he Branding Association of Malaysia (BAM) officially installed its 2026–2028 Council at the Malaysia External Trade Development Corporation (MATRADE), marking the beginning of a new three-year chapter for the Association and its mission to strengthen Malaysian brands locally and internationally.

The ceremony was graced by YBhg. Dato’ Indera Abu Bakar Yusof, Chief Executive Officer of MATRADE, as Guest of Honour, and brought together leaders and representatives from business associations, corporations, the branding community and various industries.

The event featured the installation and swearing-in of the new BAM Council, appointment of Advisors, induction of new members, recognition of corporate partners, and the launch and presentation of the Malaysia Book of Brands.

Michelle Hah Begins Term as BAM President

Michelle Hah formally assumed her role as President of the Branding Association of Malaysia for the 2026–2028 term, together with the newly installed Council.

The leadership team includes Dato’ Jennifer Ong as Deputy President; Dato’ Sri Dr Vincent Tiew, Jeff Lai, AMP, PPT, Raymond Chong and Jason Woo W.Y. as Vice Presidents; Liew Chew Keat as Honorary Secretary; Elaine Foong as Deputy Secretary; Tony Yeoh as Honorary Treasurer; and Datin Adeline Quak as Deputy Treasurer, together with the Association’s Executive Committee Members.

The Council also participated in its official swearing-in ceremony, symbolising its collective commitment to advancing Malaysian brand development, strengthening industry collaboration and expanding the international presence of homegrown brands.

From “Made in Malaysia” to “Malaysian Brand”

Beyond the installation of a new leadership team, the ceremony reflected a broader ambition for BAM over the next three years.

Malaysia has built strong capabilities in manufacturing, exports, supply chains, entrepreneurship and innovation. As global competition intensifies, however, long-term competitiveness increasingly depends on more than the ability to manufacture quality products at competitive prices.

Brand equity, trust, differentiation, customer experience and international recognition are becoming increasingly important strategic assets.

BAM therefore aims to contribute towards a larger transition:

From “Made in Malaysia” to “Malaysian Brand.”

The ambition is for international markets not only to know that a product comes from Malaysia, but to recognise, trust and remember the Malaysian brand behind it.

Connecting Branding with International Trade

Holding the ceremony at MATRADE also reflected the growing relationship between branding and internationalisation.

Market access may help Malaysian companies enter overseas markets, but building sustainable international presence requires brand recognition, consumer confidence and long-term market trust.

BAM intends to strengthen collaboration with government agencies, business associations, corporations, media, educational institutions and international partners to help Malaysian enterprises move beyond simply selling products overseas towards building Malaysian brands overseas.

Distinguished Advisors Appointed

As part of the new term, BAM appointed Dato’ Rumaizi bin Baharin, Mayor of Subang Jaya and Tan Sri Dato’ Soh Thian Lai , as Advisors to the Association.

Their appointments are expected to strengthen BAM’s engagement with industry, the business community and local government while opening new opportunities for collaboration and brand development.

Malaysia Book of Brands Officially Launched

Another major highlight was the official launch and presentation of the Malaysia Book of Brands.

The publication showcases distinguished Malaysian brands, including recipients of the Brand Legend Award, documenting their entrepreneurial journeys, brand values, milestones and contributions to Malaysia’s business landscape.

More than an award publication, it is intended to preserve part of Malaysia’s business history — documenting how entrepreneurs, families, management teams and organisations have built brands capable of enduring economic cycles, competition, succession and market transformation.

New Members Strengthen BAM’s Cross-Industry Network

The ceremony also welcomed a new group of BAM Lifetime Members, including 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 also inducted as a Rising Star Member.

Their addition further expands BAM’s cross-industry network and creates new opportunities for knowledge exchange, partnerships and brand collaboration.

Building “Malaysian Brand” as a Global Business Identity

For BAM, brand development ultimately extends beyond individual companies.

The strength and international recognition of brands emerging from a country can also reflect the maturity of its industries, innovation capability, entrepreneurial strength and global commercial influence.

Over the next three years, BAM aims to contribute towards helping more Malaysian businesses be seen by the world, helping more Malaysian brands be remembered by international markets, and enabling more Malaysian brand stories to travel beyond our borders.