Kuala Lumpur:The Branding Association of Malaysia (BAM) is committed to helping homegrown companies develop internationally recognized brands to enhance Malaysia's global business identity.
According to BERNAMA News Agency, BAM's goal is part of its strategic direction for the 2026-2028 term, aiming to transition from a "Made in Malaysia" focus to a more robust "Malaysian Brand" identity. This shift recognizes the importance of brand equity, trust, differentiation, intellectual property, customer experience, and international recognition as crucial factors in long-term business competitiveness.
The association plans to foster collaboration among businesses, government agencies, trade organizations, industry associations, media, educational institutions, and international partners to build a connected ecosystem for Malaysian brands. Strengthening ties with government agencies, industry partners, and international networks is also a priority to provide opportunities for Malaysian businesses to compete globally.
The BAM Council for the 2026-2028 term was recently installed at the Malaysia External Trade Development Corporation (MATRADE), marking a new chapter with Michelle Hah as BAM president and Datuk Jennifer Ong as deputy president. The council members participated in a swearing-in ceremony attended by about 100 BAM members, business, and industry leaders, with MATRADE CEO Datuk Abu Bakar Yusof as the Guest of Honour.
BAM appointed Tan Sri Soh Thian Lai, executive chairman of ASTEEL Group Bhd, and Subang Jaya Mayor Datuk Rumaizi Baharin as advisors for the new term. A notable event was the launch of the Malaysia Book of Brands, showcasing distinguished Malaysian brands and their contributions to the business landscape.
During its term, BAM aims to promote initiatives in brand education, business networking, cross-industry collaboration, international market connectivity, government-industry engagement, and the internationalization of Malaysian brands. The association aspires for "Malaysian Brand" to symbolize quality, innovation, integrity, trust, and enduring value in the global marketplace.