A brand is not just a logo, a website or a name, it’s an experience. As per Mr. Steve Forbes, Chairman & editor-in-chief of Forbes Media, “Your brand is the single most important investment you can make in your business”. In the context of Bangladesh, brand and branding is, to some extent, a new concept. However, there lies an incredibly potential market in this country and because of such encouraging business environment, companies here, are concerned about their branding more than they were previously. Best Brand Award has been recognizing and honoring such efforts of those proficient companies since 2008. This year, the 7th edition of Best Brand Award held on Saturday, 21st of November at Radisson Blu Water Garden Hotel Dhaka, was bigger and better than it ever was.
In this year’s Best Brand Award, Bangladesh Brand Forum (BBF) in partnership with world’s leading brand research company Millward Brown, Bangladesh honored the leading brands in Bangladesh in 35 categories based on a month-long countrywide consumer research carried out by Millward Brown.
This year the categories ranged from FMCGs to electronics and services. 5 new categories were added this year, for which research was conducted in Dhaka city only. The categories include fashion boutique, food joint, FM radio, superstore and furniture. In the personal care categories, winners include Lux, Fair & Lovely, Closeup and many more. In the food & beverage categories the best brands were Horlicks, 7up & Maggi among others. KFC won the Best Brand Award 2015 in Food Joint category, Agora in Superstores, Aarong in Fashion Boutique, ProthomAlo in Print Media, OTOBI in Furniture and Radio Foorti in FM Radio category.
Along with the top brands in each category, overall top 10 brands and local top 10 brands were also recognized. Special recognition awards were also given as Best New Comer Brand 2015 to Samsung, Most Improved Brand 2015 to Banglalink, Most Consistent Brand 2015 to Lux, and Most Improved Category 2015 to Mobile Phone Network. An honorary crest was also handed over to Bangladesh Cricket Team for their outstanding performance in sports. A special publication sharing the brand stories of top three brands in each category was also unveiled at the event.
Awards were handed over by top corporate officials and well respected personalities from the business, marketing and diplomatic sectors of the country. The gala event was attended by around 600 brand & marketing professionals, diplomats, government officials and members of various business associations.
Best Brand Award 2015 was organized in association with The Daily Star. The event was supported by Haque Group of Industries as Event partner, Independent as TV Partner, MSB as Knowledge Partner, Webable Digital as Social Media Partner, Maverick as Digital Content Partner, Aamra as IT Partner, and Masthead as PR Partner. The celebration event was also sponsored by 23 Syndicate Partners.
About Milward Brown
A true pioneer in brand tracking since 1973, Millward Brown has conducted more than 18,000 brand tracking studies worldwide and has developed extensive databases and norms. It is the world’s largest brand tracking provider and currently has 1800 continuous tracking studies running, spanning 52 countries and 6 continents.
The approach of the consumer research was completely quantitative where face to face Pen and Paper Interviews (PAPI) were conducted with a very structured questionnaire among randomly selected respondents.
The key measure to drive top brands, Millward Brown’s MDS framework was used, which stands for Meaningful, Different and Salient. The essence of this framework is – the more meaningful, different and salient the brand associations, the greater their ability to drive consumers’ brand predisposition.The ideal balance for a specific brand is a function of both the category and the primary mode of financial return—sales volume or premium pricing. To capture the overall countrywide brand ethos, in-category and across-category comparative context,Millward Brown has done in-category harmonization and cross-category harmonization to do the ranking of the top brands.
Winners’ List (Top-three in each category)
2015 Top Brands
2015 Top Brands
LAUNDRY DETERGENT & BAR
RIN POWER WHITE
FAIR & LOVELY
PEPSODENT GERMI CHECK
COLGATE SUPER SHAKTI
LALBAGH / HAASH BRAND GANDHARAAJ
MOBILE PHONE NETWORK
PRAN UHT MILK
PRAN MILK CANDY
PRAN MR. MANGO
Top 10 Brands
Local Top 10 Brands
Overall Top 10 Brands
|1||SYMPHONY||FAIR & LOVELY|
|2||RADHUNI MASALA||RUPCHANDA FORTIFIED SOYABEAN OIL|
|3||TEER REFINED SOYABEAN OIL||HORLICKS|
|4||SUPER FRESH SOYABEAN OIL||SYMPHONY|
|7||MILK VITA||RADHUNI MASALA|
|8||WALTON TV||TEER REFINED SOYABEAN OIL|
|9||TEER ATTA MAIDA SUZI||BANGLALINK|
|10||SANDALINA SANDAL SOAP||PARACHUTE ADVANSED|
Special Recognition Awards
|Best New Comer Brand 2015||SAMSUNG||This award recognizes the brand that has been the best new entrant in the award ranking. Couple of new brands has entered into the top 30 ranking this year. Among them, it is the brand that has been able to secure a very strong position in its first entry in the award ranking.|
|Most Improved Brand 2015|
|BANGLALINK||This new category recognizes the brand that had the highest upward shift in ranking as compared to last year in the overall Top 30 brands. 14 out of the top 30 brands have improved their ranks over last year.|
|Most Consistent Brand 2015||LUX||This new category recognizes the brand that stayed the most consistent over the years in the overall Top 30 ranking. Over the last 6 years, the winner of this award has always stayed in the top 10 ranking.|
|Most Improved Category 2015||MOBILE PHONE NETWORK||Among the 35 categories surveyed this year, 1 category stood out as being the most improved this year. Majority of the brands in this category has not only improved their ranks this year, but has improved by big margin.|