01. Introduction
Proton brand is the most valuable asset for all the companies in Proton group. It embodies a unique set of perceptions about Proton products and services that are triggered in the minds of Proton public by how others judge what Proton do, how Proton behave, and what Proton say.A strong and well-managed brand at every point of contact with Proton customers and business associates provides the cues that distinguish Proton from it competitors. It helps people to know Proton better and support Proton corporate vision.
1.1 About Corporate Mantra
1.1.1 Core Ideology
1.1.1a Audacious Goal
Driving Malaysia's transformation into a global leader in technology and quality.
1.1.1b Vivid Description
We deliver innovative and superior quality products and services. Our brands inspire confidence and pride.
1.1.2 Purpose
We are a passionate group of people working together, creating exhilarating products and services for global markets, synonymous with great styling, innovation and leading technology.
1.1.3 The PROTON WAY
PROTON employees are dedicated to the Company's long-term success. Every PROTON employee shall operate under the Company's shared values and rely on these values to guide their behaviour with each other and the customers. These values form the foundation of how we work and conduct business.
1. QUALITY
Continuous quality improvement remains the mainstay for PROTON, we make products that are conceptualized, manufactured and delivered in a way that will positively impact our customers.
2. CUSTOMER FOCUS
Customers remain our priority at PROTON. We deliver on our promises to customers' satisfaction.
3. INNOVATION
We challenge the convention, always seeking new and better ways to do things. We view changes as opportunities.
4. TEAMWORK
We trust, respect and share knowledge to foster teamwork at the workplace.
5. SPEED
We have a "can-do" attitude and will not rest until the problem is solved. We have an inherent sense of urgency in everything we do.
6. CARING
As a responsible corporate citizen, we invest in safety, health and the environment.
1.1.4 About Proton Vision
The launch of our Research and Development facilities has contributed a most critical activity, innovation in design and creative engineering methods.We strive to become a successful Malaysian Automotive Manufacturer globally by being customer oriented and producing competitively priced and innovative quality products.Since inception, we have gained a significant international presence bringing Proton to 27 countries across South-East Asia to the Middle-East, China, South Africa, Australia and the United Kingdom. Over the years we have increased cost-efficiency, reliability and quality through the use of automation and robotics in manufacturing processes.The launch of our Research and Development facilities has contributed a most critical activity, innovation in design and creative engineering methods. Consumers can now expect PROTON to deliver more unique, stylish and attractively priced cars. The new Proton branding system is a critical milestone in our continued commitment to realise our vision. Building a powerful brand globally requires us to consistently manage all points of contact with our many audiences and ensure that they are in harmony with our guiding vision.
The first and foremost representatives of the PROTON brand are our people. The way we listen to our customers' needs and the way we respond to these needs leave a powerful impression in our customers' minds as to who we are and what our brand stands for. This is the motivation behind everything we do for our customers and is defined by three primary components:
1. Positioning
2. Personality
3. IdentityThese components of our brand strategy are all built around a compelling central idea about our brand that drives all other expressions. It is our ability to deliver on this vision that creates our customers‚ preference for our brand over those of our competitors.
Personality
Proud, Reliable, Innovative, Knowledgeable, Caring.We are committed to delivering competitive quality products and services, total customer satisfaction and shareholder value by building on our competencies, adhering to the highest levels of integrity and professionalism and in continuously investing in maximising the potential and knowledge of our people.
At PROTON, we have challenging but unique opportunities to change people's perceptions of what we stand for by asserting a clear brand personality founded on a set of brand attributes that should guide all our activities and communications.
Proud.
Although relatively brief, our Company history is one of the remarkable achievements of which we are proud of. In our pride lies the vital energy that drives us forward and forces us to take on new challenges.
Reliable.
Naturally, we are committed to providing quality products and services. More important is however receiving recognition for such quality from our customers. Not only our customers but also our business associates and shareholders need to trust our ability to deliver on our promise of quality. Our people are the impetus for this success and to this end we are dedicated to building a learning organisation, focusing on human resources development and long term employment.
Innovative.
Challenging the status quo we continually seek new and unique solutions, products, services and distribution means in anticipation of changes in customer expectations. Our ability to innovate is also geared at developing collaborative relationships with other national projects to assist in the development of indigenous products able to compete in the international markets.
Knowledgeable.
Our practices are embedded in total quality management and the ability to add value in an expert way. We continually strive to expand our skills and expertise in order to find better solutions and produce better results. As a national project, Proton is also committed to lead in the acquisition of intellectual capability in design and technology, which will propel the nation to achieve the status of an industrialised nation.
Caring.
With people as our primary focus, we are committed to building a friendly organisation, centred on personal touch and sensitivity to customers' needs with clear communications leading to mutual understanding. As an asset to our nation, we are also a responsible corporate citizen, committed to the development of our nation.
Identity
More than just a graphic device, the new PROTON identity is our mark of pride, which embodies the positive qualities that have come to be associated with Proton over the years. The diamond shape, derived from our very first top mark, and the colour scheme are a symbol of continuity with our past success.
The tiger head conveys clearly our Malaysian heritage being associated to the two tigers displayed on our national coat of arms. The tiger is thus a symbolic representation of our origins and stands for the value we represent as a national project. Historically it is a symbol of royalty throughout Asia - much like the lion was in the old world - and is an animal believed to hold magical powers by many cultures. From the power of this mighty creature we derive a strong allegorical expression of the quality that distinguishes our products.
About Proton Logo History
Like all organisations, we are guided in our daily efforts by a mission that qualifies what we do in the marketplace. Our brand is however defined by the sum of all lasting impressions we leave with our many audiences. This impression is derived from the special characteristics with which the public identifies. This brand perception can be formed either by default as it is determined by others in the course of a company's activities or it can be positively managed and designed for a specific response.
In PROTON's early inception back in 1983, the PROTON logo was created to symbolize strength and Malaysian heritage.
In conjunction with PROTON's move to export its car to markets in Europe and Australia, among others, the PROTON badge needed to reflect international class and liberalism.
To incorporate the traits of the tiger and to unify all PROTON badges worldwide, Proton introduced a new badge in 2000.
