Headed over to Sunway Resort & Spa for the 2012 BrandLaurette awards night together with MHB’s Chelsea. This is the 2nd brand awards that I’ve been invited to this year and I’m thankful for the opportunity to meet and mingle with captains of industry. After all it is by learning from the best that you can become the best.
How are the winners selected?
Well the winners of The BrandLaureate Awards 2011‐2012 were selected based on a set of selection criteria which focused on brand performance, brand strategy, integrated brand communications and brand culture.
“There is no room for imperfection in brands. It has got to be perfect. Perfection is consumers’ expectations and consumers’ right. We must address imperfection before it addresses us. We must aspire for perfection and perfection be our brand culture and value,” said Dr KK Johan,President of The BrandLaureate i his welcome speech.
Johan went on to add, “Imagine if you are a brain surgeon, you cannot afford not to be a perfectionist. Imagine if you are a musician or singer and you carry the wrong note or tune, you will not have a perfect delivery?”
Johan reiterated that brand perfect brands have three important Qs which are:
IQ – the brand is intelligent, functional and relevant. It meets the needs of the consumers.
EQ – the brand creates strong emotion and engages the consumer
AQ – the brand has the right attitude, has a pleasant personality which attracts the consumer.
How many brands do you know that have all three (3) of those attributes?
In the Corporate Branding category, Avon, SAP Malaysia, Maxis, Hyundai Sime Darby, Carl Zeiss, Selangor Dredging and Public Mutual took home awards while among the winners of the Product Branding category were Dunlopillo, Oreo, Starbucks, Samsonite, Symantec and Knife.
Some notable winners of the most admired brands category were Omega, DHL, Amway, Prudential Assurance and Panasonic.
Mitsubishi Corporation, Cahya Mata Sarawak and Naim Holdings won The BrandLaureate Conglomerate Awards, reserved for organisations that have diversified their businesses into various industries.
A new category, The BrandLaureate Online Tech Awards was initiated to recognise successful brands in the online and e‐commerce categories. Groupon Malaysia, Unifi, PYOTravel, Maybank 2u and Lowyat.net forum were the inaugural recipients.
Apart from the Corporate & Product Branding Awards categories, three (3) very deserving Malaysians were honoured with The BrandLaureate Brand Personalities Awards.
YBhg Tan Sri Azman Hashim,the Founder and Chairman of AmBank was conferred The BrandLaureate Tun Dr Mahathir Mohamad Man of the Year while YBhg Tan Sri P.G.Lim, Malaysia first pioneer woman lawyer and former diplomat was conferred The BrandLaureate – Tun Dr Siti Hasmah Woman of the Year Award 2011‐2012.
General Tan Sri Mohammad Hashim Ali, the former Chief of Defence Forces and the man behind the successful staging of the Kuala Lumpur 1998 Commonwealth Games was conferred The BrandLaureate Brand Personality Awards.
Photo credits: The BrandLaurette Malaysia and author’s own