Maybank near global top 100

PETALING JAYA: Maybank is closing in on the top 100 global brands in terms of brand value, according to Interbrand group chief executive Jez Frampton.

“A criterion to be global brand is that 35% of the business/revenue has to be from outside the company's home market and it has to have pretty much an even split in different parts of the world. The company needs to have recognition as well. It needs to be a brand that people recognise in North America, Europe and Asia before it can really qualify to be on our list,” he told StarBiz.

According to Frampton, some 35% of Maybank's income comes from outside Asia, 20% from North America and 15% from Europe.

Interbrand, which pioneered the methodology of brand valuation, advises its clients on all aspects of brand management, focusing on how to create, develop and manage the value of brands. For the top 30 Malaysia's Most Valuable Brands (MMVB) study, it evaluated brands based on a three-step process: financial analysis, the role of the brand (marketing) analysis and brand strength analysis.

Financial analysis involves the forecasting of current and future revenue specifically attributed to the brand; brand analysis (marketing analysis) measures how the brand influences customer demand at the point of purchase while brand strength analysis is a benchmark of the brand's ability to secure ongoing customer demand (loyalty, repurchase, retention).

Frampton said the combination of these three methodologies would get the brand value, adding that the top 30 MMVB table list was quite a good mix from various sectors, namely banking, telecommunications, automotive, services, entertainment and retail.

“Malaysian industry is not dominated by any single sector. It's a good spread, whereas when we do the table in Taiwan, the technology sector dominates.”