THE paradigm has shifted; today, branding is no longer about simply distinguishing your business, goods or service from your competitors. Rather, it is a strategic imperative that enhances and supports all aspects of your business, creating an identity of its own as we move into a globalized landscape.

According to Grant Thornton International's 'International Business Report,' Filipino midsized businesses are among the biggest believers in increasing their brand investment, with 77 percent expecting to invest more moving forward into the third quarter and beyond.