Indiantelevision.com Team

MUMBAI: The Confederation of Indian Industry (CII) will now host the 'Brand Finale' titled 'the annual 'CII Brand of the Year' award to recognise that one brand that has demonstrated an innovative game plan, opened newer boundaries in analysing consumer behavior patterns and used these learnings to take their brand a step forward in relating to consumer's psyche.

'Brand Finale' will aim at felicitating the most powerful brand in the Indian market, in the business to consumer (B2C) space, that has dominated the consumer mindscape by creating a lasting impression in an ever-changing brandscape. Brand Finale, with an agenda to look at superior branding strategies, will be a neutral forum for brands to compete with one another for the 'CII Brand of the Year' award.

The five-step process of selection was conceptualised keeping in mind a 360-degree evaluation by all stakeholder groups, they being customers, channel partners and the marketing community. The first round being self-nomination, the nominated brands then move to the second stage called 'Brand wagon' and thereafter go through a stringent screening based on the parameters mentioned in the nomination form. The short listed entries then move onto the next stage called 'Brand Microscope' for a detailed quantitative evaluation amongst different sets of stakeholders.

The top brands that make it from this stage to the final short-listing stage will go through 'Brand Inquisition.' A distinguished jury comprising experts from diverse fields like market research, academics, advertising and marketing will then evaluate a presentation addressing the internal strategic thought process behind the brand.

After a cumulative evaluation across the entire selection procedure, the highest scorer will win the coveted title of the "CII Brand of the Year 2005" at 'Brand Finale' which is scheduled in February 2005 at Chennai.