This is indeed a moment of great satisfaction to witness the successful execution of the 4th annual edition of Brands of the Year Award 2010. I must congratulate the entire team of Brands Award Council of Pakistan for their hard work, temperament and dedication. The brand is a special intangible that in many businesses is the most important asset. This is because of the economic impact that brands have. They influence the choices of customers, employees, investors and government authorities. In a world of abundant choices, such influence is crucial for commercial success and creation of shareholder value. Even non-profit organizations have started embracing the brand as a key asset for obtaining donations, sponsorships and volunteers. Some brands have also demonstrated an astonishing durability. The world's most valuable brand Coca-Cola is more than 118 years old and the majority of the world's most valuable brands have been around for more than 60 years.

The brand is one of the few assets that can provide long-term competitive advantage. Keeping in view the importance of the above mentioned facts, The Exhibitor Group in the year 2006, conceived and presented the idea of Brands of the Year Award. This idea is aimed at promoting brand culture in Pakistan and to bring Pakistani brands to the international mainstream by educating the business community of Pakistan about brand management, spreading awareness of brand importance and to emphasis the necessity of brand development in today's world.

Alhamdolillah, with collaborative efforts of the organizers and our management, Brands of the Year Award has now achieved the status of an unprecedented hallmark of brand recognition in Pakistan.