Today (March 21, 2004, the polling day for the 11th general election) Malaysia is the country on the minds of a large number of people all over the world. They are following the outcome of two keenly contested events taking place here.

One contest will decide the winner of the Petronas Formula One Malaysian Grand Prix, a race that will be telecast live to hundreds of millions of fans in the four corners of the globe. The other will determine the leadership of the country.

For the vast majority of Malaysians and many non-Malaysians in countries near and far, the much more significant question to be settled today is the winner of the country’s general election.

Despite the gulf between the expectation from the two events, there is one result that few will think of disputing. That is, both contests will have a peaceful ending.

There is no fear of any outbreak of serious violence after polling; there has been none prior to polling.

And there has been none since 1969. Malaysian elections have been a model of efficient organisation and exemplary behaviour by voters, who have returned strong and capable governments.

This 11th general election since independence will be no different.


A peaceful, democratic nation that is a model to the world

To many around the world, Malaysia is a model nation.

It is prosperous, safe, peaceful, progressive and business-friendly.

The people are tolerant, well-educated, hard-working, innovative, creative and international in outlook.

All the world’s great cultures and religions are here, existing in harmony and practiced freely.

Our remarkable economic achievements have inspired many developing countries to take a similar path to growth.

Our success in uniting one of the most ethnically and culturally diverse populations has been applauded as a magnificent example of balanced social management and magnanimity among the races

Our unique political power-sharing formula has created a parliamentary democracy that has stood the test of time and trials, to emerge as one of the most stable in the world.
At the same time, Malaysia is home to a number of world-renowned icons that testify to the ability of its high achieving people.

The city of Kuala Lumpur, the Petronas Twin Towers, the Kuala Lumpur International Airport, the well developed seaports, the F1 International Circuit and world class sports facilities, the superb physical infrastructure, the Multimedia Super Corridor information technology hub and the smart administrative capital of Putrajaya have added to Malaysia’s reputation and image as a high achieving, dynamic country.


Malaysia is a brand of success, of positive imagery

We must manage this wonderful mix of races, cultures, religions and economic prosperity well. We must protect this very positive image and further develop it.

Today’s election, the first since the smooth change in leadership to Prime Minister Datuk Seri Abdullah Ahmad Badawi, will reinforce that brand image.


The culture of quality performance and distinction

Brands, however, are no longer simply just about quality of products or services. They must reflect the values and fundamental philosophies befitting the characteristics of an advanced society.

It is never enough to have only hard icons if the country does not work well. At the heart of branding is the culture of quality and performance.

The physical infrastructure is in place. Now it is time to develop the people, the content. It is the people who will make the difference, people who are devoted to excellence, to building a society of distinction. It is people who will achieve glory for the nation.

This message is being driven home by Abdullah, who will lead the way.

He is focusing on youth development as the next stage of the country’s steady progress to the goals of Vision 2020.

He is looking to improve the quality of education, to produce smarter Malaysians who can advance the frontiers of science and technology and creativity.

He is seeking to develop a nation of people with honesty and compassion, who are more aware and enlightened. He is striving to upgrade the standard of public and private sector governance.

He is aiming to inspire excellence in what we do by using better ways than what we have, even in the performance of the simplest task.

His vision is to enhance the global reputation of the country, making it more resilient, more competitive, more innovative, more respected.

Under Abdullah’s leadership, we are moving from “Malaysia Can” to “Malaysia Will”; “can” underlining our ability and “will” our determination and commitment.

Abdullah is not alone in his mission. He leads one of the best known Malaysian brands, one that has been shaping people’s opinions and the country’s destiny ever since we became an independent nation.

It has given people what they want in terms of product quality and the satisfying experience that is the product promise. Through consistent delivery of products and product quality, it has kept most people loyal to the brand.
That brand is Barisan Nasional.


The force behind the branding of Malaysia

The branding of the country is very much tied to the policies and effectiveness of the Barisan Nasional.

The Barisan Nasional brand is largely perceived as positive. It is all about unity, stability, harmony, prosperity, progressive and visionary leadership.

It is a brand that is inclusive. All the ethnic groups in the country are represented therein.

It is a brand that stands for consultation and power-sharing. It is the brand with the culture that has enabled the country to develop to be a quality society. It is the only brand known to the public as capable of delivering what most people want.

Now it will be further enhanced by the incorporation of values of better public accountability and transparency and greater integrity.

What it stands for will influence how people perceive our Government and country to be.

And that stand is now inspired by the ideals of excellence, glory and distinction embodied in the policies and programmes that Abdullah has prepared to take the country to the next threshold.

A landslide victory for him and the Barisan Nasional would be a powerful endorsement of those values.

They will then become part of the country’s brand image.