Voting kicks off for popular brand awards

The Star

a day ago

PETALING JAYA: The Malaysian public will once again have their say in determining today's best brands in this year's Putra Brand Awards and Putra Aria Brand Awards.
Voting is now open for the consumer-led brand recognition awards, which celebrate excellence in consumer engagement, trust and satisfaction across various industries.
Consumers are encouraged to cast their votes for their favourite brands in the Putra Brand Awards online survey, which is slated to close on Sept 30.
Datuk Johnny Mun, the awards' organising chairman and senior adviser of the Association of Accredited Advertising Agents (4As) Malaysia told StarBiz the survey, conducted by research and insights company Ipsos, will allow consumers to evaluate brands across a number of factors.
These include their familiarity and personal experience with the brand, their overall impression, their intent to purchase, their forced-choice selection, and whether they would recommend it to friends and family.
'Each of these factors is given a weight and weightages differ depending on the category the brand is in,' explained Mun.
'For example, what matters most for a luxury brand may not carry the same weight as for a fast-moving consumer goods brand.
'The exact methodology and weightings are part of the Putra Brand Awards' proprietary tool, which ensures accuracy, fairness and credibility in the results.'
After the responses are collected, they will be verified by a board of governors comprising the chief executive officer of the Malaysia External Trade Development Corp and heads of the country's leading media groups.
The awards will feature over 24 categories, with brands spread across a diverse range of sectors including food, technology, and personal care.
Initiated in 2010 by 4As Malaysia, the upcoming 16th Putra Brand Awards will honour the top brands according to the highest survey scores.
The Putra Aria Awards, which was introduced in 2022 due to the growing demand and prestige of the original awards, will recognise brands in the second percentile of the survey scores.
According to Mun, the Putra Brand Awards have played a significant role in strengthening the local branding and marketing landscape over the last 16 years.
Their purpose, he shares, is three-fold: to give Malaysian consumers a platform to express their brand preferences, to recognise and reward deserving brands, and to set benchmarks for exceptional brand strategy.
'By covering a wide range of categories, the awards not only celebrate success across different sectors but also provide a comprehensive picture of how brands are performing in the eyes of the Malaysian public,' he said.
'This has encouraged brands to innovate, invest in quality, and focus on building stronger connections with their customers, raising the overall standard of branding and marketing in Malaysia.'
Often described as the People's Choice awards, the Putra Brand Awards and Putra Aria Brand Awards set themselves apart with its consumer-focused approach.
'The value of the awards lies in their integrity. They are entirely consumer-driven, with no nominations, no submissions, no entry fees, and a robust methodology that ensures fairness,' Mun said.
This open and inclusive process gives every brand, regardless of its size or budget, an equal opportunity to be acknowledged.
'The awards celebrate brands that have made a real impact on the hearts and minds of the people they serve,' he said.
'The results reflect genuine public opinion, making them one of the most transparent and credible recognitions in the country.'
In addition to the awards, industry professionals can also look forward to the Putra Brand Colloquium taking place on Aug 28.
Mun shared that the upcoming marketing summit will bring together past Putra Brand Award winners for candid, inspirational dialogues around tried-and-true branding strategies.
This year's symposium, themed 'Branding in the Age of Experience – Navigating the Intersection of Technology, Emotion, and Engagement', is set to offer participants invaluable insights from the leading minds behind the top brand successes of today.
'Colloquium is a natural evolution – an annual platform that goes beyond celebration to explore what really works in the real world.
'It offers a rare look into the strategies, challenges, and decisions that have shaped Malaysia's most admired brands.
'It also proves that the impact of the Putra Brand Awards does not just end at the awards ceremony night,' he said.
Further events will be launched under the Putra Brand Series in the coming years to continue promoting knowledge-sharing and industry growth, Mun revealed.