Ans.It is a distinctive recognition for a brand recognized as champion in its industry category based on current year market standing. Its evaluation process is comprised on a nationwide quantitative consumer survey, expert analysis and attributes based qualitative brand research.

Ans.The motive behind organizing this gigantic activity is to inspire the business and corporate community of Pakistan about the significance of global phenomena of brand empowerment. Our aim is to place Pakistan among those nations who are considered as economic giant because of their globally marketed leading brands. In order to achieve these objectives we at Brands Foundation are striving

• To create brand culture and to identify & promote brand excellence in Pakistan.
• To promote brand culture by organizing healthy competition among brands operating in Pakistan.
• To uplift the branding standards in Pakistan in the larger interest of our countrymen.

Ans.The activity of “Brands of the Year Award” is a brainchild of the possessor of The Exhibitors (Private) Limited. It was conceived and marketed in August 2006 as a public private partnership initiative project in collaboration with (PSQCA) Pakistan standards and Quality Control Authority, (IPO) Intellectual Property Organization of Pakistan, (FPCCI-the apex trade body) Federation of Pakistan Chambers of Commerce and Industries and Pakistan Export Corporation.

Ans.The management of The Exhibitors (Private) Limited is the principal executor and the sole intellectual property (IP) owner of the gigantic activity of “Brands of the Year Award”.  Strategic partners from public sector who acts as co-organizers are (PSQCA) Pakistan standards and Quality Control Authority, (IPO) Intellectual Property Organization of Pakistan; whereas from private sector are Pakistan Export Corporation, Pakistan Observer and Consumer’s Foundation acting as a co-organizer. In addition from both public and private sector its supporters are Federal Ministry of Finance, Federal Ministry of Industries and Production, (PTA) Pakistan Telecommunication Authority, (TDAP) Trade Development Authority of Pakistan and (FPCCI) Federation of Pakistan Chambers of Commerce and Industries.

The management of The Exhibitors Group is primarily responsible for all its marketing, promotion, publication and the event management of this activity from pre-event to post-event; whereas Brands Foundation is mainly responsible for the whole evaluation and selection process of this gigantic activity according to its given legal mandate. Furthermore, the co-organizers of this activity i.e. IPO Pakistan and PSQCA, Pakistan Observer and Pakistan Export Corporation are permanent members of Brand Award Council and their role is to observe and scrutinize the whole process of this activity from start to end. All permanent members of Brands Award Council both from public and private sectors have equal rights to execute the whole process.

Ans.From the day one, the selection procedure of “Brands of the Year Award” 1st edition up to 4th edition gradually upgraded from time to time as per global standards and requirements for past and future is available at our website as “Brands of the Year Award” selection procedure.

Ans.“Brands of the Year Award” is annually organized and is a category based national contest. If your industry category has not yet been a part of this competition then you can directly apply through signing the brand enrolment form for the prior nomination of your brand in the contest.

Upon submission of the Brand enrolment form your request will be put forward in the monthly meeting of the Brands Award Council. If the application meets the required criteria (for e.g. sufficient number of contestants in the industry category, or nationwide brand recognition) then your brand and industry category will be included in the ongoing contest.

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• This is the first and only of its kind activity in Pakistan having the status of Public private partnership status since its inception.
• The activity of “Brands of the Year Award” is conducted every year and because of its recognition and acceptance it has unanimously got the position of unprecedented hallmark of Brand recognition in Pakistan; that is why, all award distribution ceremonies from first edition to fourth edition have been chaired by the Prime Minister of Islamic republic of Pakistan.
  
• The organizers of this gigantic activity i.e. Brands Foundation has got the first and the only public company license status as a non-profit organization in its areas of services in Pakistan and according to law of the land, Brands Foundation is the only authoritative platform having legal mandate to conduct these sorts of brand competition and contests on national level in Pakistan.
  
• “Brands of the Year Award” has been declared as the best Public private partnership project in its particular areas of services by the concerned authorities of Government of Pakistan.

Ans.There is no participation fee to enroll into the contest in the initial stage for any brand who wants to be considered for brand market positioning. Every year more than one thousands brands are nominated for nationwide quantitative consumer survey and focus group study but there is only one BRAND in each category finally been short listed as the WINNER.

Once the winners are finally identified the management of Brands Award Council issues an official letter of winning intimation to only those brands which succeeded to make their way to the victory stand. Upon confirmation of all the award recipients every brand has to pay an official subscription fee on account of quantitative consumer survey, research, award ceremony and publication of pre-event report and post event book of “The most Acclaimed Brands of Pakistan”.

Ans.There are five types of awards in the comprehensive activity of “Brands of the Year Award”. Concise description is as follows;

One: “Brands of the Year Award” is the most premier award recognition in every industry category awarded to only those brands which dominantly lead through all the levels of quantitative and qualitative research. It is pertinent to mention that only one brand is declared as winner in every industry category included in the contest.

Two: Brand Icon of Pakistan: Out of the total winners every year (180-200) approximately five percent winners are selected for the grand recognition as Brand Icon of Pakistan. This award is given for a period of two years which means that once a brand is selected as Brand Icon of Pakistan—no other brand can be selected in that industry category for this award for a period of two years.

The Brand Icons are those brands that have become the undisputed representative of their own categories in the mindset of the consumers in our society; so much so that when these categories are mentioned, the iconic brands instantly come to mind to almost every person. Imagine Adhesives without Elfy, Diaper without Pamper, Courier Services without TCS and Detergent without Surf etc. The segment of Brands Icon of Pakistan is classified as the “Brands that have achieved the status of an icon of excellence and have given an identity to the categories they belong. It takes years of careful planning and exceptional brand management for a brand to become an icon.

Three: Medal of Brand Scientist: The purpose of awarding the medal of brand scientist is to identify such brand guardians, entrepreneurs or conceivers of a brand---which has perform exceptionally well in the market place. Therefore, it is not necessary that this title should be awarded to a winner of “brands of the year award”. Very precisely it is the recognition of a person who has done tremendously well in the area of brand inception and development. Behind every popular and leading brand there are tireless efforts and vision of a brand manager/ guardian whose determination and commitment leads that brand to become the most preferred choice of its consumers in its respective category. The role of a brand guardian is very critical for the success of a brand and medal of brand scientist will particularly highlight the outstanding achievements and career profile of the concerned professional of such outstanding brands.

Four: “Emerging Brands of the Year Award”: “Brands of the year Award” permits only one brand as winner in every industry category but there are so many other brands in every category which are performing well and giving tough competition to the leader brands. Furthermore, there are certain new brands entering into the market and performing well in that cut throat competition and developing brand recognition and acceptance. Therefore, to encourage and acknowledge such emerging brands, management of the Brands of the Year Award has introduced the type of “Emerging Brands of the Year Award”. It is relevant to mention that in any industry category there could be both “emerging” and “Brands of the year Award” winners as it exhibits two different types in the same industry category.

Five: “Export Brands of the Year Award”: Apart from the notable performance of any brand at national level there could be extra-ordinary performance of any brand at international level because of exceptional export volumes and foreign exchange earned for the country treasury. Management of the Brands of the Year Award particularly encourages those brands which are being exported with the “Made in Pakistan” declaration on the product. To encourage and promote such brands “Export Brands of the Year Award” has been instituted in 2010. It is decided that such awards will remain limited up to the extent of ten percent of Brands of the Year Awards winners every year so that only top performers are catered in this type of awards.

Ans.As per laid down procedure by Brands Foundation there could be only one winner in every type and every category.

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Major Criteria for consideration depends on two aspects of quantitative and qualitative analysis. Quantitative aspect relates with securing credible ratings based on consumer preference and expert’s opinions. Quantitative study statistically measures consumer mind-set, perception, and preference.
Qualitative aspects deals with research on the participating brands of each category in which following major attributes of brand research are considered and evaluated.

 

1. Strong current year market standing of the brand
2. Brand Popularity and trust level
3. Nationwide Brand Recognition
4. Sound Company Profile and corporate structure
5. Distinctive and innovative feature of the brand (if any)
6. Decisive consumer preference

In this way a comprehensive, integrated criterion for consideration is established which is reviewed periodically by the experts of Brands Foundation.

Ans.For Detail Click Here

Ans.“Brands of the Year Award” is the most sought after corporate gathering attracting highest public and private sector’s officials. This activity started with merely 65 award categories in 2006-07, exceeded to 123 categories in 2008, 176 in 2009 and 196 in 2010. Thereafter, as per instructions given by the concerned authorities of Government of Pakistan, award categories cannot exceed from two hundred. Therefore, management of Brands Award Council as per revised procedure has decided that those categories which are continuously part of the contest for last 3—4 years will be given time out and in their place new categories in which sufficient competition among brands is available will be included. In this way more and more categories will be provided with chances to enter into the contest and to reach to the victory stand of this gigantic activity.

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• Brands are declared winner after a comprehensive research and analysis procedure. This authenticates the brand’s awareness, preference, strengths and brand loyalty. To become winner of “Brands of the Year Award” in your industry category is an official endorsement that your brand is identified as a champion in the respective category. This honor entitles you to use the most prestigious and demanding name and logo of “Brands of the Year Award” in all your business communications, marketing, advertising and promotional campaigns. Overall, this winning confirmation will provide you with a distinctive edge over competitor brands.

•  A superlative patent registered high quality wining trophy & an official certificate of achievement endorsed by Government of Pakistan is presented to all award recipients, which occupy a premium place in brand’s portfolio.

 

• Announcement of the brand name and its category in a graceful gala dinner award distribution ceremony to be held at a VVIP venue of the country. This provides you with an opportunity to establish social and business networking with the outstanding leaders of the brands community, business and corporate stalwarts, high profile diplomats and government dignitaries.

• The winning trophy is presented by the premier dignitary of the country.

 

• Special publication of Pre-event report confirming winner brand of the year, its name, logo, industry category and brand ratings of all the winners is distributed in an splendid award distribution ceremony and also widely circulated to top corporate and business houses in Pakistan.

• A comprehensive post event book “The most acclaimed brands of Pakistan” which provides an insight into the highlights of corporate owner of the brand, brands demographics and research demographics of the winner brand in two full pages allocated for every winner brand. It is an exclusive presentation which is presented to all winners and distributed complimentary to all corporate and business houses, to all chambers of commerce, to all public sector autonomous organizations and to all commercial councilors through direct mail.

 

• Awards distribution ceremony provides a unique opportunity of high level media coverage due to the presence of the chief guest. Most of the ceremony coverage goes live through state and leading electronic channels. Furthermore, all leading English and Urdu newspaper design and publish highly professional supplements to project the ceremony and award recipients of “Brands of the Year Award” and is publish the same day when the ceremony take place.

• Status of “Brands of the Year Award” has become a privilege so much so that most of the award recipients waits for the award distribution ceremony and thereafter design their distinctive TV commercials, advertising campaigns and ATL & BTL activities. Brand Owners can observe through print and electronic media and country wide banners and hoardings that now BRANDS are designing their advertising campaigns based on exclusive recognition of their brands by “Brands of the Year Award”. Brands are investing millions and millions on such campaigns. It is an endorsement of recognition bestowed by “Brands of the Year Award” by brands themselves.

• Exclusive photographs while receiving the trophy and the complete event video coverage is conducted by the management of “Brands of the Year Award” and is presented free of cost to all the award recipients and this record is sent in the form of DVD to all the news agencies and electronic channels throughout Pakistan as a future reference.

Ans.“Brands of the Year Award” It is a distinctive recognition. It is first and the only concept which has not only been conceived designed and marketed in Pakistan but has also been marketed across the globe. Two franchises have already been signed, one in USA and second in UAE.

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• Conduct Intellectual Property surveys in Pakistan on an ON GOING basis, communicate benefits of Intellectual property registration to all the brand owners and increase the IP registrations to a remarkable extent.
•  Publish annual brand rating journal i.e. “Brand Index of Pakistan” with a comprehensively designed scientifically based evaluation process.
• To establish international standard well equipped scientific brand lab for brand quality assurance.
• Organize international seminars, exhibitions, conventions and forums to discuss and highlight issues related with branding.
• To establish world’s first Brand University in Pakistan which institute the professional environment for brand development and future managers to achieve their objectives.
• To uplift Pakistan’s brand image internationally by initiating the journey of nation’s branding and creating the peace loving, progressive and soft image of the country.