Around 150 brands from 90 companies are competing for
the `CII Brand of the year 2005' awards to be announced
at the Confederation of Indian Industry's (CII) third
'brand summit' at Chennai to be held on February 17
and 18, 2005.
Agreeing that there are several best brand awards are
there in the country, Anita Gupta, senior vice president
and general manager, J Walter Thompson and a member
of the CII 'brand summit' steering committee, said,
"We have avoided the regular trap of evaluating
brands on financial parameters or based only on an expert
the brands will be evaluated on the basis of a 360 degree
evaluation by the consumers, trade / and channel partners,
industry peers and a jury of experts. Only the most
deserving consumer product or service brand will be
given the award.
regional brands will have a fair chance of winning the
award," she adds.
adds prestige to the winning company is that there is
only one award across the industry segments and the
competition is open to Indian subsidiaries of multinationals,
companies with national and regional brands.
selection process consists of four steps self-nomination,
brand wagon, brand microscope and brand inquisition.
After a company puts in its nomination, the nominations
are screened. Different stakeholders then evaluate the
short listed brands.
that, the short listed companies have to make a presentation
and answer specific questions by the expert panel and
finally the winning brand is chosen.
to her the war for the wallet will be intense in the
coming years across the sectors as the working population
will increase to 615 million from the current number
of 485 million. To cash in on that and also to survive
the fierce competitive environment, brand building will
assume immense importance.
about the third 'brand summit', Krishna Mohan, president,
general management, Ogilvy & Mather, and also a
member of the steering committee of Brand Summit said,
"Connecting with the consumer in the changing business
scenario will be the core focus of the event."
also added the summit would begin with an in-depth analysis
of the radical changes that have taken place in the
brand environment and the consumer's mind space.
the evolution of the CII's 'brand summit', N Murali,
joint managing director, The Hindu and chairman
of the steering committee, said, the first round focussed
on the need for brand management, the second on impact
of technology on branding and communication.
Ganesh, vice chairman and managing director, Rane Engine
Valves Limited, remarked that it was important for Indian
companies to occupy the mind space of the customers
to compete in global markets.