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鼓勵中小企業創造品牌
updated:2006-05-18 20:39:05 MYT
（吉隆坡訊）大馬首個欄位性品牌大獎“2006年品牌桂冠大獎”今年再度開放5大獎項，讓國內外商業角逐，以鼓勵大馬中小企業加強競爭力，創造大馬品牌。
亞太品牌基金會（APBF）主席東姑丹斯裏英然紮法週四（18日）表示，國內每間公司都須建立本身的品牌，以提高本身的競爭力。
他週四出席獎項推介儀式後，在新聞發佈會上說，中小型企業不應忽略品牌的重要性，就算是炒粿條也有“檳城”炒粿條的品牌定位，許多大型企業如微軟等公司也是從中小型企業做起。
“品牌不只等於商標，而它必須反映公司的企業文化及產品承諾，有些商家因為過度承諾，導致顧客對他們失去信心。”
另一方面，國際貿工部副部長吳立洋說，品牌可協助提昇國內產品及伺服的競爭力，而卓越的品牌也可在國際市場上突出本身的價值。
“我們談的品牌不再只限於產品及伺服的素質，品牌必須體現公司的經營哲學及價值觀。”
吳立洋的講稿由馬來西亞對外貿易發展局首席執行員拿督美林代讀。
這個由亞太品牌基金會主辦的獎項的對象為大馬及亞太地區的工、企業，提名後由委員會根據5大組別，即品牌原則、品牌文化、品牌綜合溝通、品牌價值及品牌表現來鑒定分數。
該獎項共分為5個專案，分別是亞太最佳國際化產品、亞太最佳企業品牌（分為本地及外國企業）、大馬最佳中小工業品牌、大馬最佳中小企業品牌及亞太最佳品牌，預計今年7月杪截止報名。
出席者包括亞太品牌基金會首席執行員謝遠達、執行董事謝明秀及大馬中小型工業會長雷忠財。 （星洲日報•2006/05/18）
SMIs urged to develop competitive global brands
SMALL- and medium-sized industries (SMIs) and small- and medium-sized businesses should create and develop brands that can compete globally, said Asia-Pacific Brands Foundation chairman Tunku Tan Sri Imran Tuanku Jaafar.
“Local SMIs should no longer just manufacture goods, but also focus on creating positive branding for Malaysia,” he said at the launch of The Brand Laureate in Kuala Lumpur yesterday.
Asia-Pacific Brands Foundation, headquartered in Kuala Lumpur, is a non-profit organisation committed towards promoting and improving branding standards in the region.
This year, the foundation has joined forces with the Best Brands Council to organise The Brand Laureate, which is an award ceremony to recognise and celebrate branding excellence in the region.
“It is the first regional brand award to be launched from Malaysia,” Tunku Imran said.
The award is aimed at promoting and assisting the creation of a brand culture among SMIs and SMBs in the region. Another objective, he said, was to make Malaysians aware of their role in branding Malaysia as a country and assist in the national branding effort.
The foundation is targeting either December this year or January next year to hold the award ceremony.
Tunku Imran said he hoped L.S. Sya's book, Branding Malaysia, which was also launched yesterday, would help raise branding awareness in Malaysia. Sya is a director of Asia-Pacific Brands Foundation.
Deputy International Trade and Industry Minister
Datuk Mah Siew Keong, who launched The Brand
Laureate and Branding Malaysia, noted that the
Government had allocated RM200mil for the brand
development grant.