In its ninth consecutive year, the Putra Brand Awards, also known as the People’s Choice Awards, recorded its highest number of respondents from the Malaysian public who actively participated in the call for nominations to recognise and honour Malaysia’s favourite brands.
Utilising an advanced global online research methodology, the largest brand research sample ever in Malaysia was comprised of more than 7,000 interviews.
The 2018 installation of the Putra Brand Awards also saw an increase of 15% in the number of awards given out, compared to 2017, further cementing its position as Malaysia’s premier brand awards that recognises brand building as an integral business investment measured by consumer preference.
The evening began with 141 awards including 40 Gold, 43 Silver, and 58 Bronze awards across 23 categories presented to deserving brands as voted on by consumers for their relevance and popularity.
The Gold Awards were given to brands such as Uniqlo, Honda, Perodua, Toyota, Petronas, Shell, Maybank, Heineken, Dutch Lady, Vitagen, Yakult, 100 PLUS, Milo, Spritzer, Panasonic, Samsung, Sony, Maxis, Taylor’s University, Sunway University, Golden Screen Cinemas, Gardenia, Dettol, Panadol, Ikea, Dynamo, Top, Astro, Colgate, EcoWorld, Sime Darby Property, SP Setia, Sunway Berhad, KFC, Aeon, Air Asia and Malaysia Airlines, with several multiple winners. This was followed by a further seven special Gold Awards presented to :
- Spritzer, for Putra Enterprising Brand of the Year
- Petronas, for Putra Brand of the Year
- Samsung Marketing Team, for Putra Marketer of the Year
- Dato’ Dr. Pa Nok Cheng, founder of Hurix, for Putra Personality Award
- KFC, Panadol, and Vitagen, for Putra Brand Icon (reserved for brands that have received a Gold award for four consecutive years)
“This year’s winners are brands who have demonstrated exceptional mastery across multiple platforms including advertising, promotions, retail presence, social media dominance, and consumer-centricity.
“They represent the pinnacle in terms of ranking and recognition and have succeeded in creating an experience and personal connection, not only capturing share of heart and wallet, but also share of life,” said Andrew Lee, President of the Association of Accredited Advertising Agents Malaysia (4As) Malaysia.
“Consumers want to connect with brands and companies who are aligned with their values and aspirations, whilst playing a bigger role in communities through sustainable CSR initiatives for their collective well-being,” added Mr Lee.
The Putra Brand Awards this year worked with a new global market research and consulting firm, Ipsos, as research partner.
Ipsos set out to get the Malaysian public’s views on their choice of brands, with a robust range of questions centred on Awareness (their familiarity with the brands), Impression (what they think of the brands), Intent (how likely they are to buy the brands), and Advocacy (how likely they are to recommend the brands to friends and family).
“The Putra Brand Awards is the foremost authority on Brand Equity measurement and is stewarded by trusted professionals and experts.
“How the awards are getting traction with the public is a testament to the sustained commitment of marketers to customer centricity, and the enduring effectiveness of marketing and branding,” said Dato’ Johnny Mun, Senior Adviser to the 4As and Organising Chairman of the Putra Brand Awards 2018.
“The philosophy of this ‘money can’t buy’ award is to recognise brands that establish a meaningful connection or desirability with customers, and to honour Malaysia’s best. It is truly an award by the people, for the people!” concluded Dato’ Mun.
Launched in 2010 by the 4As in association with Malaysia’s Most Valuable Brands, the Putra Brand Awards is supported by the Malaysian Advertisers Association, the Media Specialists Association, and the Malaysian Digital Association, and it is the only brand awards in the country endorsed by MATRADE.
“We are especially pleased to see initiatives with longevity, such as the Putra Brand Awards, now in its ninth year.
“This sustained commitment by the 4As helps brands play a crucial contributing role to the very fabric and vibrancy of the Malaysian economy,” said YBrs. Ir Dr Mohd Shahreen Zainnooreen Madros, Chief Executive Officer MATRADE.
He went on to say that “Strong brands remain the economic pulse of many great economies and are widely considered to be catalysts for growth.”