to not only engage but build customers during difficult times. Sdn Bhd

In view of the Covid-19 pandemic, how This is important seeing that consumers are brands positioning themselvestohave need to be reminded of their favourite brand astronger presence in the market? and with the Covid-19 outbreak hopefully to Unfortunately cinemas are not able to be eradicated in the coming future. We are operate during 2020 therefore triggering the looking forward to having our customers digital platform to create regular brand return to cinemas once the condition recall and generate concession sales as a improves. supplementary income. What are some of the keyelements for What steps are the companytaking to asuccessful branding exercise? cement its brand image among consumers Digital presenceiscrucial with the current amid achallenging year? conditions wherebybranding exposure out- As we are content exhibitors we share reach can be pushed further. Constant latest updates of the upcoming blockbusters engagement between brand and consumers and sell limited edition merchandises. This on this platform creates emotional attach- initiative is to continue building brand recall ment with the level of interaction that and interest among the consumers. increases the brand value.

Should companies embark on their CHEAH CHUN WAI branding investments in the wakeofthe CEO MBO Cinemas Covid-19 resurgence?

In view of the Covid-19 pandemic, how Sustainable communications are essential are brands positioning themselves to have at anytime, even more so during apandem- astronger presence in the market? ic as people arenow keeping indoors. The pandemic has disrupted the tradition- Driving consistent conversations displays al competitive landscape of companies. To brand authenticity and builds trust among meet the evolved consumer purchasing keystakeholders. behaviour, Canon has pivoted its go-to-mar- ketstrategyand model by digitalising their What are some of the keyelements for offering from offline to online. asuccessful branding exercise? Brands need to look into digital solutions What steps are the companytaking to that deepen human connection. People pay cement its brand image among consumers attention to how brands leave an impact on amid achallenging year? society.Manyorganisations have prioritised We aredrivenbyour corporate philoso- this as an important objective, rethinking phy, Kyosei, striving to live and work togeth- their values, operations and infrastructure to er for the common good. It is at the heart of transform themselves into ahuman-centred everything we do, from product innovation enterprise. to the various CSR initiatives; Canon always prioritises its role in supporting our commu- nity. ANDREWKOH President and CEO Should companies embark on their Canon Marketing Malaysia branding investments in the wakeofthe Sdn Bhd Covid-19 resurgence?

In view of the Covid-19 pandemic, how are brands positioning themselves to have astronger presence in the market? The pandemic has prompted brands to reconsider their values within acommunity that has become increasingly cautious and yet hopeful. More than ever, Malaysians are craving news and entertainment for connec- tivity and comfort. Since 1845, NSTP has offered generations of Malaysians the best content and products that are relevant, compelling and attractive.

What steps are the companytaking to cement its brand image among consumers amid achallenging year? To cement NSTP’sbrand image, we have set three main aims –tofocus onour core business of content generation; to maximise tainty and an altered market with new con- asuccessful branding exercise? MUSTAPHA KAMIL MOHD the value of every NSTP product, and to con- sumer behaviours, instead of branding Context, clarity and consistency are the JANOR tinue giving back to society and contribute investments, companies maylooktoopti- three main elements to anysuccessful Executive Director (News and towards nation-building. mise their marketing practices to better branding, with emphasis on empathy, sus- reflect the increase in online transactions, tainability and transparency during this cri- Editorial Operations) Media Prima Should companies embark on their communications and social face-time with sis. It’scritical for brands to employtactful Bhd CEO The New Straits Times branding investments in the wakeofthe consumers. marketing that acknowledges the pandemic, Press (M) Bhd Covid-19 resurgence? while continuously reflecting positive values Against the current environment of uncer- What are some of the keyelements for to the audience. THE STAR, FRIDAY 5FEBRUARY 2021 PutraBrand Awards 202020 41 Favouritefried chickenmeal

AS the nation’sfavourite fried chicken, KFC Malaysia is honoured Spicyor‘ori’,KFC keepsushappy to accept its sixth consecutive awardatthe annual Putra Brand Awards. The prestigious Putra Brand Awards, alsoknown as the People’s ChoiceAwards, rewardbrands on consumers’ awareness, impression, intent and advocacy. Voted by almost6,000 consum- ers, the goldaward in the Restaurants and Fast Food category is atestamenttoconsumerconfi- dence and endorsementasitis solely determined by the people– thus cementing KFC Malaysia’s position as oneofMalaysians’ favouritebrands. “Amidstachallenging 2020, KFC is gladthat our brand messaging resonatedwellwithour consum- ers,” said KFC Malaysiadeputy general manager of marketing KFCisthe gold winner Evelyn Ng. in theRestaurants and “KFCisabrand inspired by stered ourCSR effortstohelpour stepping out of their car. Fast Food category of Malaysians, made by Malaysians local communities thatare affected Especiallyduring thisunprece- thePutra Brand for Malaysians.Thus stayingtrue by thepandemic withthe Kita dentedperiod,KFC strengthens its Awards 2020. to these valuesiscrucialespecially Fight Covid-19CSR campaign.” brand identitywith campaigns while Malaysiansare adjusting to The year 2020 saw KFCfaced such as CheezyCheezy Malaysia the newnormal. with inevitabledisruptions that celebrates thewonders of “Weamplified ourmessaging, brought by the pandemic. Malaysia;KFC CaraKita with ensuring customers andemployees In response, KFC investedin muralsshowcasing KFC’slovefor that theirhealth andsafety is our ecommerce andcontactlesschan- Malaysia;and #KepciKitchen that priority,and we innovated new nels, whilebroadening its network encouragesMalaysianstostay ways of servingour customers. of delivery-capable stores to reach home and getcreative withtheir “Atthe same time,our market- customersnationwide whenmove- KFCmeals. ing campaignsare aligned with ment controlwas ineffect. Understandingcustomers’ our brand identity that celebrates In pursuing greater conveni- needs,lifestyleand aspirations are Malaysia, Malaysiansand KFC’s ence, accessibility and safety for vital and KFC is committedtocon- heritage in Malaysia. the customers,KFC introduced tinuouslystrengthen its relation- “Weproducedtasty hyperlo- Pandu Ambil –anexpansion of the ships withthe customers and cal-influencedmenus likeNasi KFCself-collectservice –atmore invest furtherinbuildingbrand Atuk KFC, ZingerChop and than200 stores, wherebycustom- love. Crunchy Tandoori. erscan simplyorder online and KFC thanks Malaysiansfor this “Equallyimportant, we’ve bol- collecttheir KFCmealswithout prestigerecognition. 42 PuPutrtra BrandAwards2020 THE STAR, FRIDAY 5FEBRUARY 2021 BRONZE WINNERS

In view of the Covid-19 pandemic, how In these challenging times, ensuring that branding investments in the wakeofthe are brands positioning themselves to have consumers get the best value for their essen- Covid-19 resurgence? astronger presence in the market? tial home appliances, furniture and bedding Branding efforts never stop. New challeng- Harvey Norman is an omnichannel busi- products, as well as computers and IT es push for new ideas. Brands should ness. We have very well-merchandised and peripherals to work from home is critical. embrace the change, transit quickly,work spacious brick and mortar stores as well as a Making sure that standard operating pro- and market differently amid this new comprehensive ecommerce platform, cater- cedures are in place in all our stores for cus- normal. ing to various segments of consumers with tomers to shop safely is also paramount. different shopping preferences and require- We also constantly engage our consumers What are some of the keyelements for ments. via our digital platforms, keeping them asuccessful branding exercise? Besides investing efficiently in advertising, updated on the latest promotions and store Brands create consumer trust and emo- it is important for brands to stayvisible and operating hours as well as sharing educa- tional attachments; at Harvey Norman, cus- be at the top of consumers’ minds by being tional content on how consumers can tomers can always shop with confidence. present at various touchpoints throughout improve their lives at home. We must walk the talk, making sure that we their purchasing journey. Feel-good content that alleviates anxiety deliver what we commit to our customers. KENNETH ARULDOSS and promotes positive messages goes along Delivering our brand promise and persistent Managing Director What steps are the companytaking to wayinenhancing the brand image. brand messages supported by exposure on Harvey Norman Asia cement its brand image among consumers various platforms and touchpoints contrib- amid achallenging year? Should companies embark on their ute to growing asuccessful brand.

In view of the Covid-19 pandemic, how age; our suite of total and wealth solutions; are brands positioning themselves to have and even job opportunities through our astronger presence in the market? industry leading recruitment programmes. The pandemic has challenged brands to rethink their position and role in society. Should companies embark on their Manyhavestrengthenedtheir presence by branding investments in the wakeofthe giving back to the community and are heavi- Covid-19 resurgence? ly utilising digital platforms as away to com- Yes, it is important to reinforce the brand’s municate with their consumers. role in these times and our ability to support consumer needs despite the challenges What steps are the companytaking to caused by the Covid-19 pandemic. cement its brand image among consumers amid achallenging year? What are some of the keyelements for We will continue to provide relevant solu- asuccessful branding exercise? tions to support our consumers during these It is important to always create messages HENG ZEE WANG challenging times. that continue to be relevant and timely This includes our health and wellness while staying true to the brand’spurpose Chief Marketing Officer programme AIA Vitality; free Covid-19 cover- and values. AIA Malaysia

In view of the Covid-19 pandemic, how positioned to not only ride are brands positioning themselves to have through these challenging times, astronger presenceinthe market? but thrive in the years ahead as ForEcoWorld, we want to be at the top of we swiftly adapt to new market people’sminds as abrand that is supportive realities and seize every oppor- and nurturing in meeting both the physical tunity presented to us. and emotional needs of our customers in these uncertain times. What are some of the key elements for asuccessful What steps are the companytaking to branding exercise? cement its brand image among consumers Having aclear and consistent amid achallenging year? brand voice whilst remaining Our extensive efforts over the last few true to our brand’score values is years to digitalise every aspect of our busi- essential. ness, as well as the early investments to Should companies embark on their At EcoWorld, all our projects carry a DATUK CHANG KHIM WAH create astrong digital brand presence across branding investments in the wakeofthe certain DNA that reflects our brand values, President and CEO multiple online platforms, have helped us Covid-19 resurgence? and we believe strongly in integrating these Eco World Development Group Bhd broaden and deepen our market share. We areconfident that EcoWorld is well values into every aspect of our business.

In view of the Covid-19 pandemic, how taking to cement its brand image among embark on their branding investments in are brands positioning themselves to consumers amid achallenging year? the wakeofthe Covid-19 resurgence? have astronger presenceinthe We focus on staying We believe that brands need to continue market? relevant to consumers investing in creating long-term value to In these uncertain times, it is by continuing to deliv- achieve long-term success. more important than ever for er meaningful content Brands should be agile and efficient in brands to continue their mission that resonates with engaging consumers and invest efficiently in by staying true to their brand them and by being a the right mediums to deliver the right mes- purpose and leaving apositive brand that takes action sages through the right touchpoints. impact on the community. to makeapositive dif- Nestle Omega Plus’ mission is ference in consumers’ What are some of the keyelements for to create awareness amongst lives. asuccessful branding exercise? Malaysians on the No.1 killer We do this by con- Building apowerful brand purpose by put- heart disease and galvanise them necting with them ting consumer first is amust. This will set us to takeaction towards optimising through the right medi- apart from the competition while staying their heart’shealth. ums and touchpoints. close to the consumers’ hearts. This in turn LAM PUI YUEE will help to foster brand love. Business Executive Officer –Milks, What steps are the company Should companies Nestle (M) Bhd

In view of the Covid-19 pandemic, how it) as well as various and continuing to engage are brands positioning themselves to have branding campaigns with them is key. astronger presenceinthe market? that spread positivity Nando’shas always been abrand that under the theme of What are some of the focuses on making apositive impactinthe Keep the Flame keyelementsfor asuc- communities we’re in. Covid-19 gave us the Burning i.e. Receleb- cessful branding exer- opportunity to give back to the community rate campaign and cise? and solidify our position as ameaningful #ForMalaysiaKita. Remain true to your brand that’smore than just chicken. companies brand values Should companies and purpose –Nando’s is What steps are the companytaking to embark on their Changing Lives, Together. cement its brand image among consumers branding invest- Understand your con- amid achallenging year? ments in the wakeof sumers and ensure that This year, Nando’sisfocused on living our the Covid-19 resurgence? your brand proposition is relevant to your purpose and being ameaningful brand. We It’simportant to remain relevant and target audience. STEPHEN CHEW have conducted several programmes that understand that consumers’ needs and per- Continue to engage with consumers to CEO gave back to the community (Kind Dining, ceptions have changed due to the pandemic. build emotional affinity in asincere and Nando’sMalaysia No Chuckin’ Our Chicken and Member Gift- Evolving to stayrelevant with consumers authentic manner. THE STAR, FRIDAY 5FEBRUARY 2021 PutraBrand Awards 202020 43 Thepromise of tomorrow To live with onefootinthe future is part of Toyota’s DNA

Dear Malaysia, unexplored land of possibilities, it is an and the overwhelmingly positive recep- we are launching our brand new ever-changing landscape of ideas and tion towards our GR products have platform, Toyota Synergised Mobility. WE hopeyou are well and in good innovation. To live with one foot in the shown that we are indeed on the right With Toyota Synergised Mobility (TSM), health. future is part of our DNA. Years maypass course, that is to stayfresh andexciting. our goal is to bring the very best of In more ways than one, last year butour philosophywillalwaysremain To our most loyal customers, we would Toyota technologies under one roof so felt somewhat likeafever dream. the same –toput notjustour customers, liketoextend our sincerest gratitude for you can equip yourself with the best Much likeall of you, when the clock but also society,first. your trust and support. We are incredibly vehicle to suit your needs. We believe struck midnightonDec 31, 2019, we As abrand, it is crucial to adapt to the honoured to be awarded with platinum that technology should be simple. It stepped into 2020 with high hopes and demands of not only the contemporary in the PutraBrand Awards 2020 for best should not be seen as an additional tool, big dreams. We had aclear vision of market but also the needs of our nation. automotive brand for the second year but an extension of your body. what we wanted to achieve. The things With our subsidiary Toyota Boshoku Sdn running. This award not only reflects the Technology should synergise with you we wanted to do, they were aplenty. Bhd, we are proud to have been able to hard work of our employees, but it is a and simplify the difficult so you can Though as we all know,sometimes assist in the making of various personal testament to your trust in our technology, achieve your goals seamlessly.Going things do not always go as planned. protective equipment (PPE) through our innovations, and most importantly our forward,TSM will be the pillar and foun- While we are sure you have heard this available facilities. Wherever possible, service and network support. In ayear dation to our approach to technology. said more times than you wish to remem- we find it to be of the utmost importance filled with great challenges,itistruly a Once again, we would liketothank you ber, it was truly in the most trying waya to assist where and when we can. special one and we hold it dearly to our for your continuous support. It is anew challenging and unprecedented year for Because when the lights go off either hearts. and exciting chapter and we hope you our nation and the world. We have all at our offices, factories, workshops or In the spirit of looking ahead, we are continue to be with us as we embark on had to adapt and assimilate ourselves to homes, it is integral that we finish our constantly pushing the limits and stretch- this journey.Whileitisanew year, the anew norm, one that called for areimag- daybydelivering on our brand promise. ing the realm of possibilities. But innova- fight still goes on. But we are at our ining of even the simplest everydaytasks. Despite achallenging start to the year, tion does not happen overnight. It is a strongest together, so let us continue to Now in 2021, we must continue to look we still had to hit the ground running. back and forth, trial and error, and lift each other up as one nation, united. ahead. If one thing has stood true during The past few years, we have been hard at constant process. Innovation is only When we are all synergised, tomor- the past 12 months, it is that we as a work in positioning ourselves to have a possible when we pursue it together. row’spossibilities are truly endless. nation are strongerwhenwecan lean on bigger presence and appeal with today’s Forustocreate ever-better cars, it is one another. Much likeour irreplaceable youths. We recognise that there is ahigh essential for us to understand the needs AKIO TAKEYAMA and heroic frontliners, we must also play demand for vehicles that not only looks of our customers and look beyond. This Deputy Chairman our parts to not only overcome, not to good, but is also packed with cutting-edge is in line with our global mission to UMWToyotaMotor Sdn Bhd simply return to the ways of the past, technology. produce “happiness” for all through but to strive for abetter future. Ultimately,brands stayrelevant mobility.Toforesee the technological RAVINDRAN K. At Toyota, we believe in the promise by staying connected to their target demands before it is needed. To stay President of tomorrow.Because tomorrowisan audience. Our Gazoo Racing endeavours active, not reactive. That is whythis year UMWToyota MotorSdn Bhd

Toyota is the platinum winner in the Automotive category of the PutraBrand Awards 2020. 44 PuPutrtra BrandAwards2020 THE STAR, FRIDAY 5FEBRUARY 2021 BRONZE WINNERS

In view of the Covid-19 pandemic, how We also increased our investment in the branding is key. Despite these challenging are brands positioning themselves to have digital environment, akey touchpoint to times, we continue to live up to Carlsberg’s astronger presence in the market? reach our consumers. pursuit of better by giving back to In Carlsberg’spursuit of better, we amend- Malaysians in need. ed our brand communication positioning to Should companies embark on their We rolled out various initiatives under be more relevant to the current consumers’ branding investments in the wakeofthe Safer Together to support consumers, trade sentiment. We connect with them emotional- Covid-19 resurgence? customers and schools and will continue to ly by engaging them through our initiatives While the belief is for companies to con- do so in hopes of creating abetter todayand by giving hope for abetter tomorrow. tinue with branding investments, communi- tomorrow. cations must be exercised tactfully amidst What steps are the companytaking to the current pandemic. cement its brand image among consumers It is vital to stayrelevant to consumer amid achallenging year? sentiments and communicating through the We invested our marketing funds to sup- right channels, platforms and content. port local trade customers and consumers CAROLINE MOREAU through our Safer Together initiatives such What are some of the keyelementsfor Marketing Director as Adopt AKeg, Coffeeshop Program, Bring asuccessful branding exercise? Carlsberg Malaysia Me Home and Safer Schools. Living up to its brand purpose across its

In view of the Covid-19 pandemic, how We believe that companies should contin- are brands positioning themselves to have ue branding investments through better astronger presenceinthe market? understanding of the ever-changing consum- Somersbyhas always been abrand that er landscape. Consumers are shopping encourages positivity.Inthis uncertain time, online, making careful decisions through Somersbyiswell-poised to advocate this research and reviews more than before. message while giving the brand astronger presence and voice in the market. What are some of the keyelementsfor asuccessful branding exercise? What steps are the companytaking to The first step is to put consumers’ interest cement its brand image among consumers at the heart of the business. Consistency is amid achallenging year? keywhenitcomes to brand communication. The brand stays optimistic yet empathetic, by introducing product ideas likeIce and Abrand’spurpose,equity,reputation and which is evident across all of Somersby’s Dice, as well as Somersbycocktail recipes. tone of voice are keyrecipes that differenti- platforms. Somersbyputs“we”before “me” ate us from competitors. Consumers with CAROLINE MOREAU and aims to inspire consumers to spread Should companies embark on their similar values tend to associate themselves love and positivity,even when apart. branding investments in the wakeofthe with the brand and develop brand love over Marketing Director We also try to elevate stay-home moments Covid-19 resurgence? time. Carlsberg Malaysia

In view of the Covid-19 pandemic, how in line with current consumer trends, Consumers are able to recall and associate are brands positioning themselves to have which are increasingly focused on health brands with certain products or categories astronger presenceinthe market? management amid the Covid-19 pandemic. that come to mind. Brands worldwide are seen to emphasise health-conscious themes and have increased Should companies embark on their their digital presence to maintain brand branding investments in the wakeofthe exposure. Covid-19 resurgence? Manyconsumers are still undergoing Yes, branding investments with proper work-from-home measures and are more planning and due diligence are crucial even likely exposed to digital and social media in times of crisis, as companies that manu- platforms. facture products or provide services require branding strategies to successfully reach out What steps are the companytaking to and sell to potential customers. cement its brand image among consumers amid achallenging year? What are some of the keyelements for The companyaimstodevelop digital asuccessful branding exercise? DATUK DR PA NOK CHING marketing strategies, particularly on social Aproduct with excellent quality and prov- CEO media, that highlightall thestrongpointsof en effectiveness is what prepares us for a Jin Bin Corporation Sdn Bhd health supplements and nutritional products successful branding exercise.

In view of the Covid-19 pandemic, how This includes platforms likeGLOnline asuccessful branding exercise? are brands positioning themselves to have Property Deals, consolidating offers and As always, relevance and consistency are astronger presence in the market? information across our townships and the the keywords of effective branding. Aside from greater digital engagement, GL Virtual Experiential Gallery. With consumers prioritising trustworthy there is also arapidshift within the property brands which have their interests at heart, sector, where our products are designed and Should companies embark on their we have focused on upholding and propagat- planned according to lessons learnt from this branding investments in the wakeofthe ing our motto –Sincere, Responsible, pandemic. Covid-19 resurgence? Original –through all our communication Our homes now represent the hopes and Branding commitments are more crucial channels. aspirations of Malaysians living under lock- than ever as external expressions of an down. organisation’svalues. The waythese values are upheld and What steps are the companytaking to how they resonate with stakeholders are cement its brand image among consumers what will determine brand success in the YUEN CHEE MENG amid achallenging year? post-Covid-19 operating and business Our branding efforts have taken acon- environment. Executive Director, Branding and sumer-first approach by positioning Gamuda Customer Experience Land at the forefront of digital space. What are some of the keyelements for Gamuda Land

In view of the Covid-19 pandemic, how to the extent of providing all Malaysians differentiated experiences and maintaining are brands positioning themselves to have complimentary special Covid-19 coverage. meaningful relationships with them. astronger presenceinthe market? Ensuring customers are well-served and Brand positioning matters now more than protected, we enable them to connect with What are some of the keyelements for ever. Although the waywedothings has our wealth planners virtually. asuccessful branding exercise? changed, our purpose has not. Through our Pulse by Prudential app, Communicate aclear purpose that matters Brands that continue to be relevant by which is free for all Malaysians, we to people, bring it to life in arelevant man- being customer-centric and delivering empower them to takecontroloftheir ner and drive it consistently. experiences that go beyond expectations health and well-being. Demonstrate brand authenticity by con- will stayatthe forefront of customers’ necting and resonating with consumers at minds. Should companies embark on their the emotional level, making adifference in branding investments in the wakeofthe their lives and doing things that matter to What steps are the companytaking to Covid-19 resurgence? them. cement its brand image among consumers Abrand’skey survival factor in anysitua- ERIC WONG amid achallenging year? tion is holding on to its purpose, relevance Chief Customer and Marketing Driven by our purpose to help people get and ability to innovate, adapt and evolve Officer, Prudential Assurance the most out of life, we continue to engage with changing circumstances. and deepen our relationship with customers Brands need to focus more efforts on Malaysia Bhd and deliver solutions that meet their needs, anticipating customer needs, delivering THE STAR, FRIDAY 5FEBRUARY2021 45 46 PuPutrtra BrandAwards2020 THE STAR, FRIDAY 5FEBRUARY 2021 BRONZE WINNERS

In view of the Covid-19 pandemic, how place to handle anysituation. Should companies embark on their are brands positioning themselves to have branding investments in the wakeofthe astronger presence in the market? What steps are the companytaking to Covid-19 resurgence? Brands have taken steps to maintain rele- cement its brand image among consumers If anything, 2020 has taught the world that vance considering the change in consumers’ amid achallenging year? people are resilient. To invest in brand build- lifestyle. This has opened up doors to alot of Airasia has always been abrand centred ing is also to invest in people. brands fromanadvertising point of view around people as evident from our tagline, The Covid-19 resurgence does not mean because they are now on channels they Now Everyone Can Fly.The shift inbusiness that brand building cannot continue. It’sjust would probably not have been on before. focus to maintain relevancyhas been core to amatter of how it is done and how much However, some have also had to look into guiding our progress and staying in the and where the brand invests. reshaping their offerings such as what we minds of consumers. With digital transfor- have done at AirAsia, by taking that step to mation at the wheel, we introduced new What are some of the keyelements for really drive our other businesses. offerings through airasia.com, the Asean asuccessful branding exercise? The entrepreneurial mindset ingrained in super app for everyone. We pride ourselves on being adisruptive the business and the fact that our co-founder It wasn’t about letting abad yearbeabad leader with aclear and deep understanding RUDY KHAW Tony Fernandes constantly reminds us to year but rather making the best of it and not of value, our customers and the technology Chief Brand Officer “never waste acrisis” has enabled us to be a giving up. We will keep building on our itself. Even as the airline and tourism indus- Airasia Group step ahead well before Covid-19 hit, by strengths so as to emerge stronger when tries are harshly affected by the pandemic, ensuring all the building blocks were in normalcy returns. as abrand we never let that deter our vision.

In view of the Covid-19 pandemic, how audiences by communicating through alarge asuccessful branding exercise? are brands positioning themselvestohave number of touchpoints that are relevant to Some of the keyelements, but not the only astronger presence in the market? them, from in-store to digital mediums and ones, would be the relevanceofthe message Brands need to strive to remain relevant television. conveyed (tone, voice and “on-brand”), deep to their target audience, especially in situa- knowledge of the brand’starget consumer, tions likethis pandemic. Should companies embark on their as well selecting the right touchpoints for Adapting the product range to meet branding investments in the wakeofthe anycampaign. ever-changing consumer needs (i.e. pack Covid-19 resurgence? sizes and prices) as well as communicating Yes, there is no doubt that brands should in arelevant and empathetic wayare two sustain their branding investments. ways of keeping astrongpresence. Building brand love takes time. In unique moments likethis pandemic, it is important Whatsteps are the companytaking to for investments to be relevant and tailored cement its brand image among consumers to the emotional needs created by the amid achallenging year? situation to create strong bonds with FRÉDÉRIC PORCHET Building “brand love” is akey priority for consumers. Business Executive Officer– most brand owners, who should strive to Confectionery,Nestlé (M) Bhd maketheir brands visible to their target What are some of the keyelements for

In view of the Covid-19 pandemic, how our promise of creating great value for are brands positioning themselves to have customers. astronger presence in the market? Changing consumer trends, needs and Should companies embark on their preferences due to the Covid-19 pandemic branding investments in the wakeofthe have heightened the need to up the ante on Covid-19 resurgence? digital platforms. In engaging with consum- Yes, it is needed to be competitive as many ers, communication on reassurance and opportunities have risen from the pandemic safety continues to be an important factor. due to the quick and agile response of busi- nesses to meet post-Covid-19 needs and What steps are the companytaking to demands. cement its brand image among consumers amid achallenging year? What are some of the keyelements for We continue to build trust, particularly in asuccessful branding exercise? LINDAHASSAN terms of safety and hygiene through our Consistent, differentiated and innovative Group Chief Marketing Officer “Count on Domino’s” promise. As the leader offerings in tandem with changing consumer Domino’sPizza Malaysia, in providing convenience, efficient and safe needs and behaviour. Distinctive service to while being innovative and future forward delivery and carry-out services, we maintain set it apart and stand out from the crowd also opens up new opportunities. Singapore and Cambodia

In view of the Covid-19 pandemic, how We focus on staying relevant with con- Brands should be agile and efficient in are brands positioning themselves to have sumers by continuing to deliver meaningful engaging consumers and invest efficiently in astronger presence in the market? content that resonates with them and by the right mediums to deliver the right mes- In these uncertain times, it is even more being abrand that takes action to makea sages through the right touchpoints. important for brands to continue positive difference in consum- their mission by staying true to ers’ lives. We do this by con- What are some of the keyelements for their brand purpose and making necting with them through asuccessful branding exercise? apositive impact on the commu- the right mediums and touch- Building apowerful brand purpose by put- nity. points. ting consumer first is amust. This will set us Nestum’spurpose is to support apart from the competition while staying Malaysians from all walks of life Should companies close to the consumers’ hearts. This in turn with nutritious yet affordable embark on their branding will help to foster brand love. light meal solutions. investments in the wakeof the Covid-19 resurgence? What steps are the company We believe that brands LAM PUI YUEE taking to cement its brand need to continue investing in Business Executive Officer –Milks, image among consumers amid creating long-term value to Nestle(M) Bhd achallenging year? achieve long-term success.

In view of the Covid-19 pandemic, how continue giving back to society and bility and transparency during this crisis. are brands positioning themselves to have contribute towards nation-building. It is critical for brands to employtactful astronger presence in the market? marketing that acknowledges the pandemic, The pandemic has prompted brands to Should companies embark on their while continuously reflecting positive values reconsider their values within acommunity branding investments in the wakeofthe to the audience. that has become increasingly cautious and Covid-19 resurgence? yet hopeful. More than ever, Malaysians are Against the current environment of uncer- craving news and entertainment for connec- tainty and an altered market with new con- tivity and comfort. sumer behaviours, instead of branding Since 1845, NSTP has offered generations investments, companies maylooktooptimis- of Malaysians the best content and products ing their marketing practices to better reflect that are relevant, compelling and attractive. the increase in online transactions, commu- nications and social face-time with consum- What steps are the companytaking to ers. MUSTAPHA KAMIL MOHD JANOR cement its brand image among consumers Executive Director amid achallenging year? What are some of the keyelements for (News &Editorial Operations), To cement NSTP’sbrand image, we have asuccessful branding exercise? set three main aims –tofocus onour core Context, clarity and consistency are the Media Prima Bhd business of content generation; to maximise three main elements in anysuccessful CEO –NSTP(M) Bhd the value of every NSTP product; and to branding with afocus onempathy, sustaina- THE STAR, FRIDAY 5FEBRUARY 2021 PutraBrand Awards 20202020 47 BRONZE WINNERS

In view of the Covid-19 pandemic, how sised that we would maintain the continuity cal connectivity and additional staff to shift are brands positioning themselves to have of our students’ education and well-being. our educational model online. This way, we astronger presence in the market? We set up aRM1.5milcompassionate and can not only keep providing quality educa- By adapting to innovative ways of deliver- hardship package for students suffering tion, but also ensure that the infrastructure ing. Collaborative technology has enabled financial hardship due to the Covid-19 crisis. can continue serving beyond this current teams to stayconnected and productive. We have alsosupportedgovernment efforts predicament. PROF ANDREW Brands also need to adhere to and pro- such as paymentstostudents, food vouchers mote measures to help curb the pandemic for students living in residencesand helping What are some of the keyelements for WALKER such as social distancing and mask-wearing. students return to theirhometowns. asuccessful branding exercise? President Despite 2020 being amost challenging and Pro Vice- What steps are the companytaking to Should companies embark on their year, Monash University Malaysia has con- Chancellor cement its brand image among consumers branding investments in the wakeofthe tinued its work as aresearch-intensive uni- Monash University amid achallenging year? Covid-19 resurgence? versity committed to innovation. The ability Malaysia Throughout 2020, we consistently empha- Monash has invested in expertise, techni- to adapt and change is also more vital now.

In view of the Covid-19 pandemic, how on helping those who depend on our plat- by focusing on what is important to their are brands positioning themselves to have form –fromusers with safer access to every- community and helping Malaysia rebuild. astronger presence in the market? dayessentials, to our community of partners With the Covid-19 pandemic, it is even (drivers, delivery riders and merchants) with What are some of the keyelements for more vital for brands and companies to income opportunities. asuccessful branding exercise? adopt ahyper-localised approach to address Hence,our efforts focused on helpingto Some of the keyelementswehaveput in what matters most to Malaysians at atime drive demand for businesses suchasboost- practice are: when businesses, especially small and tradi- ing visibility forlocal heroes onthe platform, >Authentic purpose-driven strategies – tional ones, are still trying to adjust and while also making users’ needs more afforda- knowing when, where and how to spend so HASSAN access to needs are limited. ble through promotions and initiatives. that communities can also benefit. ALSAGOFF >Being agile –toquickly identify and What steps are the companytaking to Should companies embark on their respond to sharp shifts in consumer behav- Country Marketing cement its brand image among consumers branding investments in the wakeofthe iour trends to remain relevant and. Head amid achallenging year? Covid-19 resurgence? >Applying innovation and creativity –to Grab Malaysia As ahomegrown brand, Grab is focused Brands should be more community-centric deliver aseamless consumer experience.

In view of the Covid-19 pandemic, how Should companies embark on their are brands positioning themselves to have branding investments in the wakeofthe astronger presenceinthe market? Covid-19 resurgence? Fans are still anecessity in every house- Branding and advertising are very impor- hold, regardless of whether consumers are tant no matter how bad the business is. It earning ahighorlow income. Table fans, reminds customers about the existence of ceiling fans, stand fans and wall fans all play the brand. an important role in keeping Malaysians cool and breezy. What are some of the keyelements for KAZ KAWASAKI asuccessful branding exercise? Chief Operating What steps are the companytaking to We have maintained our product quality Advertising in all mediums such as bill- Officer cement its brand image among consumers and service to ensure that everything is tip boards as well as online and newspaper KDK Fans (M)Sdn amid achallenging year? top. advertisements. We also prioritise product KDK works hand in hand with our author- In addition, there has been no price quality,design and service. We believe word Bhd ised dealers to promote KDK products. increase for our products. of mouth is important. 48 PuPutrtra BrandAwards2020 THE STAR, FRIDAY 5FEBRUARY 2021 BRONZE WINNERS

In view of the Covid-19 pandemic, how through websites and social media. nicating with consumers about their prod- are brands positioning themselves to have To maintain customer loyalty and trust ucts and servicesinorder to stayatthe top astronger presence in the market? during these uncertain times, health and of their minds. In line with the changing media consump- safety measures have been reinforced Poh Kong adopts acautious invest- tion habits and growing preference for to bring customers back to physical ment strategy to ensure that compa- online shopping, marketing efforts have store while assuring them that ny cashflowisnot further impact- shifted online. their shopping spaces are safe. ed. To stayrelevant, Poh Kong has ramped up While people are decidedly In addition, we have to be alert capacity for online transaction and digital more mindful about spending for the latest Covid-19 announce- interaction by adapting strategies that focus during the crisis, we have intro- ments by the government and on social media, live commerce, e-commerce, duced affordable gift collections be flexible with the communica- mobile app and digital marketing. so that customers can still get tion channels we use to reach their money’sworth. consumers. What steps are the companytaking to DATUK CHOON YEE SEIONG cement its brand image among consumers Should companies embark What are some of the key amid achallenging year? on their branding investments elements for asuccessful Executive Chairman and Group Poh Kong has adapted business practices in the wakeofthe Covid-19 branding exercise? Managing Director that suit the Covid-19 “new normal” by offer- resurgence? Be empathetic, relevant and Poh Kong Holdings Bhd ing delivery services and online purchasing Brands have to continue commu- timely.

In view of the Covid-19 pandemic, how Should companies embark on their are brands positioning themselves to have branding investments in the wakeofthe astronger presence in the market? Covid-19 resurgence? Brands need to relate to the consumers’ Branding is acommunication activity that new needs and address their concerns. For should never sto, but its tone, message and example, consumers now prefer more essen- delivery can be tweaked. Times likethis tial loungewear shoes and are looking for offer achance for brands to support the more value, comfort and savings. community and maintain top-of-mind recall.

What steps are the companytaking to What are some of the keyelements for cement its brand image among consumers asuccessful branding exercise? amid achallenging year? The keyelementsare aclearly defined We have embarked on several projects to vision and mission; mobilising the entire give back to the community,including organisation in the direction of the brand donating one million shoes globally to promise; and consistency in the communica- AJAYRAMACHANDRAN frontliners and helping the needy through Additionally,wehavechanged the tone of tions process both externally and internally. monthly corporate social responsibility our communications and products to better All elements of abrand’stouchpoint with Country Manager programmes. relate to the needs of consumers. consumers need to saythe same thing. Bata Malaysia

In view of the Covid-19 pandemic, how What steps are the companytaking to current trends. What matters most is the are brands positioning themselves to have cement its brand image among consumers right direction of branding investment and astronger presenceinthe market? amid achallenging year? using the right platform for optimum results. Now more than ever, brands need to Enhancement of customer experience and amplify their voices for astronger presence engagement through digital adoption is vital. What are some of the keyelementsfor in the market. Consistency of appearance Mydin has been exploring creative digital asuccessful branding exercise? through afusionofdigital and human marketing strategy and content. We believe Brand voice: Enthusiastic and authentic dimensions is important. this leap is important to resonate positive brand voices to win customers’ confidence. As awholesalerand retailer, we are in brand perception and engagement with Mydin believes in the participation of the direct communication with consumers and existing and potential customers. company’smanaging director as our own suppliers. Mydin enforces strict standard We also associate our brandwithhumani- brand ambassador will lead to good bonding operating procedure compliance and period- tarianefforts through Tabung Mydin Prihatin, and positive public perception. ical sanitising works in all premises. our corporate social responsibility platform. Brand experience: Word of mouth, social Awareness is important to ensure that experience of the brand to expand customer consumers feel safe and confident about the Should companies embark on their base. Share of voice and sentiment are brand’spromises. Above all, brands must branding investments in the wakeofthe important to measure the brand’spresence. DATUK AMEER ALI MYDIN care for and protect their staff, consumers Covid-19 resurgence? Market understanding: Creation of Managing Director and partners to enable their brand presence Definitely.Companies will always have to in-trend marketing strategies to strengthen Mydin Mohamed Holdings Bhd to become stronger. innovate their strategies to be in line with brand position.

In view of the Covid-19 pandemic, how rience. We arealsomore focused and pre- are brands positioning themselves to have cise in our consumer communications and astronger presence in the market? activations. Brand building is amarathon run and needs to continue at all times with various Should companies embark on their stages, timings and situations. branding investments in the wakeofthe Depending on the industry,brands can Covid-19 resurgence? look at pockets of opportunity to allow their Companies should takeadvantage of the brand building to continue and remain fact that consumers now have more time to relevant. read, watch television and try new things during this period to invest in branding that What steps are the companytaking to is relevant to the new norm. cement its brand image among consumers amid achallenging year? What are some of the keyelements for We startwiththe core of the brand, which asuccessful branding exercise? NG YAP is our staff, to deliver our brand experience Understand your consumers and what with full confidence. makes them keep coming back. Brands must and focused branding communication and CEO We continue to invest in our store eleva- be kept up to date and relevant to consumer execution is essential for asuccessful brand- MSTGolf Sdn Bhd tion, which provides abetter shopping expe- behaviour and expectation changes. Precise ing exercise.

In view of the Covid-19 pandemic, how sumers, who were being forced to spend purpose of consumer interactions. are brands positioning themselves to have more time at home. astronger presenceinthe market? In addition, the introduction of Munchy’s What are some of the keyelementsfor When the world went into lockdown, new,innovated products was important to asuccessful branding exercise? consumers turned their attention towards reinforce our brand image. Munchy’shas Brand promise, product positioning brands that they were most loyal to. also hastened the adoption of e-commerce. and brand perception. Brand promise is Munchy’siscertainly Malaysia’sfavourite important in defining experiences that brandwhen it comes to biscuit snacking. Should companies embark on their create interest among consumers, as well We continue to stayfaithfulwith our branding investments in the wakeofthe as product credibility. brand identity and strategy to drive visibility Covid-19 resurgence? Aunique and meaningful positioning ena- and top-of-mind recall.Wecontinue to com- The rapid digital adoption driven by the bles the brand to stand out in the market. mit ourselves to serving consumers with pandemic will continue even after recovery. Meanwhile, agreat brand portraysapercep- tasty biscuits for everyone in the household. Companies should accelerate digital invest- tion that is aligned with brand aspirations ment in response to the evolving consumer and in sync with consumers’ needs. What steps are the companytaking to needs. Keeping our brand promise has always RODNEYWONG cement its brand image among consumers With social distancing as the new norm been the recipe for our success. Munchy’s amid achallenging year? and e-commerce an important sales platform will continue to provide fun and delicious CEO We launched an impactful online market- for manybrands, companies have to quickly biscuits and snacks for everybody around Munchy Food IndustriesSdn Bhd ing campaign that resonated with our con- innovate and leverage technology for the the world. THE STAR, FRIDAY 5FEBRUARY 2021 PutraBrand Awards 20202020 49 BRONZE WINNERS

In view of the Covid-19 pandemic, how enables us to stayrelevant. The context and However, there is greater call for brands are brands positioning themselves to have motivation behind consumers’ experiences to makesuchinvestments responsibly and astronger presence in the market? have been affected by the pandemic. be strategic in terms of their choices. The Covid-19 pandemic has truly chal- Purchase behaviours have also shifted, lenged the resilience of every brand in the so embracing and staying ahead of these What are some of the keyelements for market. Brands that continue to stayrele- changes are critical to brand building. asuccessful branding exercise? vant are those that have adapted to the Afew elements that have helped Pantene JESSICA BISCOCHO- stronger shift to digital and brands, and Should companies embark on their succeed through the decades are: whose communication remains rooted in branding investments in the wakeofthe 1) Rooting deeply in consumers’ unmet ENCARNACION relevant local consumer insight. Covid-19 resurgence? needs and local insights. Brand Director for Branding investments continue to be 2) Clarity on the role of the brand and its Hair Care (Malaysia, What steps are the companytaking to important in serving our consumers, right to win in addressing these needs. Singapore and cement its brand image among consumers especially in categories where the benefits 3) Agility in adapting to trends and market Vietnam) amid achallenging year? remain relevant even in the time of a realities. Procter &Gamble Understanding evolving consumer insights pandemic.

In view of the Covid-19 pandemic, how ed cleaning and pest control brands that in the current context. are brands positioning themselves to have help consumers keep their homes clean and astronger presence in the market? safe during these difficult times. What are some of the keyelements for With higher levels of uncertainty,consum- We aretaking all steps necessary to keep asuccessful branding exercise? ers are choosing trusted brands that meet our plants running safely so that these Asuccessfulbranding exercise communi- their needs for ahigh-quality product. products remain available to consumers. cates whythe brand exists and what it Trusted brands that are winning in the stands for. market are those that are effectively commu- Should companies embark on their This requires the brand equity to be rele- nicating how they meet underserved con- branding investments in the wakeofthe vant and uniquewithinthe competitive set, DAVID JACOBS sumer needs with afairvalue proposition. Covid-19 resurgence? and it must communicate and deliver bene- Senior Director, As building trusted brands is along-term fits that meet underserved demand in the What steps are the companytaking to investment, companies should continue to category. Marketing Asean cement its brand image among consumers invest in their brands but with the appropri- SC Johnson Asia amid achallenging year? ate sensitivity to the consumer situation by Pacific We feel fortunate to produce and sell trust- finding ways to maketheir brand(s) relevant

In view of the Covid-19 pandemic, how amid achallenging year? Covid-19 resurgence? are brands positioning themselves to have In 2020, Redoxon collaborated with food Covid-19 has offeredachance forcompa- astronger presence in the market? delivery platform Dah Makan and distribut- nies to build greater consumer trust.We Brands are stepping up efforts to demon- ed more than 40,000 samples during believe it is crucial to drivebrand investment strate how we are in this crisis together. Ramadan to remind those who were fasting withagility and creativity,and alignwithcon- SOOK FUN LEONG Companies are showing solidarity with to stayhealthyand support their immunity sumerneeds, markettrendand sentiment. Managing Director frontliners and caring for communities. during the fasting month. Bayer Co Malaysia Redoxon is living up to its brand promise We also partnered with Malaysia Airlines What are some of the keyelements for Country Division as “the defender of health” by providing self- and provided passengers with complimenta- asuccessful branding exercise? Head care packages for Malaysia’shealthcare ry inflight Redoxon samples to support the Asuccessful branding exercise stems from Bayer Consumer workers and distributing Redoxon samples airlines’ commitment to safeguarding the making abrand or product relevant to con- as areminder for people to stayhealthy. health of its passengers. sumers. That is whyRedoxon strives to make Health, Malaysia, people’slives better with healthyimmunity. Singapore &Brunei What steps are the companytaking to Should companies embark on their Another keyelement is to keep communica- cement its brand image among consumers branding investments in the wakeofthe tions simple, relevant and authentic. 50 PuPutrtra BrandAwards2020 THE STAR, FRIDAY 5FEBRUARY 2021 BRONZE WINNERS

In view of the Covid-19 pandemic, how nities for savings, ensuring customers’ safety psyche, behaviours and sentiments of are brands positioning themselves to have and upholding high product and service consumers that have likely shifted during astronger presence in the market? quality. the pandemic. Brands have invested to build stronger It is then important to utilising those brand empathybyputting people first and Should companies embark on their insights in ways that can improve customers’ being more sensitive towards the current branding investments in the wakeofthe experiences and their relationship with the situation. Covid-19 resurgence? brand. Furthermore, brands are playing aroleto With the disruption caused by the unite people during aperiod when physical pandemic, companies should reassess their distancing is being enforced. relationship with consumers. Brands need to be present throughout What steps are the companytaking to the lives of its users during both good and cement its brand image among consumers challenging times. amid achallenging year? We have been following through on What are some of the keyelements for DANNY CHEN Petron Malaysia’scommitment to fuel the asuccessful branding exercise? best customer experiences despite the pan- Companies must have deeper consumer Marketing Manager demic by providing more value and opportu- insights that identify with the emotional Petron Fuel International

In view of the Covid-19 pandemic, how were able to reinvigorate and maintain ForSenheng, it would be putting custom- are brands positioning themselvestohave customer engagement. ers at the heart of our business and under- astronger presence in the market? standing their requirements in these chal- In an overly saturated global virtual mar- Should companies embark on their lenging times. ket, Senheng’spositioning strategy is keyto branding investments in the wakeofthe We are also exploring the digitalised tech- communicating our brand core propositions Covid-19 resurgence? nology platform to aid our operational func- –value, peace of mind and convenience that The competition for brand recognition has tions. All this can only be done with astrong, is relevant and of value to consumers. never been more fierce. Digital-native new- dedicated team that is determined to excel comers are using tech-savvy,direct-to-con- despite the current crisis. What steps are the companytaking to sumer approaches to enjoyunprecedented cement its brand image among consumers ease of entry.Theyare weaving compelling, amid achallenging year? socially conscious brand stories on social To implement asuccessful customer- media. centric brand strategy,Senheng was quick Hence, branding investment is crucial to to adopt aseries of measures including communicate our differentiation story. LIM KIM CHIENG communication and operational excellence. President This included product offering and an What are some of the keyelements for Senheng Electric (KL) Sdn Bhd omnichannel experience from which we asuccessful branding exercise?

In view of the Covid-19 pandemic, how programmes so that customers can experi- duction with high-value content that creates are brands positioning themselves to have ence the SK hospitality as well as boutique emotional impact. astronger presence inthe market? delivery wherebycustomers can purchase Every brand should identify its strengths items from the boutique and have them Should companies embark on their and weaknesses during the Covid-19 pan- delivered/picked up on the same day. branding investments in the wakeofthe demic. The main objective is to makeiteasierfor Covid-19 resurgence? ForSK, we have clear target consumers. consumers to get their preferred products Yes. After afew boutiques were closed, we without going to SK boutiques. realised that targeted consumers now tend Increasing brand awareness on anyavail- What are some of the keyelements for to shop online for the items and apparel that able social media platform is also necessary. asuccessful branding exercise? they use daily. Know your products well. Be unique and In line with this, companies need to What steps are the companytaking to stand out from other products. Also, prod- change the direction of their marketing strat- cement its brand image among consumers ucts must be created as asolution to con- egies by enhance their digital marketing and amid achallenging year? sumers’ problems. Always explore new marketplace presence (Shopee, Lazada, Grab Good planning of promotional activities knowledge and methods of innovation. Mart, Panda Mart). and campaigns for the right target consum- MOHAMMAD MUNZIR AMINUDDIN Companies should also upgrade their offi- ers at the right time and the right digital Group Chief Operating Officer cial website to makeitmore user-friendly. marketing platforms. Siti Khadijah Apparel SdnBhd We introduced personal shopper/dropship We have also increased our creative pro-

In view of the Covid-19 pandemic, how consumers and continue to deliver our much asuccessful branding exercise? are brands positioning themselves to have loved teas to help everyone appreciate A“purpose-driven” brand is crucial to a astronger presence in the market? simplicity and togetherness at this time – successful branding exercise. Consumers BOH will continue to do what we have something Covid-19 has reminded us of. must know what the brand clearly stands for done well all these years –leveraging on our and the value they derive from it. legacy in passionately producing exceptional Should companies embark on their Touchpoints and connectivity are impor- Malaysian teas and offering consumers a branding investments in the wakeofthe tant. Brands must also demonstrate rele- unique tea experience to “lift” our spirits, Covid-19 resurgence? vance and resonate with consumer prefer- something we especially need given today’s BOH has always believed in taking along- ences. trying conditions. term view on brand investments to ensure consistency,sustainability and future What steps are the companytaking to growth. cement its brand image among consumers Brand investments which can lend an amid achallenging year? impact to important aspects such as preserv- As alegacybrand with over 90 years of ing the environment should not be deferred, CHEN CHAWCHANG history,BOH has journeyed with Malaysians even during apandemic. through manymilestones. ChiefCommercial Officer We remain focused on bonding with What are some of the keyelementsfor BOH Plantations Sdn Bhd

In view of the Covid-19 pandemic, how Should companies embark on their are brands positioning themselves to have branding investments in the wakeofthe astronger presence in the market? Covid-19 resurgence? Trust is paramount in uncertain times, so Absolutely,people are looking to familiar the keyistosolidify sentiments by showing brands in response to the pandemic. So, it is how abrand can support local communities important to remain present but with the through meaningful connections. right purpose and tonality.

What steps are the companytaking to What are some of the keyelements for cement its brand image among consumers asuccessful branding exercise? amid achallenging year? Be authentic. Don’t try to be everything for We areputting people first by prioritising everyone. Take astand when it comes to network stability,health and safety compli- what you believe in and share that story in ance. the hope that people will want to be apart Secondly,wehavemade life easier for ofit. IAN CHOE everyone at home with our broadband and digital capabilities to help lessen the impact Head of Brand Comms of the pandemic. Time dotCom THE STAR, FRIDAY 5FEBRUARY2021 51

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