ZEE adjudged 1st runner up at the AIMA RK Swamy High Performance Brand of the Year

Zee Entertainment Enterprises Limited was adjudged the 1st runner up for the AIMA - RK Swamy High Performance Brand of the Year, out of a total of 50 brands who were nominated for the award category. The award was introduced for the Brands and Business Assets to be recognized for the financial impact they have created for their owners and not for ephemeral reasons such as perception, market buzz or feel good factors. Further to same, surrogate metrics are used to determine the financial impact the nominees have created for their owners was put in place.

The AIMA - RK Swamy award follows a three step austere method before a brand is declared winner or is qualified to enter the award category.

Brand Evaluation Method:

a. Eligibility criteria

Must be an Indian brand

Should have been in existence for 3 years

Brands must be willing to provide financial information

b. Selection criteria (only for those participants who have crossed 'Eligibility Criteria')

Category growth: Brands must grow faster than the tail wind that the market offers

Return on Capital Employed: Brands must provide an attractive return on Shareholders' capital

International Sales: The brand must have international sales under the same brand name

c. Jury decision

1. An eminent jury of AIMA decides to deliberate upon the deserving candidates who had been short listed post the step 'Selection Criteria'. Out of the 9 short listed entries, the jury votes on the following parameters:

a. Distinctiveness: The brand must occupy an unique and distinctive offering/position in the category

b. Consumer relevance: Being of critical importance to the consumer and making a difference to her life

c. Single mindedness: The brand must stand for a single unique idea that it manifest across its products, positioning and advertising

d. Challenges the category: The brand must be a challenger with either breakthrough products or positioning

e. Consistency: It must have consistency in its brand promise and delivery

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