USM received the award in the Corporate Branding, Best Brands in Education-Tertiary Category in an award presentation ceremony graced by the Prime Minister, Datuk Seri Abdullah Ahmad Badawi. Prof Ahmad Shukri Mustapa Kamal, the Acting Vice-Chancellor, received the award on behalf of USM..
The prime minister, in his speech, said that branding of a product plays a key role in the success or failure of that product.
He added that branding could change one’s perception towards a product and it also plays a role in carrying the name of the product to the point where it is accepted internationally.
"Brand building is no easy task. It takes a long time, especially to find an appropriate method of creating trust in the product," he said.
Abdullah added that whoever hopes to ensure that their product brand not only can withstand the test of time and compete internationally, must continue to learn and not lose heart easily.
"There must be a deep sense of commitment and dedication in building a brand name and of course, very great sacrifice.
"All this will ensure that our brand name will not only be well-known but respected globally," he said. Datuk Seri Abdullah Ahmad Badawi was conferred the BrandLaureate - Lifetime Achievement Award 2008/2009 for his contribution in leading the country and initiating reforms in the nation.
A total of 10 main awards were presented to corporate organizations and institutions of higher learning (IPT) for their success in creating a brand name, recognized in Malaysia and in the Asia Pacific region.
Three outstanding Malaysians were awarded the Brandlaureate Brand Personality Awards 2008/2009. They were the Chief Executive Officer and President of Permodalan Nasional Berhad (PNB), Tan Sri Hamad Kama Piah Che Othman; Chairman and Chief Executive Officer of the Berjaya Corporation Berhad Tan Sri Vincent Tan and Executive Chairman of Westport (M) Berhad, Tan Sri G. Gnanalingam.