| 1. |
Who should apply
All brand custodians who are sick of sharing their market and believes that “There can BE only one” |
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Can international brands apply?
Entries could be from either international brands or local brands which are currently marketed in Sri Lanka. The Export Brand of the Year is open to Sri Lankan brands marketed internationally |
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| 3. |
What are the entry criteria for SLIM Brand Excellence 2009?
The brand should be marketed in Sri Lanka for at least three years as of 31st December 2009. However if the brand has been introduced to the market with in the last two years (i.e 2008 or 2009), it could be entered in the Best New Entrant of the year category. |
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My brand has not completed one year in the market can I apply?
If your brand has been introduced to the market within the last two years (i.e 2008 or 2009), it could be entered in the Best New Entrant of the Year category. |
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| 5. |
What would be the best category for my brand?
There are ten categories under which entries could be submitted. You may enter under the main categories of product brand of the year or the service brand of the year, and or under the eight special categories. Please see below brief description on each category |
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Product Brand of the Year
Tangible product brands that are FMCG, durable, ethical or commercial/industrial could apply under this category. The company submitting the entry should be involved in marketing the brand locally while the product could be manufactured locally or sourced from abroad |
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Service Brand of the Year
“Intangible” service brands in industries such as banking, insurance, telecom, entertainment, education, leisure, investment, retailing, real estate, travel, and transport etc… could apply under this category. These can be local brands or international brand marketed locally |
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Innovative Brand of the Year
The Brands which has shown outstanding innovation overall in terms of new products development/Introduction, packaging, service methods, promotional methods, distribution methods etc... |
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Turn around Brand of the Year
The brand that has most successfully overcome a downturn or crisis |
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Local Brand of theYear
The best among home grown brands. Only Sri Lankan brands will be considered for this category |
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Best New Entrant of the Year
The most successful brand from among those introduced to the market with in the last two years. (i.e 2008 or 2009) |
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Export Brand of the Year
The Sri Lankan brand that has shown excellence and great success in the international market |
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CSR Brand of the Year
Outstanding brand specific engagement in uplifting the community |
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Small Business Brand of the Year
Companies with an annual turnover than Rs 50 million and been in the market during the last three years |
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| 6. |
How will my Brand get evaluated?
Brands performance will be measured under four criteria namely Brand Intent , Brand Content, Brand Process and Brand Performance in which out of the total marks 10%,15%,25%,and 50% given respectively |
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| 7. |
What do you evaluate under brand intent? (10%)
Brands strategic intent will be looked in to in order to identify the overall direction the brand intends to move. Under brand intent following four criteria will be looked at |
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Brand Purpose
If your brand does not exist in the market what would consumers miss?
E.g. If Singapore Airlines winds off business tomorrow what would the consumers miss?
Will they feel loosing an airline which offers excellent customer service? |
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Brand Target
What is the profile of your typical consumer? Who are you trying to target?
This involves describing your consumer’s demographic, geographic and psychographic attributes |
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Brand Vision
What are your brand's medium term and long term objectives? |
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Brand Mission
What are the principle tasks it intends to perform in order to realize its vision?
E.g. changes to the marketing mix, Brand extensions, new market segments etc |
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Brand life cycle
Where is the brand placed in the life cycle? And what are its related strategies?
E.g. If your brand is currently placed at the maturity stage are you planning to rejuvenate the brand? |
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| 8. |
What do you evaluate under brand content? (15%) |
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Brand Values
What are the core values the brand upholds and how are they promoted with in the company?
These should go beyond the trivial values such as Integrity, team work etc
E.g. 3M Brand stands for innovation and one of its core values practiced within the company is to celebrate failure |
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Brand Personality
How does the brand perceived in terms of personality attributes?
E.g. Does your brand perceived in terms of friendliness, youthfulness, energetic etc |
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Brand Reflection
What image does it want to project of the users/clients to themselves?
This looks at the brands projection on the user
E.g. A wearer of an Omega watch would reflect on precision |
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| 9. |
What do you evaluate under Brand Process (25%)
Branding strategies adopted in order to make the target consumers value and internalize the brand and its key elements |
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What is the brand value proposition vis a vis competition and why?
E.g. Less for even less. Budget airlines no frills proposition |
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In what category is the brand located and why?
Which category the brand is located in a consumer's frame of reference? |
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What is the point(s) of difference between the brand and those in the category, and how credible is it? How does the POD creates value to the consumer?
E.g. 1 7 up locates its brand in the cola category with the difference of being an un brand cola
E.g. 2 Some Mobile telecom operators position them selves in the mobile communication category with the difference of per second billing which gives customers the opportunity to pay exactly for what they use |
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How distinctive, defensible and deliverable is the POD?
Does the POD created unique and difficult to copy by the competition? Can the brand defend its POD and deliver its promise to the consumer |
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How does the brands aforesaid strategic positioning operationalized through the elements of the marketing mix?
E.g. If your Brand owns a premium position in the consumers mind how does your distribution strategy contributes to strengthen that position? What would be your pricing strategy be? |
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How is the brand recalled in the consumers mind? And why is it strategic? (Names and distinctive marks)
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What is the brands naming strategy and why?
Does your brand follows a corporate branding or an individual product brand strategy and why? |
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| 10. |
What do you evaluate under Brand Performance? (50%)
Actual performance of the brand in the market place will be assessed through the information provided by you in the application.
Areas such as sales value growth, sales volume growth, market share growth, profit/contribution, loyalty/consumer satisfaction ,band awareness ,brand recognition and brand reputation endorsed by independent auditors and research companies over the last 3 years |
