Telekom Malaysia and Intel, MSC (Multimedia Super Corridor) has completed its rebranding exercise, shortly after the government announcement of the 9th Malaysian plan (where over RM 7 billion would be allocated for Ministry of Science and Development.)
MSC is now know as "MSC Malaysia", following similar effort by IT-Sideways: Tech Blog rebranding to "IT-Sideways: Tech Blog Malaysia".
I assumed that TM rebranding exercise was merely to boost corporate ego (the fact that they reportedly spent RM 9 million on it. Perhaps there was a way get tax benefit)
while for Intel was to steer a new direction in facing competitions. For MSC, I guess it is meant to cater for make-over, after what many considered it is time for MSC to buff up. Simply put, when the CEO questions marketing manager of weak performances, the latter might suggest rebranding exercise due to personal instinct. Effectiveness of the instinct will be dependent on the message carried through the media with respect to the exercise. Therefore, may we analyze that ....
MSC Malaysia is supposed to carry the message of :
Thus branding is a good corporate tool. When used correctly, it produces cutting edges.
In Malaysia, there is this thing called the Branding Association of Malaysia (BAM) which provides a brand assessment tool; Brand Report Card.
"It is designed as an audit tool. The underlying importance to build brands is to know where the brand failed and how much it has failed to live up to its expectations" The Sun Weekend, Jan 28-29, 2006. For more details, please check out..
Thus MSC Malaysia is a brand carried out by MDec (a new brand for MDC) the company. We hope it will succeed in ...
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