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Branding Strategy in Malaysia

Editor

Listed:
  • Hiroyasu Umeda
  • Teo Sze Yi
  • Takuya Kuwabara
  • Takako Nagatsu
  • Foong Sow Lynn

Author

Listed:
  • Hiroyasu Umeda
  • Teo Sze Yi
  • Takuya Kuwabara
  • Takako Nagatsu
  • Foong Sow Lynn

Abstract

This research provides branding information and development of local industries by leveraging branding and intellectual property in Malaysia. Also, this research discusses the Malaysia’s current legal landscape, including the hybrid first-to-use trademark system and the updated GI Act 2022 involvement that is supported by application statistics. In short, this research analyses branding awareness, digital transformation, and the counterfeit goods market situation, which is supplemented by 10 local companies’ case studies. Lastly, this research concludes with key suggestions in respect of IP registration processes, strengthening enforcement against counterfeits, and promoting greater public and SME awareness. The suggested branding strategy emphasises the need for businesses to adopt integrated online and offline methods, secure IP priority rights, and utilise certifications to build trust and value in both local and international markets.

Suggested Citation

  • Hiroyasu Umeda & Teo Sze Yi & Takuya Kuwabara & Takako Nagatsu & Foong Sow Lynn, 2026. "Branding Strategy in Malaysia," Books, Economic Research Institute for ASEAN and East Asia (ERIA), number 2025-RPR-43 edited by Hiroyasu Umeda & Teo Sze Yi & Takuya Kuwabara & Takako Nagatsu & Foong Sow Lynn, October.
    • Handle: RePEc:era:eriabk:2025-rpr-43
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    File URL: https://www.eria.org/uploads/branding-strategy-in-malaysia.pdf/
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