SLIM Brand Excellence Awards

The Sri Lanka Institute of Marketing (SLIM) will once again reward outstanding brands and brand custodians at the SLIM Brand Excellence Awards 2009 on October 29 at the Water's Edge. The SLIM Brand Excellence Awards is the flagship event of SLIM, and has been held annually for eight years.

From left: Chairman, Judge’s Panel, J. Godwin Perera, VP, SLIM, Rohan Somawansa, President SLIM, Saliya Weerasekera, VP, SLIM, Thushara Perera, Project Chairman, Gamika De Silva and Advisor to Organising Committee, Dr. Uditha Liyanage.

This year's awards as well as the previous year's placed emphasis on the branding strategies that underlie a well conceived marketing - mix program. Advisor to the Brand Excellence Organizing Committe Dr. Uditha Liyanage explained this rationale, "Marketing-mix strategy is based on market segmentation, targeting and positioning. The brand position has to be clearly worked out, well before you develop a marketing-mix program.

Putting first things first, is, indeed the right thing to do. In sum, one needs to figure out the brand's role and scope, and then - only then should determine the goal and path for the brand. It is indeed a matter of putting the strategy horse before the planning cart," he said.

The Brand Excellence Awards recognize and reward brands that must BE (note the pun on the acronym of 'Brand Excellence') the brand that other brands aspire to BEcome, but fail to emulate.

An innovative and creative ad campaign sustains this theme, with stories that showcase 'BE' Brands benchmark brands that have become the standard for brands. BE brands are the brands that do not fear competition but become the competition, they do not copy, they are the copied; they are not mediocre brands but make other brands look mediocre. President - SLIM, Saliya Weerasekera explained the event's emphasis on recognising brand custodians, "In many occasions, the brand custodian's efforts in developing a high performing brand is not brought to the forefront.

It is only the results that been rewarded. However, at SLIM Brand Excellence Awards, we open the stage to the brand custodians to express their story behind each successful brand. The criteria was adjusted to suit different market conditions and to the knowledge gained throughout the years. With the completion of a successful SLIM Brand Excellence Awards ceremony last year, we are keen to uplift the bar further to build more stature into the competition," he said.

A stringent judging process ensures that the accolades are given only to those brands that are the trailblazers across the industry. Successful local and international brands that are currently marketed in Sri Lanka are eligible to participate, along with Sri Lankan brands that are marketed internationally. SLIM strives to push the standard of excellence higher each year.

Project Chairman Gamika De Silva said that the post conflict scenario in Sri Lanka and the situation of recovery in global trade has brought the importance of outstanding brands even more forcefully to the forefront of a business' survival, "The role of businesses would be much more demanding and the expectations from stakeholders will be high.

Therein, the role of Marketing will play a crucial role to build equity and sustain competitive advantage during challenging times. The paradigm shift of businesses has developed an environment of uncertainty which will not guarantee your future survival based on your past successes.

Therefore marketer's role and approach has become more pivotal for the very existence of business with every passing day", he said. As in the previous year, this year's awards will also compete in ten categories, namely, Product Brand of the Year, Service Brand of the Year, Innovative Brand of the Year, Turnaround Brand of the Year, Local Brand of the Year, Best New Entrant of the Year, International Brand of the Year, Small Business Brand of the Year, CSR Brand of the Year and Export Brand of the Year.

The main awards of the event are the Product Brand of the Year and Service Brand of the Year awards, and the winners of these two categories will be evaluated by judges for the much coveted accolade of Brand of the Year. The Small Business Brand of the Year is for companies with an annual turnover of less than Rs. 50 million. The Innovative Brand of the Year is awarded to the brand that has showcased exceptional innovations; Turnaround Brand of the Year recognises the brand that has overcome an adverse performance, downturn or crisis situation.

The Local Brand of the Year recognises a truly Sri Lankan brand that has been developed and marketed locally and has been a success in the market. The International Brand of the Year is awarded to a home-grown brand that has made substantial headway in the international arena.

An opportunity for recognition awaits the exceptional performance of new brands that have been in the market for two years or less, with the Best New Entrant Brand award. The CSR brand was introduced for the first time last year.