SLIM’s brand excellence awards draws the best out of brand marketing
Sri Lanka’s Brand Excellence Awards is to encourage strategic and results-oriented thinking in the fields of brand development, sales, advertising and research, said Elangovan Karthik, President, Sri Lanka Institute of Marketing.
Speaking at a briefing in Colombo to launch the SLIM Brand Excellence Awards (BEA) 2017, he said that SLIM serves to produce initiatives in order to encourage results-oriented thinking.
BEA 2017 is scheduled to be held in November this year. He requested brand owners in the country to send in their applications and prove the brand strength of their products in competing with other contestants. The contest is held to give away awards under 13 categories, among them being ‘Product Brand of the Year’, ‘Digital marketing Efforts’ and ‘SME Brand of the Year’
Mr.Karthik said that they encourage mobile platform brands to apply under the ‘Online Brand of the Year’. They are reaching out to home grown brands of small and medium enterprises and promoting them to apply in the ‘SME Brand of the Year’ category to recognise the efforts of the country’s entrepreneurs.
He said that these awards are the ‘Oscars’ of the Sri Lankan brand marketing fraternity and is the only awards in the country which recognise brands and brand custodians who excel in the area of marketing.
Explaining the judging criteria that would decide on the awards, Denesh Nalliah, Head of Judging Panel, said that the awards were created to recognise and establish a brand strategic process of the marketing profession in this country and at this point he expressed his belief saying “I think the chief architect for the initiation of this contest is the late Prof. Uditha Liyanage.”
In brand performance, he said that they look at both financial as well as brand head parameters as this being an award for brand excellence and not business excellence, greater weightage is given to brand health. It is straightforward financial considerations, market share growth, profit growth and the brand
Nuwan Gamage, Chairman, SLIM Brand Excellence Project, said that the BEA has continued to grow and moves on to a noteworthy brand in its own right.