Brand creation, protection & management – the AYS story


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In AYS we aspire to build a sustainable business that goes beyond the conventional commercial platform. We want to play a part to create the most impact to the life of our consumers and society,

Our goal is to be a trusted brand for International Business Advisory, Halal Eco-System, Specialty M.I.C.E & Halal RTE Meals provider - beyond religion boundaries, across nations, to create a truly "Borderless Future" for our clients and partners.

Besides halal ready to eat meals, we have started a new and exciting business platform in 2013, ie to help companies and government trade organizations around the world to achieve their international business development goals.

We generate leads, develop market entry and development strategies, identify and connect distributors and partners in our specialty markets – ASEAN, Middle East, China, Indian Subcontinent and Africa. Check out for more information.

We also provide the following services:

1. Training and consultancy services for setting up of Halal eco-system. Our focus is to provide advise and training to governments, as well as entrepreneurs around the world on halal compliance, management of a halal business, and marketing of halal products and services.

2. Coaching for owners/CEOs - a high level hand holding program for owners and CEOs of an organization, with special focus on corporate strategies and marketing of their organizations.

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Brand creation, protection & management – the AYS story

  1. 1. EU-ASEAN Project on the Protection of Intellectual Property Rights (ECAP III Phase II) Workshop for ASEAN SME Trainers On The Promotion Of Brand Creation, Protection & Management Exchange of information on best practices concerning SME awareness in the ASEAN region and in the EU - Malaysia perspectives The AYS story This Project is co-funded by the European Commission and the Office for Harmonization in the Internal Market (OHIM)
  2. 2. ECAP III PHASE II Flow of messages (20 minutes): • About AYS • Malaysia’s perspectives – AYS’s story • Top 5 things a company should know about brand protection • Classes of trademark” for a food product • Things to do to prepare for trademark registration • What to do after securing a trademark
  3. 3. Our Vision: To be a trusted brand for International Halal Business Advisory, Specialty M.I.C.E & Halal RTE Meals Our Mission: Deliver Beyond Religion, Across Boundaries… Creating a Borderless Future
  4. 4. OUR CORE SERVICES: 1. International market entry & development advisory services 2. Management of exclusive business matching & exhibition 3. Speaking on business, marketing and profit enhancement 4. Provider for Halal ready to eat meals Visit us at for more information
  5. 5. We assist you to develop a clear road map for exponential growth • Management expertise /skills: Very vast and successful experience in International business of Fast Moving Consumer Goods Industry. • Strategic Planning, implementation and development. • Brand – Category – Product – Markets – Trade – Channels – business analytical, Positioning. Actionable competencies and dynamics. • Operating Plans – with vision and right business sense – Game changer. • Effective profit improvement program without hurting the progress and business growth. • High scale of growth in time.
  6. 6. We can tailor make MICE program for you (meeting, incentive, conference, exhibition) Our signature program: 2 in 1 Combo “Business Matching + Exhibition”
  7. 7. The AYS story Brand creation, protection and management of
  8. 8. It is all started with the passion of promoting favorite Malaysian meals to the world in 2008…
  9. 9. AYS created a NEW category in the Malaysian F&B industry:
  10. 10. The AYS Story… Sri Kulai’s BRAND PROMISES.. No Added Preservatives No Added MSG Biodegradable Packaging
  11. 11. Licensing of Sri Kulai RTE Station: Low Cost, No kitchens!
  12. 12. What the industry says about aYS… A 1-InnoCert Double A’s Rating Company
  13. 13. Media Coverage: Print & TV
  14. 14. Top 5 things a company should know about brand protection via IP 1. The different types of IP protection available eg Patent, Trade Mark, Industrial Design, Geographical Indication, Copyright 2. IP registration such as statutory requirements 3. Rights of an IP holder 4. Protection coverage eg territorial coverage and duration, limitations, priority of claim 5. Importance of managing of IP
  15. 15. Things to do to prepare for trademark registration 1. To conduct a search on its availability (no similarity) 2. To meet requirements under the Trade Marks Act 1976 and its regulations
  16. 16. Trademark clarification of goods and services Goods : Class 1 to Class 34 Services : Class 35 to Class 45
  17. 17. Classes of trademark registered for Sri Kulai CLASS 29 Meat, fish, poultry and game; meat extracts; preserved, frozen, dried and cooked fruits and vegetables; jellies, jams, compotes; eggs, milk and milk products; edible oils and fats CLASS 30 Coffee, tea, cocoa and artificial coffee; rice; tapioca and sago; flour and preparations made from cereals; bread, pastry and confectionery; ices; sugar, honey, treacle; yeast, baking-powder; salt; mustard; vinegar, sauces (condiments); spices; ice. CLASS 43 Services for providing food and drink; temporary accommodation
  18. 18. Investment costs • Cost for filing IP claims from trademarks to copyrights and patents could cost less than RM3k, or depending on the complexity upto between RM30-40k. • By making the investment to stake the IP claim early on in the early start up phase: • protect their assets during the company’s rapid rise • leverage the branding to maximize exposure and potential revenue.
  19. 19. Foot for thoughts • As a startup: • may not need to go all out on IP at the beginning • have the basics covered such as the name of the company and brand name • protecting the innovative aspects of their products as the company grows. • It is upto the owner to map out the delicate balance of costs and benefit as the company grows to ensure that they do not loose out in any potential IP clash.
  20. 20. What does a company need to do after securing a trademark • Depending on the company’s objective – such as Branding awareness exercise, Managing mark • “TM” change to “R”: • “TM” - an unregistered trade mark (already apply for trade mark registration but pending approval) • “R” – a registered trade mark • The duration will depends on the application process, whether there are objections, appeals, hearings.
  21. 21. Passing off The law of passing off prevents: • one person from misrepresenting his/her goods or services as being the goods and services of the claimant • also prevents one person from holding out his or her goods or services as having some association or connection with the plaintiff when this is not true.
  22. 22. EU-ASEAN Project on the Protection of Intellectual Property Rights (ECAP III Phase II) For more information on AYS Tel: +60-3-6272 1707 or