Putra Brand Awards receives record response
Brand research sample covers over 7,000 interviews
IN its ninth consecutive year, the Putra Brand Awards, also known as the People’s Choice Awards, has grown from strength to strength, with a record number of public respondents to the call for nominations to determine Malaysia’s favourite brands.
Utilising an advanced global online research methodology, the largest brand research sample ever in Malaysia comprised over 7,000 interviews.
To be announced on Oct 26, Malaysia’s premier brand awards, and the only brand awards in the country endorsed by Matrade, recognises brand building as an integral business investment measured by consumer preference.
This year, the highly anticipated awards also sees a new global market research and consulting firm, Ipsos, as research partner. Headquartered in Paris, Ipsos is one of the largest global research agencies with over 16,000 staff members in 88 countries.
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).
Compared with the awards in 2017, there is expected to be a 15% increase in the overall number of winners with a total of 148 awards to be presented.
These include seven special gold awards namely the Putra Enterprising Brand of the Year, Putra Brand of the Year, Putra Marketer of t the Year, Putra Personality Award,A and three Putra Brand Icon w winners to be inducted into the hall ofo fame.
“The Putra a Brand Awards is the foremost auth hority on Brand Equity measu urement and is stewarded by trus sted professionals and experts. How w the awards are getting traction w with the public is a testament to the sustained commitment of mark keters to customer centricity, an nd the enduring effectiveness of m marketing and branding,” says Dat tuk Johnny Mun, senior adviser to o the Association of Accredited Ad dvertising Agents Malaysia (4A As) and organising chairman of the Putra Brand Awards 2018 8.
Meanwhile e, in a recent interview with StarBizW Week on his comments on brand rele evancy, Ipsos Sdn Bhd managing dir rector Arun Menon says that by beingb non-relevant, brands do no ot exist in customers minds.
“Each custo omer segment or profile will perce eive a brand differently than other rs, and this makes brand releva ncy, i.e. how the brand fits the differ rent customer’s needs, important. Cu ustomer centricity is key,’’ he says. .
Mun is also o of the view that mar- keters need to invest in their brands continuously irrespective of the economic cycle. By doing so, he says consumers will be able to recognise, see and be closely connected to them. This will enable brands to make a stronger presence in the market and ensure their relevancy and close connection with customers exist, he notes.
Launched in 2010 by the 4As in association with Malaysia’s Most Valuable Brands (MMVB), the Putra Brand Awards is supported by the Branding Association of Malaysia, the Malaysian Advertisers Association, and the Media Specialists Association. It determines Malaysia’s favourite brands within multiple categories with each category being awarded a gold, silver or bronze for the most preferred brands.
“The philosophy of this ‘monney can’t buy’ award is to recognisee brands that establish a meaninngful connection or desirability with customers, and to honour Malaysiaa’s best. It is truly an award by thee people, for the people,” says Muun.
Who will win big this year? FindF out at the high octane awards show to be held at the Majestic Hotel, Kuala Lumpur where thee winners will be announced beffore an anticipated audience of morre than 1,300 marketers and agenncies.