Putra ‘people’s choice’ Awards 2017

THE 8th Putra Brands Awards (PBA 2017) ceremony was held at the Majestic Hotel in Kuala Lumpur last week. The premium Putra Awards evaluates and acknowledges brands that connect with Malaysian consumers through performance, top-of-mind recall and support, besides highlighting the factors and forces which contribute towards a brand’s success.

Shell claimed the Putra Brand of the Year accolade, while Dettol, Ikea and Golden Screen Cinemas were inducted as the Putra Brand Icons, being recognised for their impressive feat in achieving four consecutive Gold Awards.

The PBA was launched by the Association of Accredited Advertising Agents Malaysia (4As) and endorsed by MATRADE. Gleaning insights from a robust sample of 6,000 respondents from both Peninsular and East Malaysia, the 2017 Putra Awards reflect the peoples’ choice, identifying the leading and favourite brands in their reckoning frame across 24 product/service categories.

To assess the peoples’ preferences, the Putra questionnaire explores each (identified) brand’s performance on four factors:
1) People’s impression of the brand,
2) People’s intent to purchase products of the brand,
3) People’s forced-choice brands, and
4) Brands people would recommend to friends.

In essence, this covers the gamut of brand Relevance, consumer Confidence, brand Differentiation and brand Growth.

MORE THAN JUST MARKETING
4As Malaysia president Andrew Lee also addressed a common misconception or bias about the Putra Awards.

“It is not about how much a brand invests in advertising or how high your brand awareness is. For if brand awareness alone can drive sales, then Exon will probably be the biggest brand in the world. Winning brands are brands that make meaningful connection with people by making tangible improvement to the personal well-being of the consumers.

Such efforts include:
▶ making their daily routines easier;
▶ helping them to stay healthy, connecting them to their loved ones, and
▶ being there for them when they need guidance.

Lee reiterated that consumers today expect brands to play increasingly visible, constructive roles in their communities and for their collective well-being through CSR initiatives

For the full list of winners, visit theSun Online or the 4As Malaysia’s website.

Putra Brand Award Gold Award winners
Apparel & Accessories: Bata, Casio
Automotive: Honda, Perodua, Toyota
Automotive – Fuel & Lubricants: Petronas, Shell
Banking, Investment & Insurance: Maybank
Beverage – Alcoholic: Carlsberg, Heineken
Beverage – Dairy: Dutch Lady, Vitagen
Beverage – Non-Alcoholic: 100 Plus, Milo, Spritzer
Communication Devices: Samsung
Communication Networks: Maxis
Education & Learning: Taylor’s University
Entertainment: Golden Screen Cinemas
Foodstuff: Gardenia, Maggi
Health: Dettol, Panadol
Home Improvement: Ikea
Household Products: Dynamo, Softlan
IT and Office & Equipment: Samsung
Media & Networks: Astro
Personal, Household & Outdoor Appliances: Panasonic
Personal Care: Colgate, Dettol
Photography: Canon
Property Development: EcoWorld, Sime Darby Property
Restaurants & Fast food: KFC, McDonald’s
Retail: Aeon
Transportation, Travel & Tourism: AirAsia, Malaysia Airlines