A good branding agency in Malaysia should have a strong grasp of the various nuances of the local market. As a former manufacturing hub, Malaysia has embraced advanced industrial practices such as low-cost production, high-tech assembly and offshore manufacturing, which are essential in today’s global economy. The country’s vast shipping resource, the Malay Peninsula, has also facilitated the development of numerous trans-exploration routes for consumer and business electronics alike. Therefore, the need to showcase these assets is crucial. While this is an excellent breeding ground for the export-leading strategies of a branding agency in Malaysia, the agency should be careful not to oversell its services in the hope of capturing an entire region’s share of the global trade pie.
There are other considerations beyond reaching the West, when choosing a brand to represent. Malaysia’s marketing mix revolves around a balance of branding strategies aimed at local companies and corporate clients from China and India. Therefore, while the advertising agency in Kuala Lumpur may excel in global branding, it may fail in local ones. For instance, the highly successful Chinese internet brand Baidu has its home market in Malaysia but has had limited success here because of its regional focus. Similarly, Google’s Malaysian operation, called Google Malaysia, has yet to capitalize on the local Internet marketplace.
Given the diversity of the markets in Malaysia, the branding agency needs to think creatively to seize the opportunity. However, in some cases, this can be challenging given the small size and lack of experience in the field. A highly successful branding agency in Malaysia, the one noted above, has a strong hold on the marketing mix of major players in the region through several mediums. On the one hand, it has the agency’s local expertise and experience at their disposal to help Chinese and Indian clients achieve their goals. On the other hand, it also has a deep understanding of Malaysia as a nation with a diverse population. It knows that the country’s demographics will continue to change due to immigration and settlement and that changing attitudes among the people – especially the younger generation are likely to be more nationalistic rather than multicultural.
A great example of an advertising agency that has used local expertise in a way that is not typical in the big brand names of the world is Samsung Malaysia. Samsung has recently been making a name for itself in the telecommunications industry, particularly mobile phones and digital enterprise software. Because of this, the company has seen fit to build a marketing and communications division of its own. This allows the brand to create long-term relationships with customers and shape their buying behaviors. As a result, Samsung Malaysia, like other successful brands, has used a branding agency to ensure a consistent message, focus, and appeal across all mediums.
A branding agency can also be effective means of ensuring a company’s message reaches the target audience. Most successful marketers and brands make sure that they are familiar and accessible to the target demographic, not just the most likely ones. Having a focus group that is representative of a target age, income level, or political affiliation can help a branding agency determine the right demographics to target.
In addition, agencies that specialize in branding Malaysia can also help provide businesses with the right image – one that is consistent with what the company offers. One example is Sony Malaysia who has an entertainment division. The company is represented by IDS, a Malaysia-based branding, design, and communication agency. Sony also has its trademarked name, PlayStation, a trademark owned by the company.
Because identity is a core component of marketing strategy, the right branding agency can also be an essential partner in brand building. The same is true when it comes to establishing a customer base. A large part of any marketing campaign is customer recognition. With a strong customer database, a company can more easily develop a sense of loyalty to the brand.
A strong branding agency in Malaysia can also help Malaysia get on track to becoming a more competitive country. Brands should be evaluated based on their performance, as well as the quality of their target market. If a company is targeting local consumers, then a local expert may be called in. On the other hand, there are branding agencies that have a global outlook, marketing to a variety of different markets. When evaluating a company’s performance, these should always be compared against similar companies in the same industry. This allows a branding agency to highlight the company’s strengths and weaknesses.