General contest information

Professional contest the Brand of the Year is held nation-wide and aimed at development of marketing and branding competence of the country, domestic branded goods» competitiveness and consumers» brand consciousness. THE BRAND OF THE YEAR does not only names the leaders, but makes possible to analyse the experience in effective development and promotion of the leading trade marks, and to study the consumer behaviour dynamics in the domestic market. Arrangements within the Contest are focused on extension of marketing and branding expertise.  

The Professional Contest THE BRAND OF THE YEAR has been included in the implementation plan of National Export Development Program for the years of 2006 — 2010 pursuant to the Resolution by the Council of Ministers of the Republic of Belarus No. 83 of January 22, 2008.

The Contest mission is to contribute to home companies' competitiveness and competence in brand development, and promotion both in the domestic and global markets.

The Professional Contest THE BRAND OF THE YEAR in Belarus is a cross-sectoral project which has united representatives of Belarusian business Big League - domestic enterprises of different forms of ownership, ministries and authorities, associations of scientists. Thus, both private companies, state and independent mass media, and departmental structures - Trade Marks Expertise Department, National Centre of Intellectual Property, Ministry of Economy of the Republic of Belarus - have become the Contest organizers since 2001. The Supervisory Board is comprised of representatives of a number of departmental and public organizations for consumer rights protection, famous scientists and experts, and representatives of international agencies.

Judging. THE BRAND OF THE YEAR is a professional contest evaluated on the basis conceptual standards of present-day marketing, branding and marketing communications. Evaluation is based on brand strategy and consumer estimation of brand recognition and preference.  The first evaluation is brought in by the International Professional Jury, the second - by the Consumer Jury on the basis of yearly national poll involving representative sampling.

Focus on domestic marketing competence promotion.

The Contest provides national monitoring of brands recognition and preference within commodity groups. The Contest program includes a wide spectrum of educational events aimed to present-day experience exchange in the sphere of marketing and branding: the International conference ADVANCEDBRANDING, Summit of Directors, International master classes by world famous marketing and brand specialists.

Focus on development of business social responsibility.

Nomination «Corporate Brand Responsibility» was instituted within the Contest in Belarus in cooperation with the National initiative «For Business Social Responsibility» (http://www.satio.by/leader/sob/) supported by the United Nations Development Program in Belarus, UN Initiative «Global Agreement» (http://un.by/ru/undp/gcompact/). This nomination aims at promotion of BSR values and popularization of business social responsibility experience.

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