Selection Procedure Brands of the Year Award

From the history it is evident that most of the big events started with the small steps of some committed persons. It was the day of Friday 25th August 2006, when a joint press conference of public and private sector stakeholders took place at Karachi Press Club to announce the inception of "Brands of the Year Awards" the brainchild of Sheikh Rashid Alam. From private sector Mr. Tariq Saeed Chairman Brands Awards Council and CEO the Exhibitors Private limited sheikh Rashid Alam was the herald. Along with them were public sector representatives Director PSQCA Abdul Rauf Kirmani, IPO Pakistan Registrar Copyrights M. Shakeel Abbasi and FPCCI President CH. Mohammed. Saeed announced the formal existence of most acclaimed brands of Pakistan "Brands of the Year Awards". Next day it was big news in all the leading newspapers that IPO, PSQCA and FPCCI have joined hands with private sector to recognize the performance of the most acclaimed brands of Pakistan through "Brands of the Year Awards".

Thereafter, a nationwide media campaign was launched in which on 9th October 2006, quarter page advertisements were published in Daily Jang, Daily Dawn, The News and Business Recorder and well known and reputed brands were invited to submit their nominations for the "Brand of the Year Awards" contest. Subsequently, another advertisement was published in leading newspapers on 19th December 2006, with endorsement of PSQCA on behalf of government of Pakistan and with goodwill messages of the then president and prime minister of Pakistan for this objective activity. Simultaneously Brand Awards Council in association with reputed chartered universities collected data of most popular and well known brands operating in the marketplace of Pakistan. Selection criteria were consumer opinion and quality perception of the brand.

It was an overwhelming success and hundreds of nominations were received. When three or more than three contenders were identified in any category, that category was selected for the comprehensive consumer survey. In this way sixty five categories were selected for the grand consumer survey.

Consumer opinion was the basis of the decision and in every category out of the total contenders, those brands which were top and second most preferable by the consumers -were requested by the Brands Awards Council of their detailed company profile. A focus group study based on expert panel analyzed the company profile and in every category final winner and runner up were finalized. Final winners list was so transparent that it was announced in Daily Dawn of 21st March, 2007 through a color quarter page advertisement. The management of Brand Awards Council officially communicated to the brands which were rated most acceptable by the consumers the letter of winning intimation. In case if any brand did not opt to participate in the competition, only than the second most preferable in consumer rating was invited to enter into the competition. If the second one also refused to enter into the competition then the category was dropped from the competition.

It was the initial attempt which was received very well by the business community. Due to uncertain law and order situation and judicial crisis final award distribution ceremony was delayed and later held at Prime Minister Secretariat Auditorium, Prime Minister House, Islamabad on 6th November 2007.

THE YEAR 2008

The year 2008 was more or less same as that of previous year 2007. Mr. Tariq Saeed Chairman Brands Awards Council and CEO the Exhibitors Private limited sheikh Rashid Alam announced the opening of second edition of "Brands of the Year Awards" in a press conference at Karachi Press Club.

Through a nationwide advertising campaign once again nominations were invited from the well known brands. Hundreds of nominations in numerous categories were applied for. Therefore, brand award council members out of more than 550 nominations decided to select the most important one hundred twenty three "common to trade" categories which were of major interest for general consumers in their daily life. Thereafter, through consumer preference top two brands in every category were identified.

Thereafter, exactly the same procedure as that of previous year was followed. One hundred and twenty three winners were presented awards in a graceful ceremony for the second edition of "Brands of the Year Awards" held at Hotel Marriott, Karachi on 25th November 2008.

THE YEAR 2009

This year any press conference for the formal opening of activity was not undertaken. Nominations were received in huge number. Procedure for the consumer survey (quantitative) and focus group expert panel (qualitative) analysis were almost the same as previous years except that in expert panel analysis attributes based brand research evaluation was inducted in the system.

Initially 152 categories were selected for the grand survey. Later on because of extensive nominations from newly introduced brands in the market, a new category of emerging brands were included. Total 24 brands were selected in this category and 176 categories were finalized. This year 29 new categories were based on the extensive nomination requests in which sufficient contestants were present based on last year induction.

Thereafter, exactly the same procedure as that of previous year was followed. One hundred and seventy six winners were presented awards in a grand ceremony for the third edition of "Brands of the Year Awards" held at Governor House, Karachi on 07th May 2009.

THE YEAR 2010 AND ONWARDS

2010 shall be remembered as a vitally important year in the history of "Brands of the Year Awards" when after relentless efforts of more than five years the management of Brand Awards was bestowed the first not for profit public company license of "Brands Foundation" in its areas of operation, under section 42 of the Companies Ordinance, by the Securities and exchange commission of Pakistan.

This license provided the management of "Brands of the Year Awards" complete legal mandate to conduct the entire selection procedure from pre event to post event under one umbrella of this new entity of "Brands Foundation". On the other hand brands and organizations continued to send nominations for local, regional and some nontraditional brands - even after the formal activity was declared closed, hundreds of nomination request were continued to receive and huge amount of data was collected and it was difficult to handle the situation. Therefore, this year the management of the Brands Award Council adopted the latest and internationally recognized procedure which was based on pure scientific grounds. Entire procedure has been designed and developed under the guide lines of experts of Brands Bureau International and has been followed in letter and spirit.

To identify the winners of Brands of the Year Award for the year 2011 & onwards, a selection board comprised on the Directors of Brands Foundation along with national & international brand experts has already been established. Prime objective of the selection board is to shortlist and finalize the total number of categories to be incorporated in the activity every year.

Categories will be revised every year. Few categories may be eliminated due to unavailability of reasonable number of contestants whereas some new categories which exhibit as having considerable number of contestants (at least five brands) may be taken on board to ensure a healthy competition and accommodation of new industries and technologies.

For 2010, through unanimous agreements by the members of the Brand Awards Council it was decided that

Open calls for nominations will not be advertised and entertained for any reason.

There was no press conference for formal opening of the activity.

Members of the Brand Award Council this year identified 176 categories for the contest. Out of these 176 categories, 130 were the most common categories of last three years, whereas forty categories were in replacement of categories which were continuously part of the last three contests. In this way, we provided new categories a fair chance to enter into the competition and maintained a professional outlook of this flourishing success.

In emerging brands only five categories were permitted as compared to the 24 of last year.

To secure credible ratings based on consumer & expert's opinion and the distinct voice of potential and qualified customers, we have designed our study where both quantitative and qualitative methods were given due preference.

After the final selection of categories the management of Brands Foundation through experts conducted an internal focus group study to finalize the top five most trusted and popular brands in every category with the help of whole sale market, super markets, big shopping centers etc and on the basis of input from the educated professional, qualified consumers and people bonded with the brands.

Once the top five brands in every category are finalized - top three brands were included in nationwide consumer survey in all major trade cities for rating of their preference. Research method is the most important approach in this scenario and our research methodology is as follows

Quantitative consumer survey mainly engages analysis of numerical data regarding people bond with the brand which reflect the majority of consumer preference. It is a numbers-based research discipline, quantitative research statistically measures consumer mind-set, perception, and preference.

Over 15000 qualified respondents participated in the quantitative consumer survey. Each respondent was first examined for their brand mindset and asked questionnaire related to brand quality, affordability, familiarity and availability. After careful analysis of the viewpoints expressed, the nominated brands was given the corresponding ratings.

Qualitative research is a highly subjective research discipline, designed to look beyond the percentages to gain an understanding of the customer's feelings, impressions and viewpoints. While the results of the nationwide consumer survey were being received, the management constituted a panel of experts to conduct the qualitative research on the participating brands of each category in which following major attributes of brand research were considered and evaluated.

After the compilation of quantitative consumer survey (it carries 60 percent points in the overall rating) and qualitative brand analysis report (it carries 40 percent points in the overall rating), the winners and the runner ups were declared in every category. Brands which were rated top most in the respective category were declared as the winner brands. In this way consumer preference and ratings remained as the most important factor in deciding the winners.

After the compilation of quantitative consumer survey (it carries 60 percent points in the overall rating) and qualitative brand analysis report (it carries 40 percent points in the overall rating), the winners and the runner ups were declared in every category. Brands which were rated top most in the respective category were declared as the winner brands. In this way consumer preference and ratings remained as the most important factor in deciding the winners. In the final phase, the management of Brands Foundation will release the winning intimation letters to the No.1 rated brand of each category recommended by selection board & expert panel. Upon receipt of this winning intimation letter, it will be mandatory for the winning brands to provide the management of the Brands Foundation with the acknowledgment form within the stipulated period of time mentioned on the winning intimation form to confirm participation in the contest and abide by the rules & regulation of this competition. Only then the winner brand will become eligible to enter into the contest and receive the privileges related with Brands of the Year Award in their respective category.

In case if any company fails to provide the mandatory acknowledgment form within the given time frame, it will be considered that the specific brand is not interested to officially enter into this contest. Therefore, (runner up) or 2nd highest scoring and closely rating brand in the respective category will be invited to participate into the contest. Rest of the procedure will remain the same as mentioned earlier.

As a very rare case if the second most scoring brand also expresses its inability to participate in the contest, the respective category is dropped from the contest. It is worthwhile to mention here that in almost all such cases the second most scoring brand is noted to be very much approaching to the top brand and the performance indicators of such brands are frequently found better than the top scoring brand.

  • Current Year Market Standing 20%
  • Nationwide Brand Recognition 15%
  • Brand Popularity and Trust Level 15%
  • Company Profile & Corporate Structure 15%
  • Brand Distinction & Innovative Feature 10%
  • Majority of Consumer Preference 25%

Current Year Market Standing

Nationwide Brand Recognition

Brand Popularity and Trust Level

Company Profile & Corporate Structure

Brand Distinction & Innovative Feature

Majority of Consumer Preference