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Thursday, 9 November 2017 00:10 - - {{hitsCtrl.values.hits}}
Interbrand, the world’s largest and most influential brand consultancy, has announced it has formed an official media partnership with the Daily FT, Sri Lanka’s leading business newspaper.
Interbrand will introduce Best Sri Lankan Brands, an extension of its world-renowned Best Brands tables, to local corporates at an exclusive ceremony graced by Prime Minister Ranil Wickremesinghe on 10 December, at the Hilton.
The ranking, which identifies the most valuable brands in Sri Lanka, is modelled on Interbrand’s prestigious Best Global Brands annual report, the definitive guide to the world’s 100 most valuable brands.
“To maintain reputational integrity and avoid any conflicts of interest, Interbrand does not levy or accept payments to list brands in its table; neither does it accept sponsors,” said Head of Interbrand India, Ashish Mishra, who underlined the fact that this was a highly irregular practice that was not found anywhere else in the world.
Established in 1974 and growing into an opinion leader in the field of value-based brand management, Interbrand was the first brand consultancy to recognise the significance of a brand as a business asset and introduce the brand valuation concept and methodology. Interbrand’s Best Global Brands methodology valuates each brand’s financial performance, role and strength through a five-step Economic Value Added methodology, which is also the first of its kind to be ISO certified.
“We are delighted to be the media partner for such a prestigious and important event,” said Daily FT Editor Nisthar Cassim. “This partnership strengthens the Daily FT’s advocacy on behalf of Sri Lankan business. Our audience of executives nationwide provides a formidable platform to talk about how we can strengthen and grow Sri Lankan brands locally and globally.”
As Interbrand’s media partner, the Daily FT will offer unparalleled exposure to the paper’s national audience by providing editorial space, advertising and coverage of Best Sri Lankan Brands.
“It is rather exciting to be a part of the journey to change the outlook of brands in Sri Lanka and transform the paradigm of branding in the country. Best Sri Lankan Brands will valuate the top brands in Sri Lanka using Interbrand’s proprietary methodology,” said Mishra. “Globally we partner the largest and most influential media houses to publish the table and articles related to the insights from senior partners in the Interbrand network and thought leaders from the industry. Best Global Brands has a long-term partnership with NYSE, New York Times and The Economist. We are pleased to be partnering the Daily FT, which has such a solid foundation and vital role in Sri Lankan business.”
MND CEO and Sri Lanka partner for Interbrand, Michel Nugawela, said that the launch of Best Sri Lankan Brands was indicative of the strength of Sri Lanka’s homegrown corporates and a growing understanding among business leaders about the significant role brands play in enhancing business performance.
“The Best Brands list is Interbrand’s compilation of national brand tables that recognise and celebrate the world’s top brands. It is an honour to showcase Sri Lanka’s most valuable brands to the world as Best Sri Lankan Brands takes its rightful place among Best Japan, Best China, Best Korea, Best Swiss, Best German, Best Spanish, Best Canadian, Best Brazilian, Best Mexican and Best Indian Brands.”
“In today’s converged markets, a global brand outlook is not just a matter of aspiration but an imperative. Before 2001, the only Asian brands listed on the Best Global Brands table were Japanese. About a decade ago, Samsung entered the listing from South Korea, joined four years later by LG and Hyundai. Interbrand’s larger purpose is to identify the best sri lankan brands today and in the future, and help them in their journey towards becoming the best global brands,” said Mishra.
