About - Asia Brand Academy
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The latest in branding trends

The Asia Brand Academy Pte Ltd is Singapore’s and Malaysia’s (possibly whole of Southeast Asia) first and only dedicated ‘brand school’. Recently established, Asia Brand Academy seeks to bring greater discipline awareness and higher practice standards through a wide range of brand learning delivered by industry experts. It also seeks to be on the frontier of the latest and future branding trends thereby acting as the catalyst for brand professionalism.

Whilst Asia Brand Academy serves to offer independent and modular brand courses at present, it aims to eventually bring to the region undergraduate and post-graduate brand- specialised programmes. Asia Brand Academy is backed by Rayan Daniyal Consulting Pte Ltd, a branding consultancy of more than 20 years experience.


The Brand University.


Turning Practitioners into Industry Thought Leaders.
PROFESSOR ALLAN EDWARDS /  Chairman, Academic Board Member

Dr Edwards is currently a Reader at Loughborough University London. He was appointed to Loughborough London in 2017. Allan has had significant management and administrative experience as a Head of Department in both the UK and Australia. He has served as Deputy Head of School, Associate Dean for Teaching and Learning, Associate Dean International and sat on numerous university, faculty and school committees as programme lead and course leader. His international appointments have allowed him to establish extensive international networks across the higher education sector with universities in the UK, Australia, New Zealand, USA, Thailand, India, China, Singapore and Portugal.


Dr Edwards has a substantial record of academic publications in highly ranked journals as well as successful completion of research programmes in subjects such as branding and sports management. He has over 70 academic publications including 4 books.


Dr Edwards has expertise in curriculum development and his experience will be invaluable to establishing quality programs at the Asia Brand Academy.

EDEN LIEW /  Adviser, Academic Board Member

Eden Liew graduated with BSc (Hons) in Marine Engineering from the University of Newcastle-upon-Tyne in 1976.  His basic degree study was sponsored under a Colombo Plan Scholarship program.   Subsequently during different period in his career, he did a part time MSc (Industrial Engineering) from National University of Singapore, and a full-time MEng (Energy Technology) from Asia Institute of Technology in Bangkok.


After his basic studies, Eden completed 3 years of National Service in the SAF Infantry, and was a commissioned officer assigned to logistics and ordnance positions at the unit, brigade and divisional level.   In 1979, he started his professional career in Republic of Singapore Navy, as a civilian Engineer overseeing naval craft upgrading and repairs in the shipyards, and then was the Officer Commanding of the Marine Engineering Dept in Naval Maintenance Base in Pulau Brani. Subsequently, he was posted to head a Mindef HQ department taking care of defence industries and military stockpiles.  He left the civil service for further studies under Shell Scholarship, before returning to join Economic Development Board in industry manpower development and planning.  He was concurrently holding the Dy Director appointments of both Brown Boveri Government Training Center and German-Singapore Institute.


In 1987, he was involved in the successive restructuring of 2 large government hospitals: Singapore General Hospital and Tan Tock Seng Hospital, and his last appointment was Acting COO for the latter.   In 1992, he was involved in establishing the new Nanyang Polytechnic (NYP) helping to build up the first School of Health Sciences in our local polytechnics, and later took care of the administration for the whole polytechnic.  In 1997, he joined Mt Alvernia Hospital and Assisi Home and Hospice as CEO for 3 years.   He rejoined NYP but was seconded to Education Ministry’s Higher Education Dept for a year.  Thereafter he helped to build the team for the establishment of Republic Polytechnic as the Deputy Principal.   In 2010, he joined Institute of Technical Education (ITE) to be the Principal/College East overseeing the vocation education of 8,000 to 9,000 students.    One year before his retirement, he was assigned to ITE Education Services as Dy CEO as well Vice-Dean of ITE Academy.    He retired at age 62, but continued to work full-time admin work in a local church.

RAYAN DANIYAL /  Executive Director

Rayan Daniyal is widely referred to as the Celebrity BrandDoctor and is regarded as a man of many talents. He is a branding and public relations practice leader with more than 20 years of experience accumulated from his time with several MNCs. In addition, he is also a performance coach, motivational speaker, author, publisher, broadcast veteran and community activist. Best known as Singapore Malay TV strongman, Rayan launched and spearheaded both free-to-air and cable stations as Vice-President for MediaCorp and Channel Consultant for StarHub.


In the communication field, Rayan acquired his craft from global industry leaders such as Burson-Marsteller, Ogilvy & Mather and Dentsu. He has provided counsel for more than 50 international brands before heading his own agency TAG which was ranked as top 10 local PR firm in 2003-2004. In 2017, TAG has been renamed Rayan Daniyal Consulting and focuses on branding, rebranding and debranding as well as brand risk management. Rayan has chaired regional professional conferences and lectured for local professional institutes (Singapore PR Academy, Institute of Public Relations Singapore, PSB Academy, TMC Academy etc) and foreign universities based in Singapore (eg Curtin University of Technology, James Cook University etc). In his spare time, he trains on Body Language and Customer Experience.


He holds a Master’s degree in Mass Communication from Griffith University where he came top in cohort and a Law degree with Honours from University of London.

LT COL (RET) BOB CHEAH, PPA /  Business Development Advisor

Col Cheah commence his military career as an Engineer Officer in the British Armed Forces on a British Army Scholarship and graduated from the School of Military Engineering in the United Kingdom. He later joined the Singapore Armed Forces and helped raised two Engineer Battalions. He retired from service as Head of Foreign Liaison at Mindef HQ where he was responsible for political, bureaucratic and military protocols.


In 1992 he join Singapore Technologies Engineering as Senior Marketing Manager overseeing the promotions and marketing of defence-related products across seven countries – Hong Kong, Italy, Ireland, Canada, Czech Republic, Malaysia and Thailand.


In 2000, Col Bob was appointed as Executive Director of StrategicLab Communication, the PR arm of AGI Communication and member of ICOM Global Network. He successfully provided strategic counsel and cross-country culture management in Corporate and Government Relations as well as Business Development.


Col Bob then joined Informap Singapore Holdings and IMP Survey as their Chief Operating Officer from 2005 to 2014. As COO, he was responsible for the business operations and strategic business development for Asia Pacific. Around the same period of years, he was also the President of Orient Industry Investment Limited and Director, Business Development for Multikraft Biotech. Throughout his private sector involvement, Col Bob maintain his BC Consultancy as its Founder and Principal.


In Feb 2018, he joined Asia Brand Academy and Rayan Daniyal Consulting as the Business Development Advisor.

ALSHIDIQ ABD SAMAD /  Associate Director, Singapore

Alshidiq has brought with him more than a decade of journalism, copywriting and public relations experience in private and multinational corporations both in Singapore and overseas. He has succeeded in a position where analytical, evaluative and decision making skills are essential.


Most recently, he was the editor of Control Engineering Asia and Logistics Insight Asia based in Singapore. In the dynamic role, he was exposed to the latest innovation in automation and met the best people in the industry from around the world. He travelled to the US and Europe regularly to attend conferences and interview C-Suites and industry experts to get deeper insights on their business and solutions.


Previously, at The Brunei Times, he led and assisted the Sports, Opinion-Editorial, Asia-World, Business, Home, Features and Happenings desks. He was also a member of the “People” team – a section for inspiring stories of winners who shared how they were resilient in the face of adversity at a point of their life.


In addition, he contributed forward-looking articles to the Home and Features desks – writing on research and analytical stories such as how Brunei can tap on renewable energy to generate more electrical power and a well-received three-part story that highlighted how improving the public bus system can promote tourism in Brunei, hence generating more revenue for the country’s economy.


In 2009, he was responsible for raising the profile a trade publication in Singapore. Under his leadership, the magazine made major improvements in its content, growing its readership and increasing its visibility online and at international trade shows.


Alshidiq was also in the editorial team of a global macroeconomic research house under Fitch Group as well as at a risk consultation firm in Singapore in the period 2007 to 2015, where he coached and conducted workshops on proper usage of English in research report writing for new analysts and produced research reports for the autos sector.


In Mar 2018, he joined Asia Brand Academy as Associate Director.


Abang Abu is the CEO of Now Asia International, which operates in Malaysia and Singapore.

He is a respected speaker in the Malaysian and Singapore circuit with his brand ‘The Money Mechanic’ and have been featured in both the Singapore and Malaysian media, providing tips and knowledge on personal finance and business. He is an accomplished businessman as well, having dwelled a in variety of businesses from a young age. His list of accolades includes the Spirit of Enterprise Award in 2005 (Singapore) and ASEAN Outstanding Entrepreneur Award in 2011, among many others.

He is also a Certified Financial Educator, given by The National Foundation of Financial Education based in the USA. This year, he has been awarded by the Most Outstanding Entrepreneur – Best Financial Education Services (Malaysia) and at the same, this profile been updated by Global Financial Review Council for the Most Innovative Financial Educator Award. His work has also brought him to various countries worldwide, conducting talks on Personal Finance.

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