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APBF Asia Pacific Brands Foundation

The Asia Pacific Brands Foundation (APBF) is a non-profit organization dedicated to the promotion and improvement of branding standards in the Asia Pacific region and across the globe.

Administered by a Board of Governors, it was set up in August 2004 by a group of dedicated professionals who had a strong interest and desire in nation building. This was further inspired by the call of the fifth Prime Minister of Malaysia, YAB Datuk Seri Abdullah Ahmad Badawi, that “Branding Malaysia is the next big task”.


To promote branding throughout the world as well as identify and nurture outstanding Malaysian brands to be global brands.


To educate and disseminate the importance of branding the Asia Pacific and globally, with the aim that a branding culture aided by best practices will then position Malaysia amongst the world’s great nations.


» Initiate The BrandLaureate Awards for deserving brands in the Asia Pacific region and the world.
» Inculcate good branding practices and standards in Malaysia and the Asia Pacific region by co-operating and establishing links with like-minded organisations and individuals.
» Write and/or publish position papers on branding issues that it deems of sufficient importance.
» Organise symposia, conventions and forums to discuss or display brands or branding issues.
» Nurture and promote emerging brands to be global brands by launching The BrandLaureate – SMEs BESTBRANDS Awards.
» Recognise strong and inspiring brands in the region with The BrandLaureate BESTBRANDS Awards.
» Honour deserving icons who have successfully built their brands; be it corporate or personal through The BrandLaureate Brand Icon Leadership Awards.

The BrandLaureate

The BrandLaureate is the sobriquet for the APBF Brand Excellence Awards. As the definition of “laureate” is one that is worthy of the greatest honor or distinction, being conferred The BrandLaureate Award is a defining moment as it is a testimony of the brand’s success and an endorsement of being with the best and an acknowledgement of the brand’s value, strength and character.

The BrandLaureate Awards is the ONLY Brand Award endorsed by His Royal Highness Duli Yang Maha Mulia Yang di-Pertuan Agong, Tuanku Mizan Zainal Abidin.




President's Speech

CEO's Message

Life as a Brand


Board of Governors

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