International Professional Jury

Application forms are evaluated by the International Professional Jury composed of leading experts and specialists form different countries, including Belarus.
The Jury is formed on quota basis since 2005: 
- 30% - domestic and foreign scientists-experts-makers 
- 30% - managers of Belarusian leading trade marks
- 40% - representatives of leading advertising agencies and creative studios

The members of the Steering Committee and the International Jury of the Professional Contest THE BRAND OF THE YEAR warrant objectiveness and impersonality of evaluations with their own name and professional authority.

All private protocols and calculations are open to be reviewed by the participants.

Ethics and transparency of judging

Assurance of objectiveness and impersonality

Before judging, all members of jury must report whether they are privy to the nominees or not. Jury members having grounds for not being neutral are disqualified by the Steering Committee for the term of these nominations judging.

Responsibility and transparency of evaluations

To ensure Contest transparency and Jury feedback, the Steering Committee conducts judging procedure in two stages. The public sitting is devoted to direct questions to the nominees. In order to ensure evaluations understanding by the nominees, the jury members reason their evaluations in the score cards. All private protocols and calculations are open to be reviewed by the participants. If a jury member has no sufficient grounds for evaluating particular criteria, he is entitled to put dash in the evaluation column.

Ethics to the participants, jury associates, Contest status

The members of the jury believe that any and all opinions pronounced during discussion are not to be disclosed. The Contest Steering Committee expects respectful attitude to Contest participants and status. The Steering Committee believes that results of the poll would not be disclosed before the Final Ceremony.

Designation of leaders in the Professional nomination

THE BRAND OF THE YEAR determines leaders in professional nominations on the basis of conceptual standards of present-day marketing, branding and marketing communications. The application forms are reviewed by the professional jury composed of specialists from various countries.

The international standards provide that nominees are granted awards in case they have achieved a certain level of scores in proportion to the maximum possible — 100%.

-     100-85% — Gold medal

-      85-70% — Silver medal

-      70-55% — Bronze medal

Thus, awards are given in each commodity group only if brands-participants have achieved the adequate professional level.

Evaluation criteria in the professional nominations

1.     STRATEGY: strategic goals, concept (selection of target group, positioning, brand idea). Object of evaluation — consistency, coherence, matching results of investigations, etc.

2.     IDENTITY: graphics, 3D, the Big idea, slogan, cutline, hero, package. Object of evaluation — brand attributes conformity to the concept and quality of execution.

3.     COMMUNICATIONS: advertising, PR, internal branding, other communications. Object of evaluation — concept and quality of execution.

4.     RESULTS: brand's recognition, share of market, sales. Object of evaluation - EVIDENCE, stated in brand packages, that brand's strategic goals have been achieved.

Designation of leaders in the Consumer nomination

THE BRAND OF THE YEAR in the consumer nominations determines winners on the basis of nation-wide poll involving respondents' representative sampling. The research covers all regions of the country and is conducted in the form of face-to-face interview. All Contest participants are provided with the report on the National poll results. These data make allowance for consumers» age, sex, activities, region, income, education, family status social differentiation.

Leading brands are determined with open-ended questions involving trade marks spontaneous recall. Commodity groups are accepted to the Contest under expert evaluations based on brand competitiveness within a group.

The international jury of the Professional Contest THE BRAND OF THE YEAR

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