Package development recommendations

We suggest you the recommendations of the Steering Committee’04 on the Contest brand presentation package. The recommendations are not exhaustive or compulsory. You can form your package in a free manner. Your task is to present your brand in the most thorough manner for the consideration by the International Jury’04. We remind you that the Jury defines winners in accordance with the requirements to the effective marketing strategies worldwide.

Your task is to form such a presentation package that would create the most authentic view on the submitted brand, strategy and work on its development and promotion.

Attention! We ask the person in charge to mark with the note «confidential» the points of the application form and presentation package that are not subject to, under your opinion, publishing or any other form of distribution. Doing this you might deprive yourself of additional possibilities to promote your brand.

The presentation package should be bound into the document case with mandatory order numbers on the pages including all the addenda and samples. The brand presentation package might include the following points:

I. TITLE-PAGE

Sample

Brand (name of the brand) presentation package
for the participation in the National Contest BRAND’03

The Contest Nomination
Full name of the applying company

II. The package contents by chapters

Sample

The recommended contents of the brand presentation package with the mandatory page numbers

1. Marketing goal of the brand development and its strategy

• Describe the strategic goals that are aimed with the development and promotion of the submitted brand
• You can describe the assortment line of the product or the list of the services (it is allowed to submit photos, models, samples etc)
• Define the principles of the brand strategy, i.e. creation goals, a view of development, brand mission,
• Describe the company’s bodies that are currently involved in the brand development, verify its permanent quality etc.

2. Positioning and target group of the submitted brand

• We recommend inclusion of the brand description among the competing goods, basic comparative advantages. Which marketing data served to be a basis for position.
• Characterize the target group (regional, socio-psychological, demographic data etc)

3. Creative strategy and brand development We recommend to include the following points:

• Describe the brand authors
• Describe the brand creation stages. Cite, if possible, the lines of the creative search for design, name, attributes.
• Brand name with the choice grounding (names, if applicable, with a brief history of changes)
• Logotype with the choice grounding (logotypes, if applicable, with a brief history of changes)
• Slogan with the choice grounding (slogans)
• Brand attributes: means that help to build functional and emotional consumer’s associations. Sometimes the name «company style» is used instead. It may include package form, tune, Ñþäà ìîãóò âõîäèòü ôîðìà óïàêîâêè, ìåëîäèÿ, company’s sound (e.g. chip’s crakling), unified style and design of all the elements accompanying your product, your brand’s legend and legend on its creation etc.
• Characterize the brand identity and image. Describe the set of «intangible features» of the participating brand for these purposes. Please take into consideration that brand is a complex of «intangible features» of the product: its name, package, price, reputation, history, advertisement manner. Therefore, your task is not to describe the commodity solely but give an idea of the emotional associations that goods under this brand evoke.

4. Strategy of integrated marketing communications (advertisement, PR, sales promotion, direct marketing etc)

• Describe the means and channels of brand promotion that were used in different periods. Describe the specific actions and arrangements that were held to place it in the market, to increase its popularity, to encourage sales and consumer loyalty etc. Cite the data on the promotion results (sales increase, popularity increase, brand loyalty increase)
• Enclose specific advertisement materials (polygraohic samples, models’ samples, articles’ copies, interview, advertising video copies, electronic versions of ads, web-sites etc)

5. Media Strategy

6. Brand promotion and loyalty programs results

• If there were conducted any work of the kind, the data can be submitted in the form of letters’ and reviews’ copies, of the combined research results etc
• If you possess data on the index and evaluation of your brand please submit and prove them

III. Addendum

Other documents might be enclosed upon the decision of the Contest participants

IV. The list of all the package items

• It is important to draw a list of all the items included in the package in order to simplify the work of the Steering Committee and International Jury

Do not forget to put your signature in the end of the application form and presentation package:
I confirm that the information submitted in the application form and brand presentation package is true. I allow the Steering Committee to use of the data for the education and research purposes with the exception of the data marked as confidential.

Full name, signature
Position of the person in charge
Date

Attention!

When the documents are being prepared the Steering Committee’04 provides for a possibility to get individual consultaions.

Address your questions to the Steering Committee:
BRAND OF THE YEAR National Contest Steering Committee
CSBT SATIO
220030 The Republic of Belarus, Minsk
Business-centre of the hotel «Minsk»
Skoriny pr. 11/2, of. 514
t.: (017) 209-95-84
t./f.: (017) 209-95-91
e-mail: info@satio.by
web-site: http://www.satio.by/

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