CorpComms Magazine

While marketeers like to sell re-branding as a positive move, more often than not, it represents a belated attempt to repair reputational damage. So when the New Straits Times, Malaysia's main English-language newspaper, suggested it may be time to dispense with the country's advertising slogan 'Malaysia: Truly Asia', it was a clear sign that something was up.

The paper, which is usually quite close to government thinking, said the slogan was “no longer unique to Malaysia” because other countries in the region were also becoming “increasingly more multiracial and multicultural”.

However, the real reason that Malaysia is looking increasingly less unique is, more likely, because it has been hit over the last year by the sort of corruption scandals and political divisions that are endemic in Asia.

Nevertheless, for some reason, Asian governments believe they must brand their countries if they are to attract tourists. While America, Britain and France don't feel the need to have a national slogan, here in Asia, we've got 'Incredible India', 'Wow Philippines' and 'Uniquely Singapore', as well as Malaysia: Truly Asia.

With Malaysia and other Asian countries experiencing sharp declines in the number of foreign tourist visits, re-branding is increasingly being seen as one way for tourist boards to show they're doing something to ease the slowdown.

But, while branding consultants may be rubbing their hands with glee at the thought of winning a juicy government contract in Malaysia, I'm not sure a new slogan will do much to reverse a fall in tourism that is driven by the deteriorating economic climate.

Unless - that is - Malaysia can be re-branded as a budget holiday destination. And, with four star hotel rooms in Kuala Lumpur going for as little as £40 a night and no-frills carrier AirAsia launching £200 return tickets from London to Malaysia, that may not be too difficult.

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