Judging

BRAND of the year is an exclusively professional contest arranged in accordance with the EFFIE International Standards. The contest is being accredited by this authoritative organization for the brand makers worldwide.

Results evaluation in consumer nominations

Nominations of the Consumer Jury

Consumer Recognition Brand. The rankings« top brands, both by recognition and preference indicators, will be defined within each commodity group.

Republic Patrimony Brand. The consumers will name the domestic brands that, under their opinion, represent our country in the most esteemed manner and that form its image..

BRAND«04 in consumer nominations will define the winners on basis of the national social poll with the representative sampling of 1.5 thousand respondents.

The research covers all the country’s regions; the method to use is personal interviewing.

The data count on consumers’ social differences in age, sex, main field of activity, region, income level, education, family status.

To define the brand winners, open questions are used to cause spontaneous trademarks anamnesis. The commodity groups are admitted to the Contest on basis of expert evaluations in accordance with the defined level of the brand competition within the group.

BRAND of the year is the only national-scale monitoring of the brands’ popularity and fame, that has fixed changes in Belarusian brand field since 2001.

Results evaluation in professional nominations

BRAND of the year in professional nominations defines the winners in accordance with the principle standards of the International system EFFIE (USA). The applications will be evaluated by the International professional Jury, with specialists from different countries evolved, including Belarusian ones.

International standards presume that the prizes can be awarded under the strict condition ot the Participants’ gaining some definite level determined as the percentage of the highest possible — 100%.

• 100-85% — Golden Medal
• 85-70% — Silver Medal
• 70-55% — Bronze Medal

Thus, prize awarding in each commodity group is possible only if the brand — participants gain the required evaluation level.

Evaluation criteria for the professional nominations

1. Brand strategy. Mission. View
2. Brand Positioning. Target segment
3. Brand attributes portfolio
4. Singularity of the brand image
5. Set of brand marketing communications, promotion strategies, loyalty programs
6. Sample pieces of the advertisemsnt and souvenir brand materials

In the year 2004 the International Jury will award the nominations on extra basis for the first time. The applications are submitted within commodity groups only

Free Professional Nominations

• Brand Profi
• Brand Inter
• Brand Loyalty
• Brand Discovery of the year
• Brand Exports
• Brand Spadchyna
• Most Creative Brand
• Brand.by
• Most protected Brand
• Special diplomas and awards for the advertisement agencies who gave birth to the brightest Belarusian brands.

Applications considerations order

1st stage. Pronouncement of the decision on winners in consumer nominations

Within each commodity group the winners can obtain the following statuses:

• Brand Consumer Recognition. (1st, 2nd and 3rd Prizes in the fame ranking)
• Brand Republic Patrimony. The ranking «Best Belarusian marks» leaders are awarded the status of «Brand Republic Patrimony» (1st, 2nd and 3rd Prizes in the ranking).

2nd stage. Independent evaluation by the Jury members, the submitted presentation package not being discussed

1. All Jury members are admitted to participate in evaluation at the exception of those who bears direct relation to this brand’s creation, promotion or consulting the participating brand.
2. All the Jury members consider each brand simultaneously. The presented package and electronic carriers are being displayed.
3. The chairman conducts the evaluation procedure. The former has no right to comment, his task is to name all the documents included in the package.
4. Evaluation of each participating brand takes as much time as it is necessary in order all of the Jury members consider the submitted documents.
5. All the Jury members note their evaluations in the personal report under the suggested criteria, the remarks and comments being mandatory. They will be of significant importance to ground the evaluation to participants and to issue the recommendations to correct brands’ marketing strategies.

3rd stage. Discussion and decision pronouncement on the finalists and winners within the commodity groups

1. The Contest administration calculates the average of the participating brands’ evaluations for discussion purposes.
2. The Jury pronounces the decision on all the commodity groups awarding the statuses:
• Winner of the National Contest BRAND of the year. Golden Medal holder (only one golden can be awarded within one commodity group)
• Silver medallist of the National Contest BRAND of the year (only one silver medal can be awarded within one commodity group).
• Bronze medallist of the National Contest BRAND of the year (only one bronze medal can be awarded within one commodity group).

4th stage. Discussion and Jury decision pronouncement on free nominations awards

1. Jury pronounce the decision on the Contest Grand-Prix — Brand Profi and free nominations awards in open discussion and voting by show.

Attention!

The Steering Committee and International Jury Members of the National Contest BRAND of the year guarantee evaluations’ objectivity and impartiality with their names and professional authority.

All personal reports and calculations are open to the Contest participants to become a familiarity with.

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