For the third year running, the PETRONAS Group has captured the number one position in the Brand Finance’s league table of ‘Malaysia’s Top 50 Brands’. The brand ranking is based on the 2009 Brand Finance Report on Malaysia’s Intangible Assets and Brands produced by Brand Finance Singapore. According to the report, PETRONAS’ brand value for 2009 increased by 29.3 per cent to RM10.709 billion from RM8.279 billion in 2008, and has a brand rating of AAA- (extremely strong, with ‘+/-’ showing a more detailed positioning in comparison with the general rating group).
Brand Finance plc’s Chief Executive Mr David Haigh, who presented the award, said, “2008 saw the oil and gas industry operating in a highly challenging environment with escalating costs, forcing companies to incur high capital expenditures. Despite this, the PETRONAS Group managed to contain the impact of rising costs, and posted a 21.2 per cent and 31.5 per cent increase in revenue and net profit respectively from 2007. PETRONAS’ performance has also, in part, benefitted from the higher average oil price in 2008 compared to previous years.”
Mr Haigh added that PETRONAS is a company “that does its community service diligently, by quietly going away and doing it, which is quite different from most companies. PETRONAS always delivers and it comes out from the heart. That’s why PETRONAS is the No. 1 brand.”
Receiving the award on behalf of PETRONAS was Group Corporate Affairs’ General Manager for Strategy & Performance, Pn Noor Afiza M Yusoff. The award was presented at a ceremony held at Mandarin Oriental, Kuala Lumpur on 25 June 2009.
Trailing PETRONAS in the Top 10 list of the Most Valuable Malaysian Brands are Genting Berhad, Tenaga Nasional Berhad, Maxis Communications Berhad, YTL Corporation Berhad, Sime Darby Berhad, Malayan Banking Berhad, Telekom Malaysia, IOI Group and Resorts World Berhad.
AirAsia Berhad emerged as the Best Performing Malaysian Brand. “It has bucked the trend followed by other airlines that have reduced capacity and frequency of air travel, thus demonstrating resilience, tenacity and prowess,” said Mr Haigh.
Moving forward, he noted that large and stable brands with significant reach and share of voice would “gain exceptional market share in 2009, as short-sighted competitors blindly cut brand support during these challenging yet opportunistic times.”
He added that the question that brand owners should ask is, ‘What should be done to prepare for the upturn of the economy?’ “Now is the time to prepare and invest; more deeply understand the drivers to your brand value; sharpen your brand’s positioning and key points of difference; ensure organisational alignment to support consistency of brand delivery; increase value by acquisition; and promote and internationalise your brand.”
The Brand Finance Report on Malaysia’s Intangible Assets and Brands is based on an independent and unbiased analysis, according to Brand Finance Singapore. The objective of the report is to highlight that Malaysian companies can do more to leverage the value of their intangible assets and brands.
According to the report, the total value of Malaysia’s 50 largest brands and brand portfolios is RM61 billion, representing a 5.8 per cent decline over last year’s study. In addition, the brand values of most companies have decreased, especially for those in the banking industry due to the subprime crisis that affected the global financial market.
The Brand Finance Report uses the ‘Royalty Relief’ methodology, which is based on the notion that a brand holding company owns the brand and licenses it to an operating company. The notional price paid by the operating company to the brand company is expressed as a royalty rate. The Net Present Value of all forecast royalties represents the value of the brand to the business.
Brand Finance plc’s Chief Executive Mr David Haigh, who presented the award, said, “2008 saw the oil and gas industry operating in a highly challenging environment with escalating costs, forcing companies to incur high capital expenditures. Despite this, the PETRONAS Group managed to contain the impact of rising costs, and posted a 21.2 per cent and 31.5 per cent increase in revenue and net profit respectively from 2007. PETRONAS’ performance has also, in part, benefitted from the higher average oil price in 2008 compared to previous years.”
Mr Haigh added that PETRONAS is a company “that does its community service diligently, by quietly going away and doing it, which is quite different from most companies. PETRONAS always delivers and it comes out from the heart. That’s why PETRONAS is the No. 1 brand.”
Receiving the award on behalf of PETRONAS was Group Corporate Affairs’ General Manager for Strategy & Performance, Pn Noor Afiza M Yusoff. The award was presented at a ceremony held at Mandarin Oriental, Kuala Lumpur on 25 June 2009.
Trailing PETRONAS in the Top 10 list of the Most Valuable Malaysian Brands are Genting Berhad, Tenaga Nasional Berhad, Maxis Communications Berhad, YTL Corporation Berhad, Sime Darby Berhad, Malayan Banking Berhad, Telekom Malaysia, IOI Group and Resorts World Berhad.
AirAsia Berhad emerged as the Best Performing Malaysian Brand. “It has bucked the trend followed by other airlines that have reduced capacity and frequency of air travel, thus demonstrating resilience, tenacity and prowess,” said Mr Haigh.
Moving forward, he noted that large and stable brands with significant reach and share of voice would “gain exceptional market share in 2009, as short-sighted competitors blindly cut brand support during these challenging yet opportunistic times.”
He added that the question that brand owners should ask is, ‘What should be done to prepare for the upturn of the economy?’ “Now is the time to prepare and invest; more deeply understand the drivers to your brand value; sharpen your brand’s positioning and key points of difference; ensure organisational alignment to support consistency of brand delivery; increase value by acquisition; and promote and internationalise your brand.”
The Brand Finance Report on Malaysia’s Intangible Assets and Brands is based on an independent and unbiased analysis, according to Brand Finance Singapore. The objective of the report is to highlight that Malaysian companies can do more to leverage the value of their intangible assets and brands.
According to the report, the total value of Malaysia’s 50 largest brands and brand portfolios is RM61 billion, representing a 5.8 per cent decline over last year’s study. In addition, the brand values of most companies have decreased, especially for those in the banking industry due to the subprime crisis that affected the global financial market.
The Brand Finance Report uses the ‘Royalty Relief’ methodology, which is based on the notion that a brand holding company owns the brand and licenses it to an operating company. The notional price paid by the operating company to the brand company is expressed as a royalty rate. The Net Present Value of all forecast royalties represents the value of the brand to the business.
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