“SLIM Brand Excellence has been rejuvenated and energized with a whole new look and feel” – Mr. Dinesh Nalliah

ensure not just the good, but that the great brands win.

Q: What key qualities make up a SLIM Brand Excellence award winner?

At the outset I need to clarify that I will be referring to a brand and not the brand custodian. A brand that deserves to win an award must demonstrate that it has clear and strategic goals in terms of a brand vision, a brand mission, a brand purpose and quantitative objectives in terms of financials and brand health. Thereafter, the brand needs to adopt a clear process to meet the desired goals. The process will be driven by the marketing mix where innovation is critical for success in today’s competitive market place.

In simple language, great or winning brands need to ensure they continuously acquire and retain customers / consumers.

A number of critical changes had been made that have made a significant impact on the prestigious event. In keeping with the vision of inculcating a brand building culture within Sri Lankan businesses, we focused on the SME sector by simplifying the entry kit. Although simplified, the fundamentals of creating and marketing a brand were comprehensively covered.

Q: How would you describe the performance by the candidates this year?