MEDIA RELEASE

Press Release 

November 10th, 2025

For immediate release

APOTHEOSIS: A STAIRWAY TO HEAVEN

Petronas Philharmonic Hall Kuala Lumpur, 10 November 2025 – The World Brands Foundation (TWBF), the world’s premier branding foundation and custodian of The BrandLaureate Awards, proudly unveiled “Apotheosis: A Stairway to Heaven”, a grand orchestral concert in commemoration of The BrandLaureate’s 20th Anniversary – a spectacular culmination of two decades of branding brilliance, leadership, and legacy.

A Symphony of Vision, Values & Victory

Unlike a traditional award gala, this philharmonic-style production fuses live orchestra, narration, and cinematic visuals – a first-of-its-kind celebration where branding itself takes center stage.

“Apotheosis,” meaning the elevation to divine or ideal status, mirrors how The BrandLaureate has transformed branding into a universal symbol of excellence, purpose, and pride.

Through its inspiring fusion of sound, story, and spectacle, Apotheosis: A Stairway to Heaven reimagines The BrandLaureate’s twenty-year journey as a living symphony — a story of vision that inspired action, action that created success, and success that built legacy.

Each movement of the performance unveils a chapter in The BrandLaureate saga – its founding ideals, its mission to honour and uplift great brands, and its continuing evolution as the world’s foremost advocate for branding, leadership, and inspiration.

Honouring the Man Behind the Movement

The night also witnessed the conferral of The BrandLaureate Apotheosis of Branding – The Legendary Founder Lifetime Achievement Award 2025 to The Honorable President Emeritus Professor Dr. KK Johan, Founding Father of The World Brands Foundation and the visionary who “built a brand out of nothing — just a paper, a pen, and a purpose.”

Recognized as The King of Branding, Hon. President Emeritus Prof. Dr. KK Johan has spent his life elevating branding from concept to global cause. His influence has transcended industries and nations – uniting leaders, luminaries, and legends under one timeless ideal: to brand the world, one legacy at a time.

As the citation proclaimed, “His love for branding has placed him upon a loftier and nobler pedestal – yet at his apex of attainments, he remains a humble soul at heart.” This highest honour immortalizes his two-decade contribution to shaping the world’s understanding of branding as both art and science.

From Vision to Legacy: The Meaning of Apotheosis

Apotheosis embodies the ultimate ascent, where vision meets purpose, and dreams ascend into legacy.  It is both a tribute and a transformation: a tribute to the brands and leaders who have journeyed alongside The BrandLaureate for twenty years, and a transformation into a new era of global branding enlightenment.

In the words of The Honorable President Emeritus Prof. Dr. KK Johan,

“This night is not just a celebration of 20 years – it is a culmination of dreams that refused to fade into the night… of values that held firm against all odds… and of people who believed that branding is more than a strategy – it is the very soul of everything worth cherishing.”

“Apotheosis reflects our belief that branding is an art form – a harmonious blend of creativity, conviction, and contribution,” said Ms. Chew Bee Peng, Chief Executive Officer of The BrandLaureate.

Celebrating 20 Years of Branding Greatness

From the golden halls of The Majestic Hotel to the grandeur of Dewan Filharmonik Petronas, The BrandLaureate’s 20th Anniversary year has been a living testament to its mantra:
“Honouring our Past, Celebrating our Present, Inspiring our Future.”

Following The BrandLaureate 20th Anniversary Special Limited Edition BestBrands Awards 2025, where over a hundred distinguished brands and leaders were honoured, Apotheosis crowns the celebration with artistic majesty – transforming branding into a universal language of hope, harmony, and humanity.

During the concert, Hon. President Emeritus Prof. Dr. KK Johan announced plans to declare November 11 as World Branding Day and to designate Malaysia and ASEAN as the Branding Hub of the World – reinforcing the region’s leadership in the global branding arena.

A Crescendo to Remember

Apotheosis: A Stairway to Heaven is not the finale – it is the overture to a new era. It stands as The BrandLaureate’s musical gift to the world, an ode to passion, perseverance, and purpose.

“Great brands are not built overnight. They are forged through vision, strengthened by challenges, and elevated by unwavering dedication.” – Prof. Dr. KK Johan

As the final notes echoed through the hall, one truth resounded – The BrandLaureate has not merely celebrated 20 years; it has defined a new era where branding itself becomes a symphony of greatness.

Media Contact

Ms. Stefanie Klyr
PR & Communications, The BrandLaureate
📞 03 7710 0348 / 349 ✉ stefanie@thebrandlaureate.com | pr@thebrandlaureate.com
🌐 www.thebrandlaureate.com

About The World Brands Foundation (TWBF)

The World Brands Foundation (formerly known as the Asia Pacific Brands Foundation) is a non-profit branding foundation dedicated to promoting the importance of branding on a global scale. Established in 2005, the Foundation is led by World President, The Honorable President Emeritus Professor Dr. KKJohan, alongside a Board of Governors comprising esteemed industry captains and brand icons.

TWBF champions its mission to educate, elevate, and advocate the value of branding, firmly believing that “the brand is the business, and the business is the brand.” This encapsulates the Foundation’s philosophy on the critical role branding plays in today’s highly competitive business environment.

In 2006, TWBF launched The BrandLaureate BestBrands Awards—a prestigious mark of brand excellence that honours outstanding brands across various industries. These award-winning brands are recognized for their strategic brilliance, innovation, and exemplary brand leadership. Following its success, TWBF curated a series of specialized awards, including: The BrandLaureate SMEs BestBrands Awards, The BrandLaureate Brand ICON Leadership Awards, The BrandLaureate World Halal BestBrands Awards, The BrandLaureate DigiTech BestBrands Awards and several others over the years.

To date, over 3,000 brands and more than 500 international brand personalities—including statesmen, Nobel Laureates, corporate leaders, academicians, celebrities, and athletes—have been honoured through The BrandLaureate.

TWBF’s global footprint began expanding in 2017 with the BrandLaureate Special Edition Awards in Ho Chi Minh City, Vietnam, followed by events in Singapore and Hanoi in 2018, and Singapore and Shenzhen, China in 2019. Strengthening its international presence further, 11 country presidents were appointed to represent Australia, Brunei, China, India, Japan, Malaysia, Philippines, Singapore, South Korea, Thailand, and Vietnam.

In line with its vision to establish a stronger global presence, Singapore was officially named the headquarters of TWBF and The BrandLaureate. The BrandLaureate International Pte Ltd was registered in September 2024, and the inaugural BrandLaureate Brand of the Year Awards Singapore was held on February 25, 2025.

Today, The BrandLaureate BestBrands Awards stands as a beacon of inspiration, motivating brands and individuals to lead with purpose, integrity, and vision. In addition to its awards, TWBF runs corporate education programs including Certification in Brand Management and Brand Leadership to further empower professionals.

With the world’s first Brand Gallery featuring over 400 international brand personalities, TWBF continues to push boundaries, serving as a dynamic global force in branding, and inspiring brands to achieve excellence and distinction on the world stage.