Asia’s Most Promising Brands: Professor Malcolm McDonald

Over 60 per cent of all corporate value globally resides in intangible assets and of these, the brand stands supreme, as everything an organisation does manifests itself in the offer made to customers and this is represented by the brand name.

Prof. Malcolm McDonald, Legendary Brand Guru, Chairman – The Malcolm McDonald Academy

Against this background, there was one other factor that persuaded me to join the Jury of ‘Asia’s Most Promising Brands’. It is a fact that, whilst emerging economies are heralded as an opportunity for western brands, Asian brands are increasingly breaking out of their native markets and going global successfully.The final and clinching factor for me, however, that persuaded me to give up a big chunk of my busy life, was the dedication, professionalism and passion of all those involved in ‘Asia’s Most Promising Brands’.

I have found the vision and skills brought to bear by the Jury in the difficult task of ranking the many hundreds of brilliant brands to be truly inspiring. KPMG and the World Consulting & Research Corporation provided a detailed, dispassionate and authentic infrastructure against which the Jury has worked tirelessly and to the best of its ability to identify this year’s winners.Great stars shine brightest when the sky is darkest and in austere times,great brands bestow confidence and pleasure and take the long view.

A great brand is the distillation of years of creativity, sweat, ambition and investment. A great brand is a way of running a fantastic business and transferring your finest dreams about your company to your customers.My time working with such professional people in their efforts to identify Asia’s great brands of the future has been awe-inspiring for me. At the age of 75, I thought I had done and achieved most things in my professional life. How wrong I was ! This ranks at the very top of my professional career and is an experience I shall never forget. Thank you all and of course congratulations to all this year’s winners.

Professor Malcolm McDonald

(Executive Chairman of the Jury )
Chairman, The Malcolm McDonald Academy