HOW THE MOST LOVED BRANDS ARE EVALUATED

HOW THE MOST LOVED BRANDS ARE EVALUATED

December 5, 2019

The Best Brand Awards (BBA) is back again this year and is set to be held on 7th December. The Best Brand Award in Partnership with Nielsen and in Association with the Daily Star aims to celebrate the most loved brands of Bangladesh. For the past 10 years, Bangladesh Brand Forum has organized the award with the objective to exhibit and celebrate the success of the brands, achieved through tough and effortful initiatives. For the 11th iteration, the awards will be presented to the Most Loved Brands across a total of 34 categories. Within each category, “The Most Loved Brand” will be recognized and awarded, followed by “Most Loved Brand 02”, “Most Loved Brand 03”. The overall most loved brands across categories will also be recognized at the event.

The rankings of the brands have been determined through a rigorous study carried out by Nielsen Bangladesh under the guidance of South Asia Nielsen Expert Team. Nielsen Bangladesh conducted a total of 4000 consumer surveys with equal gender representation across the eight divisions of the country covering both urban and rural populations. The data collection was quantitative and documented through Pen and Paper Interviews (PAPI) and were used to develop the scores based on the BRAND Equity Index – part of Nielsen’s proprietary Winning BrandsTM.

THE NIELSEN APPROACH

In determining the overall ranking of brands within a category, Nielsen utilized the Brand Equity Index (BEI) consisting of Brand Salience, Consideration, Preference (Favorite Brand), Recommendation, Willingness to pay Price Premium, Emotion, Brand Fit, and Relevance. The BEI is then weighted by Brand Repertoire & MOUB (Most Often Used Brand) for FMCG brands and Last Purchase for Non-FMCG brands.

When it comes to determining the overall ranking of brands irrespective of category, i.e. Overall Top Brands, the Multiplicative Model is used. This model is used to harmonize across categories on category relevant parameters – Category Involvement, Role of Branding in that category, Brand Differentiation, and Innovation. The BEI scores of brands are also pitted against Retail Sales Data to come to the final assessment and ranking. The infographic below outlines the process. 

   

QUALITY ASSURANCE

In order to ensure that quality is maintained throughout the entire data collection and collation process, Pre-Fieldwork, During Fieldwork, and Post-Fieldwork quality controls are put in place where interviewers are recruited, assessed, and certified by Nielsen, randomly monitored and final data is rigorously checked before processing.

Quality checks throughout the fieldwork consist of a total of 35% Data Acquisition Level checks that comprise of 5% accompanied checks, 15% physical back check, 10% call back checks, 4% Project Management accompanied checks, and 1% Client Service accompanied checks.

A WORTHY RECOGNITION

The Best Brand Award strives to recognize and uphold the most loved brands through the perspective of the consumers. The award is thus a recognition for brands that strive to provide value and love to their consumers. It also aims to encourage the brands of the country towards delivering superior value and developing society at large. To that end, the winners of the Best Brand Award are surely taking a step in the right direction.

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