Branding Strategy in Malaysia

Hiroyasu Umeda, Teo Sze Yi, Takuya Kuwabara, Takako Nagatsu and Foong Sow Lynn

No 2025-RPR-43 in Books from Economic Research Institute for ASEAN and East Asia (ERIA)

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.

Date: 2026
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