SLIM announces 20th Brand Excellence Awards

The Sri Lanka Institute of Marketing (SLIM) last week virtually unveiled the 20th SLIM Brand Excellence Awards. 

As the only awards ceremony that recognises brands for their performance, it is renowned across the country as a highly prestigious awards ceremony.  The SLIM Brand Excellence Awards is the ideal platform via which to commend these brands for not merely surviving, but thriving during these tumultuous times. 

Under SLIM Brand Excellence Awards, five main awards and eight special awards will be given. The five main award categories include Product Brand of the Year, Service Brand of the Year, Global Brand of the Year, Local Brand of the Year and Export Brand of the Year. The special eight awards include, Innovative Brand of the Year, Turnaround Brand of the Year, Best New Entrant of the Year, B2B Brand of the Year, CSR Brand of the Year, Online Brand of the Year, SME Local Brand of the Year and SME Export Brand of the Year.  Additionally, the most coveted Ultimate Brand of the Year Award awaits a brand that has outshone the others, proving that they have a position of excellence within the Sri Lankan economy. 

SLIM President Thilanka Abeywardena said: “For two decades, SLIM Brand Excellence has provided a scientific process to brand building and created a platform for marketers to keep raising the bar, getting well-deserved recognition for their work. I take this opportunity to recognise Professor Liyanage, as the first to outline this process and spearheaded the process that we have continuously developed till the present.”

“Sri Lanka is in a time where we need more and more brands to be created, to help take products and services to the world,” she added. 

“We focus too much on raw material exports and white goods but having dedicated brands will continue to put us on the global stage. It will also help us earn much needed FDIs and achieve local market growth. Despite current challenges, Brand Excellence was scheduled for this year to encourage marketers to showcase their best as they strive towards recognition,” Abeywardena said.

SLIM Vice President Chinthaka Perera said: “It is owing to a great team effort that we were able to continue SLIM brand excellence amidst these challenging times. We had great support from teams, the event committee and SLIM staff to make this year’s virtual event a great success. This year was a challenge and I believe all the brand custodians have done their part to keep their respective brands alive. They have done well, without a doubt.”

SLIM CEO Sanath Senanayake further conveyed the importance of brand excellence saying, “Brand excellence is an attempt to evaluate and impart knowledge in enhancing the brand value proposition, to compete locally as well as raise it to the global level. This is an opportunity for an organisation to comprehend the status of its brands. The process of applying itself is training for brand custodians to assess the brand in a more strategic perspective.”  

SLIM Brand Excellence 2021 Project Chairperson Manthika Ranasinghe drew attention to his main concern of “increasing the number of organisations that were scheduled to take part in the Brand Excellence Awards as opposed to fewer entries.” He added, “I learnt there are some misconceptions about Brand Excellence, but we will address this through communication to advocate for the corporate sector.”

 “While a proactive public response may not be appropriate for most, many brands have seized the opportunity to strengthen connections with their target prospects and build valuable goodwill and loyalty. In a time of so much uncertainty, when daily decisions about personal safety and financial wellbeing are made, most consumers are reaching for brands they trust. This, is a year like no other, and as we read your submissions, we were surprised by your insight, awed by your initiative, warmed by your response, and impressed with your performance,” commented SLIM Brand Excellence 2021 Head of Jury Imal Fonseka.