SLIM Brand Excellence briefs participants on reformed selection criteria

By Devin Jayasundera

SLIM Brand Excellence Awards, which themes under the banner of ‘Will you just be a footnote or will there be tales about you?’ held its participant briefing last Wednesday, attended by the top brand companies of the country.

SLIM Brand Excellence Project Chairman Karthik Elangovan speaking to the Daily FT said that representatives of the major brands in the country attended the meeting to discuss the selection criteria and the application process.

He also mentioned that one of the major topics that were discussed was the newly-reformed points criteria. This year brands will be evaluated only on two aspects – brand performance and brand processing. To date close to 50 companies have applied for the awards.

To apply for the SLIM Brand Excellence Awards, brands have to be marketed at least for three years in Sri Lanka. This year another change that has been made in the criteria is that more weightage will be given for the company’s previous year’s performance.

SLIM, partnering with the Ceylon Chamber of Commerce, has conducted many workshops in educating the disciplines of marketing and branding for Small and Medium Enterprises throughout the year. With the help of the CCC, SLIM is expecting an increased participation of SMEs this year. SMEs with an annual turnover of less than Rs. 100 million can apply in this category.

Emphasising on the importance of companies applying for the SLIM Brand Excellence Awards, Elangovan stated: “By going through the application process companies will have the opportunity to reflect and evaluate their branding strategies, which would enhance the thinking of brand builders of their respective companies.”

The deadline for entries for SLIM Brand Excellence awards is Monday 5 September 2011.