While much has been written from the mature market perspective on brand methods, with a few releases on the brand success of emerging market companies, the book addresses branding at the more fundamental level of commitment, investment and competencies. It examines the operational realities and stage of brand readiness of emerging brands in Malaysia, what mindsets have to change, what enabling structures have to be put into place, and what skills to harness from the maturing brand ecosystem from advertising, communications, customer management to design. From the first hand learning experiences of a Malaysian professional, the book proposes that through stronger brand orientations and knowledge, more can run the same market races as the world’s more eminent and valuable brands.