National Trade Blueprint

Recommendations under this thrust aim to increase the visibility of Malaysian brands on regional and international export markets through more robust, more compelling and more consistent messaging, at national, industry and firm level. Promoting Malaysia’s Brands and Product Branding is a paramount component and acts as crucial enabler for foreign buyers to recognise Malaysian products. A strong Malaysia brand can bolster the attractiveness and competitiveness of the exported products, resulting in the discerning customers’ willingness to pay a premium for those products. Additionally, rewards through recognition can be an indirect mechanism to encourage existing and potential exporters to enhance their outward marketing orientation. 8 Strategic Thrusts Thrust 6: FOCUS RATIONALE Develop a national branding theme for a more consistent, less fragmented approach to market Malaysia’s products internationally Objective / Pain points To streamline multiple branding messages when promoting Malaysia’s exports. Current national brand identity is skewed towards tourism and food. Key Stakeholders: MITI (Lead), MATRADE Implementation timeline : Medium-term Action plans 1. Conduct a study to embark on Malaysia Brand development journey a) Set up a special task force under JK-X composed of public and private stakeholders to manage the study and branding alignment initiatives, supported by branding experts. b) Once the brand is developed, it should be made a requirement for all relevant stakeholders to use the same branding themes. 2. Provide guidelines for the branding initiatives that are currently being implemented a) Develop strategic and coordinated communication plan and template for the public and private sector such as key messages, imagery, videos, music etc. b) The task force to manage and coordinate with respective agencies to be incorporated in respective branding exercises. 6.1 Develop export sector storyline to carve out the unique value proposition of the respective sectors Objective / Pain points To improve perception of Malaysia’s capabilities as a premium goods sourcing destination. To increase awareness among overseas buyers on the range of products available for export from Malaysia. Key Stakeholders: MITI (Lead), MATRADE, all committees under JK-X Implementation timeline : Short-term Action plans 1. Work together with key industry champions, in partnership with branding experts to prepare industry promotion brochures highlighting the storyline and narratives of key sectors a) The storyline should encompass the strength of the industry, why buyers should choose Malaysian products, performance of exports, directory of Malaysia’s brands, etc. b) The materials should be shared to various government agencies and industry associations to ensure alignment. 2. Promote a strong Malaysian brand narrative for national and international partners through upgrading and enhancing the existing showcase touchpoints a) Utilise virtual reality features, which can showcase the 360 degree panorama photos of local supplier’s manufacturing capabilities, products in 3D and etc. b) Ensure ongoing promotions to highlight sector’s latest achievements and capabilities through enhanced social and online media tools. 6.2 41 National Trade Blueprint