Business

Saturday June 16, 2012

Branding association members won’t shrink ad expenditure

By DAVID TAN
davidtan@thestar.com.my


GEORGE TOWN: The 250 members of Branding Association of Malaysia (BAM) will not shrink their advertisement expenditure this year despite the current global economic challenges.

Executive committee member Michelle Hah said that BAM members were working collectively to negotiate with radio and TV stations as well as digital and print media to get attractive advertisement packages.

“This is because branding is important in such times to better position the members to grow their market shares.

Hah: ‘This is because branding is important in such times to better position the members to grow their market shares.’

“During economically challenging times there will be opportunities for enlarging one's market share,” she said.

Hah was speaking on the sidelines of the first workshop of The Star Business Awards 2012 (SOBA).

Themed “Thriving In Turbulent Times”, the one-day workshop featured professionals and experienced entrepreneurs from BAM, Media Specialists Association and EXIM Bank who shared their ideas, strategies and experiences to help local fledgling companies become future industry leaders.

The topics, which covered current business trends and patterns, were aimed at helping participants cope with the mounting challenges and evolve with the times.

Hah said BAM expected its members to grow by about 15% this year.

Last April, BAM sent a memorandum to the Federal Government, requesting it to increase financial assistance for the business community in branding.

“We also requested for the establishment of a branding ministry or government agency to look into comprehensive branding for Malaysia and to improve protection of intellectual property rights and protection of Malaysian brands in our distribution channel.

“Malaysia also lacks branding for itself as a country that deserves respect as an emerging and fast developing country,” she said.

Meanwhile, Island LandCap Properties Group executive chairman Oon Weng Boon said in his talk, “Building Inspiration from Within”, that it was important to be inspired.

“I was inspired by developers such as Berjaya Group founder Tan Sri Vincent Tan, IJM Land Bhd and SP Setia Bhd to venture into the property development business.

“So I joined Henry Butcher in Penang to broaden my business networking.

“Eventually after finding a right partner I ventured into the property development business, and landing where I am today.

“Thus, it is important to be inspired and continue to improve on yourself and your projects,” he said.

In his talk on “Winning Awards With Honesty and Integrity”, Thumbprints Utd Sdn Bhd managing director Tam Wah Fiong said that integrity and honesty were key criteria for companies to win awards.

Tam was the SOBA 2011 platinum winner in the environment category.

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