Shell celebrating their victory for bagging the Putra Brand of the Year 2017.
For the eighth consecutive year, more than 6,000 people participated in a nationwide independent consumer poll to vote for their favourite brands — and the big winners from across 24 categories cheered to celebrate the winners at this year’s edition of the Putra Brand Awards.
The winning brands turned marketing dilemmas into fitting strategies to attract, engage, and connect with consumers through multiple marketing communications platforms.
The winners of the Putra Brand Awards, commonly referred to as “the People’s Choice” awards, is based solely on the highest number of votes in each category with points awarded for the Gold, Silver, and Bronze awards.
This year, 39 Gold, 40 Silver, and 51 Bronze awards were presented to brands in the various categories, together with five special awards.
“In a broad sense, the Putra Brand Awards is an opportunity to shape the customer’s journey through the brand’s various modes of communications and fully engage consumers with the brand,” believes Dato’ Johnny Mun, Organising Chairman of the Putra Brand Awards. “This is crucial because all forms of communication must be relevant and integrated with a customer’s journey.”
Shell was awarded the Putra Brand of the Year award in the Special Awards category. Shell also won the Gold award in the Automotive – Fuels and Lubricants category.
“To be a meaningful brand to consumers, they need to hit the right emotional notes to turn consumers into advocates,” notes Andrew Lee, president of the Association of Accredited Advertising Agents Malaysia (4As). “Brands must be single-minded about its core positioning and ensure consistency through all layers of its lifecycle.”
Leading the Gold haul were Aeon, Canon, Carlsberg, Casio, Colgate, Dutch Lady, Gardenia, Honda, KFC, Malaysia Airlines, Maybank, Panasonic, Petronas, Samsung, and Taylor’s University.
HURIX’S, natural herbal healthcare product brand, was voted Putra Enterprising Brand of the Year 2017.
100 Plus marketing team is named Putra Marketer of the Year 2017.
Special awards were presented to Hurix’s for Putra Most Enterprising Brand of the Year, the 100 Plus marketing team for Putra Malaysian Marketer of the Year, and Tan Sri Liew Kee Sin, Founder of SP Setia & EcoWorld as Putra Personality of the Year. Dettol, Ikea, and Golden Screen Cinemas were inducted as Putra Brand Icons.
“The proliferation of product choices and the bombardment of information directed through various digital and traditional media no longer guarantees a fixation on one brand,” says Mun. “In today’s world, the consumer goes through several moments of influence — from continuous exposure to a brand, initial consideration, an active evaluation phase, and finally point of purchase. For this year’s winners, the most inclusive campaigns obviously struck a chord with consumers.”
Full list of winner here
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