THE Branding Association of Malaysia (BAM) has installed its 2026–2028 council, with the association pledging to strengthen Malaysian brands and expand their presence in international markets.
The council installation ceremony, held at the Malaysia External Trade Development Corporation (MATRADE), marked the beginning of a new three-year term for BAM.
Michelle Hah was appointed as the association’s president, with Datuk Jennifer Ong as deputy president.
The event was attended by MATRADE chief executive officer Datuk Abu Bakar Yusof, Subang Jaya mayor Datuk Rumaizi Baharin and ASTEEL Group Bhd executive chairman Tan Sri Dr Soh Thian Lai, along with business leaders, entrepreneurs, brand founders and about 100 BAM members.
The new council also includes KL Wellness City executive director Datuk Seri Dr Vincent Tiew, Jeff Lai, Raymond Chong and Jason Woo W.Y. as vice-presidents, while Liew Chew Keat was appointed honorary secretary and Tony Yeoh honorary treasurer.
Soh and Rumaizi were also appointed as BAM advisers for the new term.
In her address, Hah outlined BAM’s ambition to help Malaysian companies move beyond competing mainly on products, pricing and manufacturing capabilities towards building stronger and more recognisable brands.
The association said global competitiveness increasingly depends on factors such as brand equity, customer trust, differentiation, intellectual property and international recognition.
It said the next stage of growth for Malaysian businesses should involve not only exporting more products but also developing brands that international consumers can recognise, trust and remember.
BAM said its objective was to contribute towards a shift from “Made in Malaysia” to “Malaysian Brand”, while strengthening cooperation between businesses, government agencies, trade organisations, industry associations, educational institutions and international partners.
The decision to hold the installation ceremony at MATRADE also highlighted the growing link between branding and international trade, with BAM saying market access alone was insufficient for companies seeking a lasting presence overseas.
The ceremony also saw the launch of the Malaysia Book of Brands, which features prominent Malaysian brands and documents their entrepreneurial journeys, milestones, values and contributions to the country’s business landscape.
The publication also highlights recipients of the Brand Legend Award, which recognises brands that have built lasting value and consumer trust over the years.
BAM said the publication was intended to preserve the stories of Malaysian businesses and provide examples for future entrepreneurs, business leaders and the next generation of business owners.
Seven new Lifetime Members were also inducted into BAM, namely Sunstrong Films Sdn Bhd, U Mobile Sdn Bhd, Teh Kim Teh, Salina & Co., I Chemy Sdn Bhd, R Pharmacy, Hock Kee F&B Holding Sdn Bhd and Harper Elite Sdn Bhd.
TDGAsia Xperience Sdn Bhd was inducted as a Rising Star Member.
BAM also recognised corporate partners and sponsors, including Sunstrong Films, U Mobile, Golden Destinations, iWajib Group and Fire Fighter Industry Sdn Bhd, for their support.
The association said it would continue focusing on brand education, business networking, cross-industry collaboration, international market connectivity and government-industry engagement during its new term.
BAM also aims to deepen cooperation with other business and industry associations, saying challenges involving internationalisation, talent, technology, sustainability, financing, branding and market access require greater collaboration.
The association said stronger Malaysian brands could contribute not only to individual companies but also to the country’s international business reputation.
“Malaysia should not only produce successful companies; it should also build more brands capable of representing the country on the world stage,” BAM said.
The council installation on Sept 29 marked the start of BAM’s 2026–2028 term, with the association aiming to help more Malaysian businesses gain international visibility and build brands recognised beyond the country’s borders.
The Sun Malaysia