Greater involvement of the business sector can contribute to this APEC process, advance its goals and ensure that APEC activities also meet the needs of business. The key to APEC's success is a strong partnership with business in the Asia-Pacific region.

Recognising the important role of business and the benefit of getting representative business advice on key issues, in 1995 APEC Leaders established the APEC Business Advisory Council (ABAC). This private sector body offers recommendations to APEC Leaders in an annual dialogue and advises APEC officials on business sector priorities and concerns. ABAC comprises up to three senior business people from each APEC economy, representing a diverse range of sectors and small as well as large enterprises. Speaking alongside global business leaders, Group Principal Consultant & CEO Dr Wilson Chew reinforced StrategiCom's position that brand image is crucial and further facilitates global trade especially among SMEs in Asia.