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So many changes are happening and coming in Asia. A small start-up, locally founded in Malaysia became a very successful brand in Asia. The small start-up battled against one of the most powerful companies in the category of business. At the beginning of its business, the small company was in a much worse situation compared to the established market leaders such as Uber in almost every aspect of business infrastructure, resources, and competencies. This is the story of Grab in the ride-hailing business in Asia. How was the small start-up able to grab the hearts of Asian consumers and transform itself into such a powerful brand within the short period of 5 to 6 years?Some spectacular news have also appeared in the automobile industry. Geely, a company which once produced refrigerators, scooters, and auto-bicycle wheels, became one of the three biggest car makers in China. The company, now called Geely Group, has owned the Swedish passenger car maker Volvo Cars since 2010 and became the biggest shareholder of Mercedes-Benz by owning 9.7% of its stocks. This kind of incredible transformation from a poor-quality or mediocre brand into a high-quality, top-selling brand is occurring all over Asia and will soon bring significant changes to the West and other countries.In addition to Grab in ASEAN and Geely in China, many other brands have been rising as incredibly successful brands all across Asia. The list may include Bluehole, Ctrip, Sony, Indomie, bKash, Patanjali, Traveloka, WeChat, and Maxim Group. All of these Asian brands achieved great success or re-created themselves as new leaders while many others struggled or failed under the fast-changing, turbulent environment. How were they able to take a quantum leap in terms of brand value by transforming their humble origins or crises into great opportunities and explosive successes? How did they achieve spectacular success in their areas of businesses by occupying a special place in the heart of consumers?The main purpos