ABOUT MMVB

MMVB is a major strategic branding initiative by the Association of Accredited Advertising Agents (4As) in collaboration with Interbrand who pioneered and still globally dominates the established methodology of brand valuation.

The MMVB provides a brand value that is a top-line measure of the financial contribution the brand provides to the business. Brand value brings to marketing what ¡°earnings targets¡± or ¡°financial hurdle rates¡± bring to other aspects of business.

The payoff comes when one looks behind the number ¨C a single number only tells you so much. It¡¯s important to understand what drives brand value: intangible earnings (the cash flow of a business not associated with such tangible assets as equipment or materials), the role of brand (a measure of how much brand influences purchasing decisions), and brand strength (a benchmark of a brand¡¯s relative risk compared to competitors).

Understanding the drivers of brand value can inform management action ¨C from overall business strategy to specific marketing tactics. It is an easy-to-understand metric to help brand owners determine present brand performance, and is a measure against which to set future targets. It will help make branding a more important aspect of Malaysia business management.

MMVB tells you whether owners are investing adequately in their brands. Putting an economic value on a brand (overall and by segment) helps to make a strong business case for marketing investments, overall and across a brand portfolio.

It also tells owners if they have a marketing strategy that positions their brands around the right messages. Customers make decisions every day between one brand and its competitors. Analyzing the role of brand in those decisions helps owners to focus their strategy on the attributes that differentiate their brand from others, and strengthens relationships with their best customers, ensuring future earnings.

MISSION

  • To create a benchmark for Malaysian brands to compete globally.
  • To educate Malaysian corporates on branding.
  • MMVB will give them a wider appreciation of the power of branding and brand knowledge.
  • MMVB¡¯s objective is to highlight best branding practices and deliver the most valuable brands as a role model for other companies.
  • Their aim is to move manufacturers and emerging brands from OEM to OBM in order to enable them to compete globally.

MMVB's OBJECTIVES

Malaysia¡¯s Most Valuable Brands (MMVB) is a recognition and brand valuation exercise that is a major strategic initiative by the private sector and major media in support of the government. The process calculates the net present value of the earnings that the brand is expected to generate and secure in the future for its owner.

Its objectives include educating Malaysian companies on the need for substantial marketing and advertising support to build brands, as brands generate business and thus economic wealth.

LEAGUES OF TABLES

Through MMVB, the 4As will honour the top 30 Malaysian brands and move Corporate Malaysia to understand the power of branding and the need to invest in their brands.

As a celebration of the most valuable brands in Malaysia, MMVB will announce a value and recognize individual brands as a business and economic asset.

BRAND VALUATION

Brand valuation demonstrates to the business community that brands are very important business assets and, in many cases, the single most valuable company asset. Brand valuations make branding and marketing key business issues that have a direct impact on shareholder value.

Brand value is the financial value of a brand, calculated as net present value (or today¡¯s value) of the earnings the brand is expected to generate in the future.

Like any other financial value, brand value is calculated at a point in time. Based on assumptions and information available, brand value is calculated according to the most widely accepted and used valuation principles. This makes brand value comparable to other calculated business asset values.

The valuations of the brands appearing in the MMVB are calculated in their current use to their current owner. Therefore, they do not necessarily represent the potential purchase, extension or licensing value of the brands.

Malaysia¡¯s 30 Most Valuable Brands 2008
Malaysia¡¯s 30 Most Valuable Brands 2007