Trax Associates | Tenaga NasionalBranding of Malaysia’s largest IPO
Trax Associates is a strategy consulting firm with a brand-driven focus. We forge the alignment of business ambition with market delivery offering companies a sustainable competitive advantage through brand building insights and methods.
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Project

‘POWERING THE NATION’S PROGRESS’

Client

Tenaga Nasional

Project Lead

CT Hew (Burson Marstellar)

Brand Lead

Yasmin Merican (BSB Malaysia)

Date

1991-1992

About This Project

The branding of Malaysia’s second largest utility broke new ground for Malaysian equities with the participation of both local and foreign institutions in the IPO (Initial public offering). Early brand building in readiness for the flotation exercise contributed to oversubscription by more than three times signaling investor confidence in Tenaga’s future market potential.