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DEVELOPING A BRAND STRATEGY FOR MALAYSIA’S MARITIME INDUSTRY

MIMA Seminar room
13th - 14th July 2017

The Maritime Institute of Malaysia organised a two-day workshop aimed at developing a brand strategy for Malaysia’s maritime industry on behalf of the Ministry of Transport. The workshop was an implementation activity under the Malaysia Shipping Master Plan (MSMP) and continued the work of last year’s MSMP Lab Engagement.

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Participants of the brand strategy development workshop

The purpose of the workshop was to effectively communicate a common vision and align goals for both government and industry to work towards. It sought to develop a strategy to highlight the competitive advantages of the Malaysian shipping industry and Malaysian seafarers and enhance its global image.

MIMA engaged Dr Paul Temporal, a global expert on brand creation, development and management, to facilitate the brand strategy development exercise. Thirty representatives from the maritime industry, and the federal and state governments participated.

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Dr Paul Temporal providing guidance to participants

Participant selection was based on experience, ability to contribute constructively to the development process, willingness to transfer the knowledge to others within their organizations, and the influence to implement the agreed plan of action.

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Participants engaging in presentations and discussions

The workshop was successful in terms of agreeing on the main building blocks required for achieving the brand strategy and the further action needed in the process.

The outcome of the workshop will be presented during the World Maritime Day to be held on 5th & 6th September 2017.

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