User:Setiakasih/sandbox

Yasmin Merican is a Malaysian brand consultant, author, and entrepreneur.

Biography
Yasmin Merican started as the National Director of the American Field Service (AFS) International & Intercultural Programs in Malaysia. She later joined the advertising industry with Backer Spielvogel Bates (BSB) Malaysia, later renamed Bates Worldwide, where as Account Director, she supported the brand building efforts of two government-owned institutions Tenaga Nasional and Telekom Malaysia as they privatised in the early 1990s.

In 1997, she was appointed to the local partnership of Ernst & Young (EY), and later seconded to the international partnership of the Ernst & Young Global Client Consulting Group in the Asia-Pacific region, as country leader for the telecommunications and petroleum industries, as well as the customer and knowledge management practices.

In 2000, Yasmin founded Trax Associates to focus on emerging brand solutions, mainly from the structural, knowledge, process and learning perspectives. To explore and resolve the gaps between business and brand practices in emerging markets, Trax Associates developed new brand building approaches and frameworks in collaboration with client companies including a two-year brand pilot at Malaysian oil corporation Petronas.

In 2004, Trax Associates in collaboration with PricewaterhouseCoopers (PwC) Malaysia and the Malaysian Institute of Management (MIM), launched the Malaysian Brand Practice Report and in 2006, was engaged as co-consultant with KPMG Malaysia to contribute to the development of the chapter on branding for Malaysia‘s Industrial Master Plan III. She also served on the board of the Malaysian Productivity Corporation (2008–2012), the country‘s first National Branding Task Force (2006–2007), and is currently a member of the industry advisory panel at Monash University Malaysia. Since 2014, she is a contributing columnist for The Edge, Malaysia's leading financial and investment news publication.

Yasmin holds an MBA (Distinction) in Strategic Marketing from the University of Hull, United Kingdom.

The Right to Brand
The Right to Brand is a first-hand account on the subject of brand building, competency development and solutions in emerging markets. The book proposes that established best practices in brand management, which have contributed to the competitiveness of the more mature brands, are not as effective within emerging market organizations, where brand orientation and commitment may not be as deep or as strategic. It is one of the first books on the topic of branding written solely from the perspective of an emerging market. German design firm Neue Gestaltung was commissioned to develop the overall design and layout in collaboration with Daniel Neye taking on the role as Editor-in-chief.

The publication was released in June 2013 and has since garnered positive reviews from brand professionals and designers alike, subsequently receiving the Deutscher Designer Club (DDC) Award in late 2014.

Links

 * Trax Associates official website