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Brands Foundation became the first public company in its area of services in Pakistan
Assigned legal mendate to conduct brands competition, Indexing, Audit, Survey rating and the establish Brand Quality Assurance Labs & Brands University in Pakistan

The Establishment Of Brands Foundation

With the vision to identify & promote brand excellence, creating brand culture and to inspire the business & corporate community of Pakistan about the significance of brand empowerment in the era of WTO regime and global economic order, the organizers of Brands of the Year Award have come up with the idea to establish “Brands Foundation” in the country. Brands Foundation is a pursuit of excellence to activate the concept of branding as a strategy towards building the business ethos of Pakistan. Powerful brands are absolutely essential for the economic stability of a country because of its wealth spreading ability. An international research reveals that companies with big brands tend to generate anywhere between 2 ½ and 3 times as many jobs as actually appear on their payroll. As they expand they hire more people and that increases the service businesses around them. They need more suppliers, they sell more products, supply chain and distribution networks grow, transactions gets documented, the retail businesses do better, everybody pays more taxes, they hire more people, and so it goes on. When countries have less or are without strong brands like Pakistan it does not get that multiplier effect in the economy.

THE INITIATIVE

In the new millennium, apart from the good military might, developing good economy is now more important and strategic for the viability and existence of countries. To contribute to this strategic requirement Brands Foundation is focused on bringing global best practices, expertise & resources to energize, transform, raise the brand consciousness level of Pakistani entrepreneurs and prepare our brands to be globally competitive. Brands Foundation intends to drive a nationwide campaign to change the mindset of Pakistani business & corporate community from their materialistic & tangible business approaches towards building long term brand image development approaches and to develop a better understanding of it for the individual business and economic development in short and long terms.

It is now more than obvious that brand equity development at national and international level is a mega level economic activity and therefore, from the ab-initio the management of the Brands of the year award was sold to the idea of working on a comprehensively integrated strategy of public and private partnership. Efforts were made to make Intellectual Property Organization (IPO PAKISTAN) and Pakistan Standards and Quality Control Authority (PSQCA) an integral part of the well thought out strategy. In this way establishment of Brands Foundation was initiated in the year 2006 with the launch of the gigantic activity of Brands of the Year Award, an activity aimed at identifying and promoting brand excellence in Pakistan and has been proved to be the highest honor bestowed to the business and corporate community of Pakistan since its inception. In a very short span of time, the activity has set many benchmarks and received the status of unprecedented hallmark of brand’s recognition in Pakistan.

Brands of the Year Award is an initiative with the vision to make aware the business & corporate community of Pakistan about the ongoing scenario of branding transformation that is drastically changing the world. Brand of the Year Award comes on board every year and it is the fourth consecutive edition of this gigantic activity. Through this activity we aim to identify and promote brand excellence in Pakistan and provide inspiration to our business and corporate community to rise to their approach and build powerful distinctive brand identity that not only excel in the local market but also create its niche in the global arena.

The seed which was sown early in 2006 in the form of Brands of the Year Award has now flourished to a full grown tree. After 5-long years of continuous struggle, the management of the Brand of the Year Award has now finally been able to transform the idea into reality, a new thriving entity “Brands Foundation”.

THE ORGANIZATION

Brands foundation is a public company established as a non-profit organization licensed under section 42 of companies ordinance 1884 and is administered by a Board of Directors comprised of high profile bureaucrats, learned professionals, reputable journalists, businessmen & philanthropists passionate about building Pakistan’s own brand identity.

It was an unforgettable moment of joy & satisfaction on the mammoth day of 10th November 2010, when the Securities & Exchange Commission Government of Pakistan granted the public company license to the said foundation.  Brands Foundation is dedicated to the promotion of brand excellence and improvement of branding standards in Pakistan. With this accomplishment, Brands Foundation has become the first public company in Pakistan in its area of services got the legal mandate to perform the following jobs under its umbrella as national duty.

  1. To promote brand culture through healthy competition among brands operating in Pakistani market.
  2. To conduct brand quality and Intellectual Property survey.
  3. To conduct brand audit ratings and establish international standard scientific labs for brands quality assurance.
  4. To develop expertise in brands research and establish best brands practices in Pakistan.
  5. To act as sponsoring body for a University dedicated to develop expertise and create awareness for brands research, brand empowerment and groom brand leaders and managers capable to confront the challenges of the new millennium.

This mandate clearly states that the said foundation is now the official authoritative platform and has also been entrusted with the task to establish the world’s first Brands University and state of the art brands quality assurance lab in Pakistan.

THE ARENA

To play a vital role of building a positive and distinctive brand identity of Pakistan and to encourage and prepare strongest Pakistani brands to be on the global arena of fortune brands.

To establish the “Brands Foundation” as the most inspirational, authoritative and vibrant platform for brand research, ratings, training and professional education in Pakistan, creating brand mindset consumers, disseminate brand knowledge and ideas and endeavor for the branding standards in Pakistan.

THE VISION

To play a vital role of building a positive and distinctive brand identity of Pakistan and to encourage and prepare strongest Pakistani brands to be on the global arena of fortune brands.

To establish the “Brands Foundation” as the most inspirational, authoritative and vibrant platform for brand research, ratings, training and professional education in Pakistan, creating brand mindset consumers, disseminate brand knowledge and ideas and endeavor for the branding standards in Pakistan.

THE MISSION

  1. To promote healthy competitions amongst local, national & multinational brands operating in Pakistan.
  2. To promote local brands to invest in sustainable development of their brand image and be prepared to develop cutting edge future business strategies to compete on the global horizon.
  3. Organize national and international exhibitions, conventions, road shows and discussion forums to highlight issues and challenges related with branding.
  4. To gather all our resources for the establishment of world’s first Brand University & Brand Quality Lab in Pakistan.

THE OBJECTIVES

1. To act as an independent platform for the evaluation of brands market positioning of brands operating in Pakistan from consumers and experts perspective every year.

2. To develop professional expertise to conduct brand audit, brand quality and IP survey on regular basis in Pakistan.

3. To play a frontline role in the uplift of the nation brand image of Pakistan, and to create liaison with public, private and diplomatic circles to achieve this objective.

4. To acquire resources, expertise, equipment and technologies from across the world and make available these facilities to our local corporate so that they can compete with the global market.

5. To publish “Brand Index of Pakistan”  as the first brands classification journal to determine the strength & weaknesses of brands in Pakistan.

THE ACHIEVEMENTS:

  • Since the launch of the gigantic activity of Brands of the Year Award, over 1500 most popular brands have been nominated and scrutinized for their current year market standing. Based on the outcome of the brand research demographics and consumer opinion results are published in a form of post event comprehensive publication titled as “The Most Acclaimed Brands of Pakistan” yearly since 2007. 

  • All the award distribution ceremonies have been chaired by the then Prime Minister Islamic Republic of Pakistan.

  • Brands of the year award after enviable success continuous its fourth edition is now marching towards its fifth edition. Nothing succeeds like success and we are now committed to grab grand achievements in the years to come. 

  • Our efforts are being observed and recognized by Government of Pakistan as the best public private partnership of its kind. 

  • What we are preaching to our business community ---- we are practicing ourselves. Brands of the year award is now knocking the doors of global spectrum and is about to operate its foreign branches in UAE and USA.
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