Industrial Talk: Enhancing the Malaysia Brand; Cases and Experience of MATRADE

Invited guest

MR. ABU BAKAR BIN KOYAKUTTY, Director, Oil And Gas Section, Malaysia External Trade Development (MATRADE) Corporation

Date

16 April 2013

Venue

Conference Room, School of Management

Agenda

11.00am-1.00pm

Attendees

Lecturers from School of Management and Graduate School of Business

Undergraduate and Postgraduate Students

Objective

To expose students and academic staff on learning cases from MATRADE

Highlights

1. Biggest challenge in today’s competitive business environment is to differentiate from competitors – can be done through BRAND.

2. 5 major steps for effective branding:

• Know your potential customers
• Know the product/service
• Be different
• Do no frequently change your ideas
• Market yourself

3. Malaysia’s top 30 most valuable brands

4. About MATRADE – core functions and clients

5. Branding message:

• projecting national image, Malaysia as a Reliable Source of Products and Services
• branding tagline “Made in Malaysia For the World”

6. Branding Initiatives:

• Creating the high messages thorough publication
• Promotion of Malaysia’s Service Sector
• Flagship projects of MATRADE
• Iconic trade fairs
• Brand Excellence Awards

7. Learning lessons from Julie’s