Message of Prime Minister Malaysia

Message Of The Honorable Prime Minister of Malaysia (Proposed)
For "The 13th Asia Pacific TOP Excellence Brand - Book of The TOP"

Salam 1 Malaysia,

Congratulations to the Asia Pacific Top Excellence Brand Recognition committee for once again organising the annual business event which recognises the top performers in the industry. I am also grateful to be given the chance to pen down a few lines on the importance of branding in this publication, “The Asia Pacific Top Excellence Brand-Book Of The TOP 2014” which pays tribute to all the winners of the event.

Branding is perceived differently by many people. Some simply view it as logo, or the advertisement and marketing that comes with a product or services. But to those in the know, besides the quality of the offering, branding itself is the lifeline of any organisation and one of the key driver of growth. It is not about getting your target market to choose you over the competition, it is about getting your customers to see you as the only choice.

Contrary to popular belief, branding takes more than just a pretty picture or catchy slogan for it to be successful. It needs all the data from surveys and research to come up with the perfect blend of information that can eventually be branded to entice customers. This is why brand matters most as they provide the tipping point between the good and the ordinary, the excellent and the mediocre. However, strong and great brands do not emerge overnight.

The success of any brand clearly also depends strongly on the passion and commitment of the founders and the staff to realise its vision. Besides the external branding tactics, there must be a strong internal buy-in to the brand from the management and the staff first and foremost. They are the faces behind it and they hold the key to the success or failure of the brand.

would like to once again congratulate all the winning brands in this publication, which certainly continues to provide an avenue to showcase successful companies that have successfully penetrated both local and overseas market. I hope the organising committee will keep up the good work and that this meaningful publication will set a benchmark to all the brands in the region and path the way for more excellent Asia Pacific brands to shine globally.

Thank you.

YAB Dato' Seri Haji Mohd Najib Bin Tun Haji Abdul Razak