The National Competition THE BRAND OF THE YEAR is the only one that defines brand indexes according to their popularity and preferableness. For the four-year period the Competition has exclusive data about the brand competition dynamic in each market group.

The information about the research within the limits of the National Competition THE BRAND OF THE YEAR

The research of the brand popularity and prefarableness in different market groups has been helding within the limits of the National Competition THE BRAND OF THE YEAR since 2001. In such manner, THE BRAND OF THE YEAR is the only competition that defines brand indexes according to their popularity and preferableness. For the four-year period the Competition has exclusive data about the brand competition dynamic in each market group.

The data are analyzed with the differentiation accounting on the different socio-demographic factors:

age,
sex,
income level,
education,
settlement type (city, town),
place of living (regions of Belarus),
occupation,
marital status

The questioning is held by the personal interview method. Open questions for spontaneous recollection of the trade marks are used for determination as known as preferable brands by the respondents in questionnaire. In such a way the best trade mark of the Republic of Belarus is determined. The spontaneous brand recollection without any list gives the most adequate information about the popularity and prefarableness degree in the consumers» minds.

The researches are held annually in November — December. The selection consists of the 18-year and older adults of the Republic of Belarus and they are 1500-2000 respondents. 

All the byelorussian regions participate in the research, namely Minsk, Minsk Region, Vitebsk Region, Mogilev Region, Gomel, Brest and Grodno Regions. The interview quantity assignment in settlements for each region is done with accounting of the population size of each settlement.

Method of the sudden route is used in the research. For taking an interview with the so called «difficult-to-find respondents» quotation is applied in the end of each route that allows reaching the necessary level of the general combination and selection conformity. Quotated indications are respondents» sex and age.

There is the pro cent correlation of the age groups for urban and rural population of each region according to the statistics that helps to figure out the quota for each settlement.

Interview distribution in the regions in 2003

Region	City	Village	Total
Minsk	278
Minsk region	131	123	254
Vitebsk region	155	76	231
Mogilev region	140	56	196
Gomel region	172	80	252
Brest region	144	95	239
Grodno region	122	71	193
TOTAL	1142	501	1643

The interviewers of the Axeological research laboratory «NOVAK» were attracted for taking the interviews up to 2003. In 2004 the research is held by the International Marketing Research Agency «MASMI BY» and the Axeological research laboratory «NOVAK».

The research results of the National Competition THE BRAND OF THE YEAR are reflected in the Mass Media, analytical publications. The BRAND OF THE YEAR»s data is acknowledged as expert, many scientists and practical specialists in the marketing sphere trust them.