Liverpool managing director Ian Ayre insists they can compete with Manchester United for global recognition.
Liverpool's tour of the Far East has so far proved a resounding success.
"We have got to keep pace with everybody," said Ayre, who once ran a sports marketing business in Kuala Lumpur.
"Kenny Dalglish made a point in a press conference here that we don't focus on anyone else. We focus on ourselves.
"I happen to believe quite strongly that there are two major brands in English football who are truly global and that is Liverpool and another team from down the M62. We have a particular brand here, one that we have to be responsible for.
"How we develop revenue at Liverpool is slightly different to others. We only pick our partners when we pick our sponsors.
"We try to work with people that we think are likeminded and will treat the brand and the name of Liverpool in a certain way. That is paying dividends for us.
"I think that is more consistent and has more longevity than just going out and signing up loads of people."
