I have joined the Brands Foundation board of Directors as Chairman in June 2011 and even though the association is very small, I am pleased to become more engaged in a task which is so vitally important for the business community and the economy of this country.

“Brand” is a word so common but so diversified are the requirement of this word in today’s world that branding has taken shape of a comprehensive scientific discipline. Innovations in application of technology are --- the order of the day. The era of brand building through mass media advertising is getting over. Defining the essence of a brand is only part of the battle and communicating it to the consumer is the prime combination of arts and science. The predominant thinking of most successful brand developers is not so much the old game of reaching consumers but rather finding ways to get consumers to invite brands into their lives. It is on this turning point of the history of branding that we are going to celebrate the 4th edition of Brands of the Year Awards 2010. Since start “Brands of the Year Awards” has been performing miraculous and is a known recognition in the corporate world of Pakistan. It is an immense credit of “Brands of the Year Awards” that in last four years more than 4500 brands have participated in the contests, out of that only 575 have been ranked as top winners in their respective industry categories.

Synergy is a classical mechanism which can be observed at its best when we observe the great partnership of management of Brands awards management with IPO Pakistan, PSQCA and Ministry of Industries and has been declared as the best example of public private partnership. It is the divine fruit of this synergy that Brands Foundation has come into existence with such a gigantic scope of responsibilities and authorities. We are committed to the objectives of Brands Foundation and want to ensure that we continue to develop relationships with our partners that demonstrate transparency, accessibility, professionalism and well being of the entrepreneur and economy of this country.

It is a great honor to chair the Board of an organization that is so passionate about telling Pakistani Brand’s success story to the world. I want to take this opportunity to thank IPO Pakistan, PSQCA, Ministry of Industries and other public sector organizations for their commitment and dedication to the objectives of Brands Foundation. I would also like to acknowledge the dedication and hard work of our Board members and especially want to acknowledge the visionary contribution of CEO Brands Foundation Sheikh Rashid Alam, whose immense contribution has made this all possible. Togetherness is divine----it has the power to bring progress and success to our existence and endeavors respectively. World is full of people who dream and who say that we should act, but there have been very few who actually rise to the occasion and start to act.