Bam Aims To Build More Malaysian Brands For Global Stage

KUALA LUMPUR, Oct 1 (Bernama) -- The Branding Association of Malaysia (BAM) aims to help more homegrown companies build internationally recognised brands as part of its broader ambition to strengthen Malaysia’s global business identity.

The association, in a statement, said stronger Malaysian brands could create value beyond individual companies by enhancing the international reputation and competitiveness of Malaysian businesses.

“Malaysia should not only produce successful companies; it should also build more brands capable of representing the country on the world stage,” it said.

According to BAM, the aspiration forms part of the association’s direction for its 2026-2028 term as it seeks to advance the transition from “Made in Malaysia” towards a stronger global identity as “Malaysian Brand”.

It said global competition today extends beyond manufacturing capability, with brand equity, trust, differentiation, intellectual property, customer experience and international recognition playing an increasingly important role in long-term business competitiveness.

The association also aims to strengthen collaboration among businesses, government agencies, trade organisations, industry associations, media, educational institutions and international partners to create a more connected ecosystem for Malaysian brands.

At the same time, it also hopes to strengthen its connections with relevant government agencies, industry partners and international networks to create more opportunities for Malaysian businesses to compete beyond the domestic market.

BAM’s long-term objective is to help Malaysian enterprises move beyond simply selling products overseas and build Malaysian brands overseas.

The direction was highlighted following the installation of the BAM Council for the 2026-2028 term at the Malaysia External Trade Development Corporation (MATRADE) on Tuesday, marking the beginning of a new three-year chapter for the association.

Through that, Michelle Hah was formally installed as BAM president, with Datuk Jennifer Ong as deputy president, alongside four vice-presidents and other council members.

“The Council took part in an official swearing-in ceremony, affirming its collective commitment to advancing Malaysian brand development, strengthening industry collaboration and expanding the international presence of homegrown brands,” the statement read.

The ceremony, which brought together approximately 100 BAM members as well as business and industry leaders, was graced by MATRADE chief executive officer Datuk Abu Bakar Yusof as Guest of Honour.

BAM also appointed ASTEEL Group Bhd executive chairman Tan Sri Soh Thian Lai and Subang Jaya Mayor Datuk Rumaizi Baharin as advisors for the new term.

Another highlight was the launch and presentation of the Malaysia Book of Brands, which features distinguished Malaysian brands including Brand Legend Award recipients and documents their entrepreneurial journeys, brand values, milestones and contributions to Malaysia’s business landscape.

During the 2026-2028 term, BAM said it intends to advance initiatives in brand education, business networking, cross-industry collaboration, international market connectivity, government-industry engagement and the internationalisation of Malaysian brands.

“Ultimately, BAM aspires for  “Malaysian Brand” to evolve beyond a description of origin and increasingly represent quality, innovation, integrity, trust and enduring value in the global marketplace,” it added.

-- BERNAMA

TAGS: BAM, brands, Malaysia Brands, global, business, collaboration

MJ SSA NHA