This webinar was organised by the British Malaysian Society (BMS). David Stringer-Lamarre, MD of FortisCL, within his role as an Executive Committee of the BMS, was pleased to be the moderator of this webinar.

The welcome address was delivered by BMS Chairman, Mei Sim Lai OBE DL. The expert speakers were Professor Phil Cleaver, Middlesex University and Sabila Din, Founder of Din Consultants.

Some of the comments that were made:

• Brands are an an accumulation of emotional and rational associations
• Brands create value
• There are a range of stages in the creation of a brand; 8 was suggested
• At present some brands will succeed where they help people navigate their lives