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According to a valuation study conducted by Interbrand, Public Bank emerge as Malaysia’s most valuable brand for year 2009, with a value of RM6.593 billion. Public Bank overtook last year champion Maybank, which fell to second spot this year with value of RM5.374 billion, to grab top spot in the third anuual ranking of Malaysia’s Most Valuable Brands (MMVB), a league table that values the Top-30 consumer-facing Malaysian brands. In third place is CIMB, valued at RM5.245 billion.

The results of the ranking this year show that two-thirds of the companies in the Top 30 saw a drop in brand value compared to the previous year. Three brands – Ogawa, Proton and MAA – fell off the list this year. Anyhow, this year also saw the entry of two new brands – Alliance Bank and Premier. Bonia, which fell off the list last year, returned this year at 30th spot.

To qualify for the MMVB ranking, the brand must be publicly-listed or owned by a company that is listed either on Bursa Malaysia or other stock exchanges. The brand must also originate in Malaysia or be owned by a listed company heardquartered in Malaysia for at least 10 years. The brands must also be consumer-facing.

The brands are valued through a three-step process:
1. financial analysis (forecasted current and future revenue specifically attributable to the brand)
2. role of brand analysis (measures how the brand influences customer demand at point of purchase)
3. brand strength analysis (benchmark of the brand’s ability to secure ongoing customer demand)