Superbrands and branding on television

In Week 9's episode of Brand Malaysia with Peter Pek, Peter talks to Mark Pointer, Regional Chief Executive Officer of Superbrands, and Anne Low, Partner and Producer of Popiah Pictures.

Superbrands is the world’s leading independent arbiter of brands, and also the largest, operating in more than 80 countries around the world. Its invitation-only programme promotes the world’s best and most valued brands, and provides brands with a marketing, PR and promotions platform. Members of Superbrands read like a who’s who of branding. They include some of the world’s most iconic brands like Coca-Cola, American Express, Sony, Nokia and McDonald's.

Under a completely new management team in Malaysia, Superbrands has put a revamped programme in place. In addition, Mark reveals exclusively to Brand Malaysia with Peter Pek, that Superbrands will be launching Superbrands TV for the very first time, and that Malaysia has been selected as the first country to run this extension programme. Superbrands TV is a 30-minute documentary and infotainment show which will feature two brands per episode. It will be broadcast on national television and is expected to have its worldwide première in the later part of 2008.

Popiah Pictures is one of Malaysia’s leading independent drama and TV production houses, and is the company behind some of Malaysia’s most dynamic, fresh and exciting drama series, from the glamorous ‘Getting Together’, to the sophisticated ‘Each Other’ and the award-winning ‘Table for Two’. Their maiden Malay-language production ‘Realiti’ was nominated for Best Drama Series for Anugerah Skrin 2007. The team at Popiah are also well-versed in handling other genres and formats, having also produced Soong Ai Ling’s lifestyle magazine show, ‘E-Life with Ai Ling’, ‘Mama dengan Neslac’, a child parenting show, and the hit reality shows ‘Nescafe Kickstart’ and ‘The Firm’. Its latest production, ‘Ghost’, starring Nazrudin Rahman, Cheryl Samad, Carmen Soo, Reefa and Razif Hashim, is currently airing on 8TV.

Popiah Pictures has also broken new ground in the field of partnering entertainment with brand names, creating not only good television, but paving an alternative way for brands and corporations to reach a wider audience through the compelling media of television. Past clients who have enjoyed a successful and fruitful partnership with Popiah include Sony, Nestlé, Unilever and Procter & Gamble.

Anne Low, Partner and Producer of Popiah Pictures, together with
Mark Pointer, Regional CEO of Superbrands, at Radio24's studios.

So, how exactly can a brand become a “super brand”? What exactly is Superbrands and what do they do? What is the selection criteria for Superbrands? How do brands benefit from the Superbrands programme, and why would they want to participate? If Superbrands is not an award as such, what is it? What is Superbrands TV all about? Superbrands itself has become a major brand around the world. What is Superbrands doing to build its own brand? How do brands get in touch with Superbrands?

Brands are always trying to find ways to create and build empathy with their markets. A growing trend is to use product placement in films and on television. How are brands doing this in Malaysia? How can you get your brand on TV? What costs should one expect to budget for? Who do brands see if they are interested in product placement? What is the quality of television production in Malaysia compared to other countries in the region? What are the trends for brands using TV as a medium of communication?

To find out the answers to all these burning questions, tune-in this week to Brand Malaysia with Peter Pek.