Brand Alliance, a brand consulting firm, is releasing its inaugural book, “Influential Brands: A documentary of their heroic rise.” This book launch coincides with the firm’s “2014 Influential Brands” conference, themed “Celebrating brand leadership and Asia brand heroes”, taking place on November 7, 2014, at the Suntec City Convention Centre.

Source: Brand Alliance. Alibaba’s brand story is in the book.

The book offers never-before-seen insights into the development of well-known brands, particularly those from Singapore. Brand Alliance believes this book will be an invaluable tool for aspiring entrepreneurs, students, academics, and marketing and branding professionals seeking to understand how ten of Asia’s most influential brands rose to prominence.

The book aims to highlight the significance of branding, provide educational value, and inspire readers to establish their own successful brands. Brand Alliance emphasizes the contributions of Asian brands to the global business landscape, asserting that their stories offer valuable lessons for future business leaders and entrepreneurs.

The company hopes the book will foster a sense of pride in the accomplishments of these brands and demonstrate the positive impact of sharing their journeys.

Conceived by Brand Alliance founder Amy Lim, the book delves into the narratives of ten Asian brand heroes through intimate conversations with their founders and guardians. It provides a unique glimpse into each brand’s journey from inception to its current standing in the market.

Lim’s passion extends beyond creating globally recognized brands; she is driven by building enduring and purposeful brands. She holds Asian brands that have achieved iconic status in high regard. This deep understanding and admiration inspired the book as a platform for recognizing these brands and offering a deeper understanding of their stories. The goal is to motivate and equip other brand owners, regardless of their brand’s stage of development.

Brand Alliance posits that every brand originates from a founder with a compelling story. These founders are the architects who shape a brand’s identity and values. The company firmly believes that most brands are intricately intertwined with the personality and vision of their founders.

Showcasing brands from diverse industries and regions across Asia, the book provides perspectives on how cultural influences, environmental factors, and the founder’s values contribute to a brand’s impact on consumers and businesses. The featured brands represent a geographical spread encompassing mainland China, Hong Kong, Singapore, Taiwan, Thailand, and India.

Source: Brand Alliance. The Cocoa Trees is well known for its confectionery in Singapore.

Each chapter in the book delves into the founder’s background and the brand’s evolution, examining the brand’s DNA and how it reflects the founder’s personality. It then provides a comprehensive overview of the brand’s growth trajectory, highlighting the business and brand challenges faced and the strategies employed to overcome them.

The concluding section of each chapter analyzes brand performance using both qualitative and quantitative measures. This analysis goes beyond financials and scale, taking into account the brand’s influence within its industry and its impact on consumers’ lives.

For instance, the book charts Alibaba’s journey from a B2B e-commerce platform to a dominant player in China’s mobile commerce market, now holding over 70% market share. The company has become a global e-commerce force, rivaling Amazon and garnering international attention with its record-breaking IPO.

In addition to Alibaba, the book features other notable Asian brand heroes:

• Channel NewsAsia: Asia’s pioneering news network and a source of pride for Singapore
• CapitaLand’s China story: The impressive journey of Singapore’s leading developer, achieving remarkable success in China, shared for the first time
• The Cocoa Trees by Focus Network Agencies: Expanding the reach of confectionery products in travel retail and beyond
• HealthStats: A medical professional who revolutionized the healthcare industry, earning global recognition
• Old Chang Kee: A Singaporean heritage brand whose story, while familiar, is presented with exclusive insights into its product development and brand evolution

The book also features Tata, Tao Kae Noi, and Park Hotel Group.

Priced at S$88, the hardcover book is a visually rich, full-color publication spanning over 200 pages. Bulk orders and pre-orders can be placed by contacting contact@influentialbrands.com. The book will be available at Relay & Times Travel bookstores at Changi Airport and major bookstores across Singapore starting November 2014.

Now in its second year, Influential Brands is a consumer-driven award program that utilizes integrated engagement platforms to recognize brands that resonate strongly with consumers. This platform also facilitates deeper engagement between brands and their target audiences.

Brand Alliance previously conducted a survey to identify the top influential brands in Singapore.