Malaysia Volume 15

MALAYSIA’s AN INSIGHT INTO MALAYSIA’S STRONGEST BRANDS Argentina, Australia, Austria, Azerbaijan, Bangladesh, Bosnia and Herzegovina, Brazil, Bulgaria, Cambodia, Canada, Chile, China, Colombia, Croatia, Czech Republic, Denmark, Dominican Republic, East Africa, Ecuador, Egypt, Estonia, Finland, France, Germany, Greece, Guatemala, Honduras, Hong Kong, Hungary, Iceland, India, Indonesia, Ireland, Italy, Japan, Jordan, Kazakhstan, Kuwait, Latvia, Lebanon, Lithuania, Malaysia, Maldives, Mexico, Morocco, New Zealand, Nigeria, Norway, Pakistan, Panama, Philippines, Poland, Portugal, Romania, Russia, Saudi Arabia, Serbia, Singapore, Slovakia, Slovenia, South Africa, South Korea, Spain, Sri Lanka, Sweden, Switzerland, Taiwan, Thailand, The Baltic States, The Netherlands, Turkey, United Arab Emirates, United Kingdom, United States of America, Uruguay, Vietnam

SUPERBRANDS MALAYSIA VOLUME XV AN INSIGHT INTO MALAYSIA’S STRONGEST BRANDS Chief Executive, Superbrands Malaysia Mike English Brand Liaison Director Shirley Wong Tel. +6012 214 1032 E-mail Brand Liaison Managers Cleone Lim Tel. +6012 867 7338 E-mail Marcus Kong Tel. +6016 233 5216 E-mail Design Jacinta Johnson Printed by Jetprint Published by Superbrands 35, Ballards Lane London N13 1XW E-mail All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic, digital, or mechanical, including scanning, photocopying, recording or any information storageand retrieval system relating to all or part of the text, photographs, logotypes without first obtaining permission in writing from the publisher of the book together with the copyright owners as featured. The trademark of SUPERBRANDS is a trademark of Superbrands Limited. The logo is the subject of copyright of Superbrands Limited © Superbrands Limited 2013. All of the companies who own the Superbrands featured in this publication have given their consent for the use of the brand name, logo and photographs shown. Any enquiry regarding a specific Superbrand should be made to the relevant company. ISBN 0-233927694-1 Photo credit: SANJITPAAL SINGH / JITSPICS.COM© Make a donation: *Disclaimer: donations are non tax deductible



MALAYSIA’S STRONGEST BRANDS | 5 Foreword The Superbrands Organisation Superbrands TV A&A WORLD ALHA ALFA Amelisa Pet & Co. apacs ARMOR HARDWARE BIKA BrainyBunch BYOND Dzi Destiny Eco-Shop EFFERTY EMPIRE REKA FURVIT FunnelEvo GNI Grainlive IMIKA INAI REPUBLIC iOCANDO KIZZU KIDS 6 8 10 12 14 16 18 20 22 24 26 28 30 32 34 36 38 40 42 44 46 48 50 Contents KOPETRO KOYOKO Louis Cuppers Me’nate Mister Coffee NARQES NURRIFA PROPEDIA ACADEMY Recove Group Ruby-Cell SANCora SANIWARE SoBella SPCA Selangor TRAPO UFORA WAWA by Wawa Zainal Wells Malaysia Yumi Food Zinus 52 54 56 58 60 62 64 66 68 70 72 74 76 78 80 82 84 86 88 90


MALAYSIA’S STRONGEST BRANDS | 7 Foreword The Future of Branding Branding has long been a pivotal element of business success, serving as the bridge between companies and their target audiences. As we progress into the future, the world of branding is undergoing significant transformations due to technological advancements, evolving consumer behavior, and changing societal values. Technological Innovations and the Digital Frontier Augmented Reality and Virtual Reality (AR/VR) Branding will enter a new dimension with the widespread adoption of augmented reality and virtual reality technologies. Consumers will have the ability to interact with brands and products in immersive experiences, blurring the lines between the digital and physical worlds. Brands will leverage AR/VR to offer personalized shopping experiences, enabling customers to try products virtually, leading to more informed purchase decisions. Artificial Intelligence (AI) and Personalization AI-powered branding will revolutionize how companies engage with their customers. Algorithms will analyze vast amounts of data to create personalized brand experiences for individuals, tailoring products, content, and messaging based on individual preferences and behaviors. Brands will forge deeper connections with customers, fostering loyalty and driving customer retention. Consumer-Centric Branding Purpose-Driven Brands In the future, consumers will seek authentic connections with brands that align with their values and beliefs. Purpose-driven branding will become a cornerstone of successful businesses, as consumers will prioritize supporting companies that demonstrate a commitment to social and environmental causes. Brands will need to communicate their purpose genuinely, not as mere marketing ploys, but through tangible actions and initiatives. Emotional Branding Emotions will play an even more significant role in branding strategies. Companies will strive to evoke emotional responses from consumers through storytelling, tapping into human experiences that resonate deeply with their target audiences. Emotional branding will foster lasting relationships, enabling brands to become an integral part of consumers’ lives. Mike English CEO Superbrands Malaysia Brand Experience and Engagement Omnichannel Marketing Brands will adapt to the changing ways consumers interact with businesses across multiple touchpoints. The future of branding lies in creating a seamless omnichannel experience, where customers can transition effortlessly between online and offline interactions. The integration of physical stores, e-commerce platforms, social media, and mobile apps will be crucial for successful branding. User-Generated Content (UGC) With the rise of social media, user-generated content will become a powerful branding tool. Consumers’ authentic experiences and recommendations will carry more weight than traditional advertising. Brands will actively encourage and engage with UGC, turning customers into brand advocates, and building trust among potential buyers. The Evolution of Brand Identity Interactive Logos and Dynamic Branding Static logos will undergo a transformation as brands seek to create interactive and dynamic visual identities. These logos will adapt to different contexts and evolve based on the brand’s personality, values, and the current cultural landscape. Dynamic branding will enable brands to stay relevant and engage with diverse audiences effectively. Sonic Branding As the audio landscape becomes more significant with voice-enabled devices and virtual assistants, sonic branding will gain prominence. Brands will invest in creating unique audio identities to establish recognition and recall in the minds of consumers, ultimately strengthening their brand positioning. Ethics and Transparency Corporate Social Responsibility (CSR) In the future, CSR will be a critical aspect of branding, and consumers will expect companies to go beyond profit-making and contribute positively to society. Brands will need to be transparent about their supply chains, environmental impact, and ethical practices to gain consumer trust. Data Privacy and Security As data becomes increasingly central to branding strategies, consumer privacy and security will be paramount. Brands that handle customer data responsibly and provide transparency in data usage will earn the trust of their audience, fostering stronger brand loyalty. Conclusion The future of branding is dynamic and multifaceted, shaped by technological advancements, changing consumer preferences, and emerging societal values. Brands that adapt to this evolving landscape by embracing innovation, focusing on authentic connections, and fostering engaging experiences will be best positioned for success. The brands of tomorrow will be purpose-driven, emotionally resonant, and committed to building genuine relationships with their customers. To thrive in this dynamic environment, businesses must be agile, empathetic, and continuously attentive to the evolving needs and desires of their audience.

8 | SUPERBRANDS VOLUME XV The Superbrands Organisation

MALAYSIA’S STRONGEST BRANDS | 9 A Mark Of Excellence From its conception in 1993 and UK launch in 1994, Superbrands has grown into a global organisation and today operates in more that 92 countries around the world and across five continents – which makes “Superbrands” a truly global brand. Superbrands History The Superbrands concept originated in the United Kingdom in 1993 after its founder, Marcel Knobil, an advertising executive lost a two-way pitch for lack of client information (The business was retained by the clients’ existing agency). Frustrated by the fact that an otherwise outstanding presentation came to naught he launched Superbrands. Superbrands began life in 1994 as a radio show on GLR (now BBC London 94.9). This broadcast aimed to give ordinary consumers an insight into the significant brands that touched upon their lives. After the success of the show the Superbrands organisation was founded in 1995. Its mandate focused on promoting the discipline of branding and identifying and paying tribute to exceptional brands. At the time it was not imagined that within only a few years the organisation could have achieved such phenomenal success – or be the global authority that it is today. The first Superbrands reference book published in the UK contained brands ranging from international icons such as American Express and Coca-Cola to UK favourites like British Airways and Cadbury. The trend of mixing international and local brands highly rated by the relevant national selection process continues today. Sixteen percent of the brands from that first publication qualified and were featured in the tenth anniversary edition of Superbrands UK, published in 2005. Thirty-eight percent of those brands continue to be members internationally. Two further UK editions, each increasing in size and stature, were completed in 1996 and 1997. This paved the way for the first international Superbrands programme to be launched in Australia. Its publisher was Stephen P. Smith who created the Superbrands concept and founded the international organisation. In 2000, a sustained period of international growth ensued with Denmark, France, Hong Kong, Spain, Sweden and the USA beginning programmes. More recently, Argentina, Canada, Germany, Japan and South Africa have joined the international network. Exceptional growth has occurred in Asia, Europe and the Middle East. Today, Superbrands is the world’s leading brand recognition platform and is established in more than 92 countries around the world. International operations are run on a license basis whereby local rights are awarded to experienced and highly qualified individuals. Each operational head forms part of the international editorial board acting as gate keepers to the Superbrands accolade and responsible for the integrity of the programme. Superbrands presents expert and consumer opinion on branding. The organisation promotes the discipline of branding and recognises the exceptional and most valued brands. THINGS YOU DIDN’T KNOW ABOUT SUPERBRANDS Superbrands started life as a radio talk show broadcast on Greater London Radio (now BBC Radio London) in the UK. Superbrands launched in 1994 and the first book was published in London in 1995. Today, Superbrands operates in more than 92 countries worldwide, across five continents. Superbrands has published more than 15,000 brand case histories for over 4,500 of the worlds biggest and most valuable brands. Brands participating in more than 20 editions of Superbrands include international icons such as American Express, Avis, Coca-Cola, DHL, Gillette, McDonalds, Nokia, Philips and Sony. Coca-Cola has participated in over 50 Superbrands programmes around the world. The iconic Superbrands logo is widely recognised by consumers as a mark of brand excellence and distinction. On average, 70% of Asian consumers say that they are more likely to consider buying a brand they see associated with the Superbrands logo. Asian consumers also say that they consider brands displaying the Superbrands logo to be more trustworthy and of higher quality than other brands. • • • • • • • • •

10 | SUPERBRANDS VOLUME XV Creative Marketing Superior Products Exceptional Brands

MALAYSIA’S STRONGEST BRANDS | 11 Superbrands Television The SBTV video productions mirror the text and images from the brand presentations in the Superbrands books. This is the most effective way to showcase the brands strengths and Superbrands Status through an important new digital delivery platform. SBTV creates high quality video footage for our Superbrands clients. Brands can use this footage to promote their brand stories of successes to their clients, shareholders, investors, staff, customers and within the brands supply chains. This video can be used on Social Media outlets such as Facebook, Twitter, Google+, and YouTube, etc. to create the viral effect. In addition, the QR codes for SBTV videos can also be used across brands’ above-the-line marketing channels, e.g. television, print, any out-of-home media as well as the TVs at the office reception areas, at conferences, seminars, road shows or conventions. We have also created a SuperbrandsTV site on YouTube where all the brand videos from around the world are posted. To-date, the site has received almost 5,000,000 views and has more than 12,000 subscribers. Suggested ways to use SBTV videos SBTV clients can incorporate a QR Code on their existing print advertisements which will allow consumers with Smartphones the ability to scan the QR Code from the print advertisement providing a direct link to the brand’s SBTV video. Consumers will then be able to learn more about the brand and its achievements through scanning the QR Code and receiving the SBTV brand video on their Smartphones. SBTV videos are perfect for brands to run on their company websites and social media outlets such as Facebook, Twitter, MySpace, Google+, YouTube and web sites generally. SBTV is a wonderful and long lasting presentation about the brand for your most important customers and suppliers. SBTV can be presented to your directors, senior management and key executives nationally and internationally. SBTV can be used as an excellent promotional video for visiting dignitaries, senior personnel and other guests. SBTV is a perfect video to run on TV’s in reception areas. SBTV can be used to reinforce your brands’ great achievements and successes at seminars, conventions, trade shows and conferences. SBTV is an ideal video medium to support your investor relations programmes. It will provide the investment community with a better understanding of your brand’s positioning, strengths and value within the market. SBTV is a useful medium for all Human Resources and Staff Development programmes. SBTV can play an important part in your briefings to journalists, researchers, academics and students, and it will underline your strengths and points of difference. SBTV will prove to be an excellent communicator of information about the brand with advertising agency executives, as well as those involved with public relations and corporate communications. For more information visit & YouTube channel com/user/superbrandstv/videos SuperbrandsTV (SBTV) is a new service offered exclusively to clients of Superbrands. Through our production team in New York, brands which have attained the prestigious ‘Superbrands Status’ can now bring their presentations in the Superbrands books to life through video animation. • • • • • • • • • •

12 | SUPERBRANDS VOLUME XV MARKET A&A World is a brand that was established in 2014, which focuses on providing premium cookware (pots and pans) with real benefits and value added into your cooking experience. Since then, A&A World has created choices of innovative and top-notch calibre products to fulfil all your cooking needs. Their customers come from all over Malaysia through their offline and online platforms. They have an official showroom in Kota Bharu, Kelantan known as Wisma A&A where customers can enjoy on-site shopping and experience faceto-face communication. Customers can touch and see the products before buying. Customers are allowed to decide suitable materials of the cookware depending on their cooking needs. Every customer who visits their showroom will be served with light refreshments while doing their shopping. Most of their customers are women aged between 30-50s. They need high-performance cookware that can help with their daily chores in order to make cooking easier and more efficient. A&A’s cookware market share has been growing for the past few years and is expected to increase in double digits in the near future based on the current consumption trends. In order to introduce A&A cookware for every households in Malaysia, they utilise both traditional and digital marketing channels in order to raise greater awareness of the brand. With extensive promotions on the brand, they manage to build a devoted customer base, and ultimately higher sales resulted from various marketing mediums. A&A is well known from their Facebook account A&A World, supported by more than 85,000 followers. The brand has been actively advertised through Facebook and Instagram advertisements. ACHIEVEMENTS In 2023, A&A is honoured to be awarded with The Asia Pacific Top Excellence Service. Another proud achievement happened during one of their launching event on 30th Aug 2023, where they have successfully made RM100,000.00 total sales within 32 minutes. It was a new accomplishment for them. A&A is the first in Malaysia to custommake their own pots and pans with a bottom thickness of 5mm, while others are offering only 2mm bottom thickness. A&A also use high technology machines from Germany to ensure high-quality cookwares are produced. By using the best technology, it offers brilliant performance experience for customers. Until today, they have sold more than one million pieces of cookware since 2014! HISTORY The brand A&A was founded in 2014. It was established by Tuan Wan Muhammad Azrin Bin Wan Abdullah and his spouse, Puan Anis Mastura Binti Azmin with the vision of a strong belief that a premium cookware is not an option, but a necessity to everyone who cooks every day for their loved ones. A&A is a combination of its founders’ initial name Tuan Azrin and Puan Anis. Since its inception, A&A has grown progressively and evolved into a renowned name in the industry, being known for their high-quality cookware production lines that fulfilled every single need of their consumers. It’s all began when Tuan Azrin and Puan Anis decided to quit their full-time jobs in Kuala Lumpur and moved back to their hometown - Kelantan. Prior to starting a new business in Kelantan, Puan Anis worked as an Executive Secretary in Legal Department in Bank Negara Malaysia, while Tuan Azrin ran his own superbike accessories business in Shah Alam at that time. In 2014, they started a home-based small business selling kitchenware products like pots and pans, kitchen utensils, serving trays and kitchen accessories. They sell many types of cookware with different types of materials and quality. They were operated 100% online since they did not have a physical store back then. The Founders are passionate about cookware especially pots and pans. They are committed to source and share the best cookware with their followers. They invested a lot of resources into testing the performance of every piece of potential cookware because every cookware provides a different cooking experience. They believe that using the right piece of cookware will improve the quality, taste and even presentation of the dishes. The idea to venture into cookware business began when they realised the problems with traditional cookware and therefore they created the ideas of hybrid pan. For decades, cookware industry are lacking with innovative products and finally A&A created more choices for the consumers! They brought together the performance of stainless steel, combined with the convenience of non-stick material. Their cookware achieved international chef standards, with the easy to clean-up convenience you need at home. Now you can unleash your potential in the kitchen without limits! A&A’s first physical store is located at Kota Bharu, Kelantan. Their business began with only one employee, then the team grew to 40 employees across five departments. A&A quickly

MALAYSIA’S STRONGEST BRANDS | 13 THINGS YOU DIDN’T KNOW ABOUT A&A •• Nine years in the cookware industry. A&A is a trusted go-to brand for non-toxic, easy to clean, easy to use pots and pans in Malaysia. •• A&A is a combination of its founders’ name Tuan Azrin and Puan Anis. •• The blue colour in the logo represents trust, loyalty, sincerity, wisdom, confidence, stability, faith and intelligence. •• A&A is the First in Malaysia to create a pot with laser-etched stainless steel “Sarang Bunga” design. Why did the Founder choose “Sarang Bunga”? Because flowers symbolized women, she will bloom given the right amount of love and care. •• A&A provides excellent aftersales service, providing quick and effective solutions to any problems. •• A&A’s revenue is projected to grow up to a total of 250 million by 2032. became a trusted go-to brand for non-toxic, easy to clean and easy to use pots and pans. PRODUCTS A&A specialised in kitchen cookware and accessories supplying mostly pots and pans. They offered choices of cookware materials including stainless steel and granite stone-coated pots and pans. The products are designed and made from high-quality materials and certified non-toxic. Their products are tested never releasing any harmful fumes or persistent pollutants. They pride themselves on being free of PFOA, PFAS, lead and cadmium. You can be assured of making healthy meals with confidence by using A&A cookware. A&A best sellers are Periuk Batu which is granite stone-coated and Periuk Sarang Lebah made with stainless steel with special laseretched technology. Both are non-stick and easy to clean. They are made with perfect balance of beauty and functionality. A&A cookware will elevate your confidence to enjoy cooking with style and serve with pride. The revolutionary hybrid cookware provides the best of both worlds, the durability of stainless steel and the easy clean-up of non-stick function. A&A are committed to give the best in creating a unique and exclusive cookware, just to ensure that everyone can cook with pride. They provide various payment options, cash and instalments. A&A takes care of their packaging very seriously. For instance, a carefully crafted, personalised unboxing experience would be impressive for the consumers. Just as importantly, good packaging keeps the product safe during its delivery process. Ultimately, packaging quality is a critical factor in consumer satisfaction, brand perceptions, and behaviour. It affects brand trust, fosters enduring consumer-brand relationships, and ultimately impacts profitability. A&A promised to give the best and unforgettable unboxing experience to every customer. RECENT DEVELOPMENTS A&A is a company that is constantly improving and expanding its range of cookware to stay relevant in the cookware industry. A&A’s most recent product is “Periuk Sarang Bunga 32cm” – The first in Malaysia and the world, a laseretched stainless steel “Sarang Bunga” design. Why did the Founder choose “Sarang Bunga”? Because flowers symbolized women, she will bloom given the right amount of love and care. This “Sarang Bunga” pot will be the safest option for you and your family, perfect balance of beauty and functionality. A cooking staple that will last for generations. They foresee that this Periuk Sarang Bunga will be the BEST SELLER for this year of 2023. A cooking staple that will last for generations. Modern, lightweight design and laser-etched “Sarang Bunga” add an aesthetic punch to any kitchen. PROMOTION The marketing and sales team at A&A has put a lot of effort to promote their products. They have successfully organised several special promotional events, including Free Laser Engraving, Beli and Menang, Founder Birthday Treat, Merdeka Promo and Hari Raya Promo. A&A is also actively engaged in promotional activities through various social media platforms such as Facebook, Instagram, Telegram, TikTok, and also resellers. Additionally, A&A takes part in Corporate Social Responsibility (CSR) activities such as the “Programme A&A Cakna & Peduli, Rakyat Bantu Rakyat” and also funded contributions to upgrade school infrastructure in Pengkalan Chepa, Kelantan. A&A CSR programmes aim to give back to the community, participation in philanthropic causes, and provide positive social values. BRAND VALUES A&A has a vision to become a world class provider of premium cookware, creating innovative and top-notch calibre products with real benefits and value added to consumers. To achieve their mission of becoming a specialist cookware provider, A&A constantly innovates and offer the best products to their customers. They carefully select top-notch raw materials during the manufacturing process, and design products that comply with National and International standards. Their quality control team undertake product quality inspection, strict procedure that involves checking the product and testing it to ensure that it meets pre-specified standards. A&A is designed in Malaysia by their in-house product designers. It is produced, tested and manufactured in China (the factory has been awarded multiple ISO awards) and they are given full control of the products quality. They are using high quality coatings from Germany and Korea to ensure brilliant and great performance. A&A provides efficient, quick and friendly service to customers as well as building strong relationships with them. It also entails responding to customers’ issues in time and handling any complaints swiftly. Customers also can enjoy a fast-shopping experience through strong customer service and shipping fulfilment support. They are committed to transform life into an extraordinary experience and pledge to ensure that every woman cooks with pride. By adding value to their offerings and business, they aspire to become a world-class provider of premium cookware and prepare themselves for their next expansion plans! Directors: Puan Anis Mastura Azmin & Tuan Wan Muhammad Azrin Wan Abdullah

14 | SUPERBRANDS VOLUME XV Some of the key awards presented to them includes :- •• Winner of The Malaysia Prestigious Industry Awards 2019 (Prestigious Young Leader in Beauty and Cosmetic Industry) •• Most Rapid Growth Entrepreneur 2019 •• Top Young CEO in Beauty and Cosmetics Industry •• Anugerah e-Bayaran Majikan Elektronik Terbaik KWSP •• SME and Entrepreneurs Business Award (Leading Entrepreneur Beauty and Cosmetics in Malaysia) •• Involved in Malaysia Book of Records for TFE (KL Tower Fashion Week) •• Top FMCG Seller for 12.12 TikTok Campaign •• Best Rising Star-FMCG (TikTok Summit Seller) ALHA ALFA is extremely proud of the brand’s journey from its humble beginnings to becoming a household name not only in Malaysia but also in the international cosmetics market. They are deeply honoured by the continued patronage of their Malaysian customers who have relocated to Europe, requesting them to ship products overseas. They express their difficulty in finding brands that could adequately replace those of ALHA ALFA. Additionally, they have also established some loyal customer base residing in Middle Eastern countries. Overseas supporters were introduced to their brands during their vacations in Malaysia and have since become regular patrons, maintaining their connection with ALHA ALFA even after returning to their home countries. Repeated customers is a testament to the exceptional quality and unique value of ALHA ALFA products. ALHA ALFA takes pride in being among the pioneers of introducing the first sunscreen in Malaysia which contains Prebiotic. HISTORY ALHA ALFA began its journey in 2015 when Alha Alfa (Al Halim Al Fadhil) founded the company with a vision to create a cosmetics brand that celebrates Malaysian beauty and resonates with individuals from diverse backgrounds. In the early days of the business venture, they are only a team only had five persons. They are a group of dedicated individuals who shared the same passion for cosmetics with a commitment to realise the brand’s mission. They work tirelessly by transforming from talented formulation experts to creative designers in shaping the foundation of Alha Alfa Cosmetics. The success of ALHA ALFA can be attributed to a combination of few factors. Firstly, their unwavering focus on quality and innovation in cosmetics formulation allowed them to create products that catered to various skin types and skin tones. Secondly, their strong emphasis on inclusivity and celebrating diversity resonated with consumers globally, making customers feel valued and represented. Lastly, their commitment to ethical and sustainable practices set them apart, as consumers increasingly sought brands that align with their values. PRODUCTS ALHA ALFA offers a comprehensive range of beauty products that cater to the diverse needs of their customers. Their product line includes:- Cosmetic Products: They provide a wide variety of makeup products, including foundations, lipsticks, eyeshadows, and more. Their formulations are designed to enhance natural beauty while promoting healthy skin. Personalised Beauty: They offer personalised beauty solutions through virtual consultations and product recommendations, ensuring that each customer receives products tailored to their specific skin type and personal preference. Fragrances: Their collection of fragrances reflects the essence of Malaysian culture, capturing the captivating scents that resonate MARKET Alha Alfa Cosmetics (ALHA ALFA) is a Malaysian-origin cosmetics brand that offers a diverse range of high-quality beauty products infused with natural ingredients to enhance the beauty and boost confidence of individuals. Their customers span a wide demographic, including individuals of all ages coming from various background who are passionate on beauty products. Their target audience comprises makeup enthusiasts and anyone demanded a top-notch cosmetic solutions which align with their personal preferences and match with different skin types. ALHA ALFA employs a multi-faceted approach to reach their customers. Their brand marketing efforts include building a strong online presence through their official website and e-commerce platforms. They are aggressively promoting the brand through active engagement on social media channels, collaborations with influencers, sponsoring mega scale events, participation in beauty expos and events, as well as strategic partnerships with corporate brands. The brand’s market share varies across different product categories within cosmetics industry. They are proud of the brand enjoying a significant presence in the industry. The brand is continuously expanding their market share by offering innovative and effective products for the makeup enthusiasts. ACHIEVEMENTS Over the years, ALHA ALFA has received numerous prestigious awards and recognitions that underline their commitment to excellence and innovation in the cosmetics industry. Dato’ Sri Abdul Al Halim bin Mohd Al Fadzil

MALAYSIA’S STRONGEST BRANDS | 15 THINGS YOU DIDN’T KNOW ABOUT ALHA ALFA COSMETICS •• ALHA ALFA COSMETICS is a Malaysian-origin cosmetics brand that offers diverse range of highquality cosmetics products. •• ALHA ALFA COSMETICS prides itself on being associated with high-quality, innovative, and diverse product offerings. •• Technology, all while upholding their commitment to sustainability and ethical sourcing. with their heritage. What sets ALHA ALFA apart is their unwavering commitment to quality, innovation, and inclusivity. They take pride in the following aspects:- Cultural Representation: Their products are infused with elements of Malaysian culture, celebrating diversity and inclusivity in the beauty industry. Natural Ingredients: They prioritise using natural and locally sourced ingredients to formulate products that are gentle on the skin while delivering effective results. Innovation: Their team of experts constantly explores cutting-edge technology and research to develop ground breaking formulations that address specific skincare concerns. Customer-Centric Approach: Their personalised beauty consultations and customised product recommendations showcase their dedication to meeting individual customer needs. RECENT DEVELOPMENTS ALHA ALFA is excited about their latest product launch - the “Prebiotic UV Sunscreen SPF 50 ++++” This product is the result of extensive research and development, designed to provide consumers with a sunscreen that helps in strengthening their skin’s natural barrier and help maintain skin’s microbiome. It has received enthusiastic feedback from customers since launched. In June 2022, a new outlet was opened in Pavilion, Bukit Jalil, making it the fourth outlet in the Klang Valley. A new headquarters soon to be opened in Jakarta Indonesia together with a new store in the same location. They are also planning another HQ and outlets in Turkey and Nepal in the near future. Since 2018, they have been collaborating with MRT Malaysia at Pasar Seni as their primary station. They are given a chance to market their brand at the station. They also worked with ASTRO in 2020 for a reality show named “Malaysian Top MUA.” Their latest venture with one of the Indonesia’s top singers, Judika by sponsoring his upcoming concert in October 2023. They thrilled to announce that ALHA ALFA will also be launching a new perfume in collaboration with Judika. They have recently worked for KL Fashion week at KL Tower called Tower Fashion Eleganza involving TV2 as main media. PROMOTION ALHA ALFA believes in a multi-faceted approach to promotion. Their brand promotes itself through a combination of traditional and digital media. They utilise television and radio advertisements to reach wider audience, focusing on popular channels and radio stations that resonate with their target demographic. In addition to traditional media, they heavily invest in digital platforms, employing social media marketing, influencer collaborations, and online advertisements to connect with their tech-savvy young consumers. Special promotional events are key part of the brand’s marketing strategy. They frequently organise product launches, exclusive makeup workshops and participate in expos where customers can interact with their products and beauty experts. These events not only introduce their latest offerings but to build connections with their customers. Telemarketing and direct mailing allow them to reach out to their loyal customer base personally, providing them with exclusive offers and updates. Proactive marketing on the Internet is a cornerstone of the brand’s strategy. They maintain an active presence on social media platforms, engage in influencer collaborations, and utilise online advertisements to ensure the brand’s visibility and relevance in the digital age. As a responsible brand, ALHA ALFA is committed to Corporate Social Responsibility. They actively participate in various initiatives to give back to society. Their focus is on supporting women’s empowerment and education. They collaborate with NGOs and educational institutions to provide skill-building workshops and scholarships, enabling women to excel in various fields. BRAND VALUES ALHA ALFA prides itself on being associated with high-quality, innovative and diverse product offerings. Their brand values inclusivity, ensuring that their cosmetics cater to a wide range of skin tones and types. They aim to empower individuals to express themselves through makeup while enhancing their natural beauty. The brand promises consumers products that are not only visually appealing but also safe and effective. They guarantee the use of carefully sourced, cruelty-free ingredients that undergo rigorous testing to ensure quality and safety. They promise products that deliver exceptional results, allowing customers to confidently embrace their unique beauty. ALHA ALFA is committed to continuous innovation, ethical practices and customer satisfaction. They are determined being a leader in cosmetic trends and technology, while upholding their commitment to sustainability and ethical sourcing. Maintaining consistency in their products is of paramount importance. They have established stringent quality control procedures at every stage of production. Their raw materials undergo thorough testing for purity and quality before they are incorporated into their formulations. Additionally, their end products undergo rigorous testing to ensure they meet high standards before reaching their customers. This commitment to quality control helps them maintain the trust their customers place in the brand.

16 | SUPERBRANDS VOLUME XV MARKET Amelisa Pet & Co supply and distribute premium pet food and treats in Malaysia and Singapore. As a paw parent, they believe that a healthy and sumptuous diet is always in the top of the list. For years they have been actively finding the perfect solution in giving the best meal for your furry friends. Every bit of their products are carefully formulated, giving the best meal choice to your fur babies, covering the range from treats to main meal. As a trusted Malaysian brand, Amelisa Pet & Co products have obtained both SGS nutrition certification as well as being certified negative in pork DNA test. Amelisa Pet & Co serve the best and highest quality of freeze dried meat to your furkids. Hand picked fresh meat and holistic recipes are carefully used to provide the perfect solution for your furry friend’s diet. Amelisa Pet & Co series of products includes Freeze Dried Treat Series, and Rawly Meat Pie and Freeze Dried Main Meal. Giving your pet a mouthful of awesomeness. The brand’s customers are Pet shops, and pet dog / cat owners who they reach through their merchants who are pet retail shops, ecommerce and Shopee and Lazada. This strategy has resulted in the brand becoming one of the top Malaysia freeze dried pet food brands, with over 200 merchants. The success of the brand can be attributed to their focus on brand assurance and product quality, which are formulated with all human grade products. Over the next five to ten years, Amelisa Pet & Co are hoping to have more then 500 merchants with them and they are aiming to export to more countries such as Indonesia and Thailand, seeking to get at least three to five times of their current turnover. Product wise they are hoping to have at least two or three more product lines fulfilling more market gaps. R

MALAYSIA’S STRONGEST BRANDS | 17 THINGS YOU DIDN’T KNOW ABOUT AMELISA PET & CO •• Amelisa Pet & Co means Amelisa the director “us”, Pet as our “furry friends”, Co as all their customers and consumers as regarded as their “family”. •• Amelisa Pet & Co are the top freeze dried pet food brand with more then 200 merchants in Malaysia. •• Amelisa Pet & Co sell more then 400k puree pet sticks of “Rawly Stick’ every month. •• Amelisa Pet & Co is the first freeze dried pet food brand to be in the Top Five of Shopee 77 and 88 sales rankings. HISTORY The brand originated in 2020 during the height of the covid crisis, Starting with just two staff members they slowly grew to a current team of fourteen employees. The success of the brand is testament to their ability to catch the market pace, maintaining top quality assurance for their products and an out of the box marketing and merchant scheme. Initially things were difficult for the brand because they had limited freedom, few resources, networks and fundings. However, ecommerce was the saving element when they positioned their marketing online rather than going physically to customers. They did online first and transitioned back to physical networking after MCO and slowly grew their business day by day. Amelisa Pet & Co appreciate all the opportunities given the brand throughout their journey and now look to the future growth of their company. ACHIEVEMENTS The brand has received many accolades from satisfied customers resulting in their becoming are the most prominent freeze dried pet food brand in Malaysia with over 200 merchants stocking their products. Amelisa Pet & Co is the first in the industry to receive Superbrands recognition. Amelisa Pet & Co is the first freeze dried pet food brand to be in the Top Five of shopee 77 and 88 sales rankings. PRODUCTS Amelisa Pet & Co’s treats are made out of 100% fresh raw meat with top class quality assurance to give the best for your furkids. With the products testing negative for Porcine DNA, their product are safe to consume by all Malaysians. is friendly, easy going, affordable, andquality assured. The brand participates in a variety of CSR activities and take part in a lot of charity drives and giveaways, to encourage adoption of shelter dogs and cats, distributing free products for improvement of social knowledge on quality and health pet food. BRAND VALUES The brand prides itself on their ability to catch the market pace, maintain quality assurance of their products along with their out of the box marketing and merchant scheme. The brand assures its customers of their quality assurance with premium grade products at neighbourhood pricing points. Amelisa Pet & Co’s products are different from competitors because of their out of the box marketing and merchant scheme, they are not only selling the products but also the whole system on how to market it. RECENT DEVELOPMENTS Amelisa Pet & Co will be diving into specific selling points for various categories of pets for their upcoming product designed to fulfil a market gap. Their existing product line is Rawly Bites (Freeze Dried Treats) . Rawly Meat Pie (Freeze Dried Main Meal) . Rawly Stick (pet Puree Stick). PROMOTION Amelisa Pet & Co always promote themselves as a neighourhood brand, their brand image

18 | SUPERBRANDS VOLUME XV awarded Apacs in year 2010 to 2011 for their badminton netting (BN-001), as well as 2011 and 2012 for their badminton 5.0mm (AP-204F) oor mats. These recognitions have further affirmed Apacs’ excellency in their badminton products standard and quality assurance. Apacs Sports (M) Sdn. Bhd. has won ‘Product of The Year’ at the 4th Business of The Year Award in 2009 and honoured as the Crystal Winner of the ‘2nd Global Award 2010’. They have been awarded Quality Product at the International Standard Quality Awards (ISQ) in 2011 and 2012. Apacs is the leading brand who pioneered and introduced numerous innovations to further improve accuracy and maintain the power in a player’s game. Some of its first-in-the-market innovations include the ‘Hexagon Throat’ joint; the ‘BuiltIn Graphite T-throat’ joint; ‘Chrome Braided’ graphite; ‘Plated Jacquard’ graphite; ‘Scale Netting’ graphite; ‘Inner Tapered Shafts; ‘Slimmest 6.0mm’ shafts; ‘Vacuum Intensive’ racquets; ‘Double Shaft’ racquets; ‘Arrow Tapered Fins Shaft’ racquets; dual-material processed grommets; the ultra-light 55g racquet with a 30 lbs maximum tension strength (compared to other brands maximum tension strength of 25 lbs); professional racquets with 45 lbs maximum tension strength (compared to 35 lbs offered by other brands); and the lowest shaft torsion tilt in the market at four degrees (compared to the six degrees found in other brands. In 2009, Apacs added yet another feature in its cap as the biggest rubber mat supplier in Malaysia with a total of 120 varieties. HISTORY Anthony Lim and Jebbery Lim founded Apacs in 2002 with the aim to promote and distribute high quality sports equipment for the local and international marketplace. The dynamic duo created top quality products utilising the artful combination of technology and craftsmanship. PRODUCTS Apacs Sports features a wide selection of badminton racquets custom made for different levels of players. For example, Fantala Pro 101 is designed for Olympics silver medalist Tan Wee Kiong while Honor Pro is made for Bronze medalist of World Championships Tommy Sugiarto. Innovative racquets such as Asgardia which is lightweight but can handle high tension is definitely enjoyed by intermediate players. Apacs’ accessible assortment of entry level models such as NFS722 are beloved by not just Malaysians but as well as demanded in international players as well. Apart from badminton racquets, they have developed a range of footwears to meet the requirements of every athletes. For instance, PRO shoes are the best choice for professional players. Professional players acknowledged the benefits of narrow-shaped outsoles and thick cushioning for the heel and toes which were designed to minimise injuries such as heel pain or injuries possibly caused by landing hard on the floor following a jumping smash. Apacs apparels featured an extensive variety of sportswear and accessories. The brand’s Dry-Fast t-shirts and shorts are made with heat MARKET Apacs Sports was established in 2002 to provide high quality sporting equipment such as racquets, sportswear, footwear, and accessories for the local and international badminton, squash, and tennis markets. They have not only products that are specialised for professional athletes, but also make options available for casual players. The brand has thoughtfully covered the full market spectrum from entry level to professional players. They have developed its wholesale distribution network across Malaysia, with more than 700 sporting goods dealers and retail stores until today. They expanded their wholesale distribution network in more than 50 countries now, being seen in several regions including the Middle East, South Africa, Europe, North America, South America and Southeast Asia. Apacs Sports is proud to declare that they are among the top three market share holders in Malaysia’s graphite badminton products segment. Their company’s annual growth in sales is estimated at y-o-y of 32%. ACHIEVEMENTS One of Apacs’ highest achievements is the recognition for its Aero-Flight 800 shuttlecock for international games which is awarded in year 2018 by the Badminton World Federation (BWF). BWF is the global governing body for badminton championships over the world. Aero-Flight 800 earned the same approval in the following subsequent years from 2019 to 2022 and 2023 to 2024. On top of that, together with another international level certicate of recognition has

MALAYSIA’S STRONGEST BRANDS | 19 THINGS YOU DIDN’T KNOW ABOUT APACS •• Apacs has been awarded as Superbrands Malaysia for fourteen times and is top three in terms of product ranking. •• Apacs sells more than 1,300 racquets daily. •• Apacs’ innovative world’s lightest racquet with only 55g, which is roughly the weight of a bar of soap. •• Apacs created a unique twelvesteps technology process for testing racquets to ensure compliance with the highest quality. reflective, sweat absorbent, lightweight, high elasticity, quick dry and anti-UV ray fabric. Other accessories offered by the brand also covering bags, grips, grip powder, strings, shuttlecocks, nylon shuttles, and many others sports products. RECENT DEVELOPMENTS Apacs’ Woven Racquet is built to bring better structural strength and reinforcement with striking power, air resistance, responsiveness and vibration absorption compared to the normal racquets. The latest Nano Sponge Carbon (NSC) material has improved the quality of highend racquets and enabled these racquets to be structurally stronger. Others improvements in technology including the built-in T-Graphite Throat, Hexagon Throats, Slim shafts, Titanium shafts, Plated Jacquard, Extreme Power Tech frames, Muscle Wave Heavy Impact frames, in addition to their High-Speed Muscle frames, Power frames, and Wide frames. The built-in T-Graphite Throat stabilizes the racquet joint between the frame and the shaft. It helps to minimise racquet torsion, maximise accuracy of shuttlecock direction, and expand the sweet spot. The unique hexagon throat boosts the function of built-in T-Graphite Throat by up to two times and reduces air resistance in order to provide consistent and stable shots. The Slim 6.0mm shaft is the thinnest in the badminton market with its low wind resistance offering comfort and stability. The Super Slim 6.0mm shaft has maintained racquet stiffness and offers low torsion, as well as higher smashing power and shuttlecock velocity. The Compact High Speed series frame are developed for swift doubles games. It generates swing speeds and shortens the contact time between racquet and shuttlecock. Latest released version of Plated Jacquard and Scale Netting are advanced technology solutions designed to reduce vibration, stabilise frames and strengthen frame structures. Apacs Sports’ had recently launched their latest innovative racquet series such as Fantala 6.0 with the world’s slimmest shaft 6.0mm; Duplex 78 with the high-performance dual carbon-wood reinforced handle; and Feather Weight 55 with world’s lightest racket. Apacs has endorsed world class professional players from different countries such as Lee Hyun Il from Korea, Cheah Liek Hou and Tan Wee Kiong from Malaysia, Tommy Sugiarto, Bhamidipati Sai Praneeth and Subhankar Dey from Indonesia, and many others from countries such as Argentina, USA, Sweden, France, Thailand, Kazakhstan, Uzbekistan, Mongolia, England. Cheah Liek Hou’s incredible journey of becoming the 2020 Tokyo Paralympic Games Champion, supported by Apacs Sports is truly inspiring. Although Cheah’s training and progress was severely hindered by Covid-19 lockdowns, he remained disciplined and formulated his own workout programmes at home, keeping himself fit and ready to fight. Cheah showed everyone the results of his relentless determination when he returned to international tournaments one year later, where he went on a streak of outstanding performances around the world. After months of preparation and hard work, Cheah was up on the Tokyo Paralympics 2020 world stage and determined to be the first ever Malaysian to obtain a Gold in the Paralympic Games badminton event. Apacs Sports is proud to be Cheah Liek Hou’s supporting partner and acting as a sponsor on his journey. Unveiling a tale of resilience and triumph, Apacs proudly presents their partnership with “Gold” following Cheah Liek Hou’s inspiring journey to the top. In a thrilling and emotional performance, we see the Paralympian’s remarkable story and his conquest come to life. We are proud to work with some of the bravest people, the Cosmonauts, showcasing the best qualities in humankind. Venturing out into the frontier, selflessly and tirelessly working together with their colleagues in breaking boundaries. Just like everyone at ISS, we at Apacs also aim to push discovery and innovations to the limits. We constantly strive to make technological breakthroughs in our materials and manufacturing processes, bringing out the best we can offer to our users and customers. For us and the Cosmonauts, being at the forefront of our respective fields means that it’s a never ending quest for knowledge and advancements. PROMOTION Apacs Sports firmly believes in research development for all its products segment to enable the brand to continue innovate effective products. In effort to support its branding and sales strategies, Apacs has created a range of point-of-sale materials including product stand banners, posters, as well as light boxes that carry the company logo. Its products are highlighted in catalogues and flyers as well as making sure its brand is actively seen in national newspapers such as The Star, Berita Harian, Sin Chew Daily. Apacs has also launched its online marketing such as Facebook, Instagram, TikTok, Douyin (Chinese Version of TikTok) and Litte Red Book (“Xiao Hong Shu” Chinese social media platform) and Google search engine advertising, as well as e-catalogue distribution. BRAND VALUES Apacs Sports promises quality control, tested and approved by BWF for all its products. It remains committed to standards of high durability and high usability for all players of Apacs products. They value and support initiatives in educating and promote Malaysian youth to raise up in the sport of badminton.