Page 10 - BOSS Today Issue 15

THE
BOSS
INDUSTRY Award winner
AWARDS
2012

WHAT MAKES

BRANDS

CHAMPIONS

Stephen Cheliotis explains the thinking behind the
Brand of the Year award – and reveals who won what

rand reputation is a vital Having worked with the BOSS Firstly, we advanced from an against the likes of Lexmark and
Bcomponent of business Federation in 2010 and 2011 on award scheme judged by a panel Brother rather than unrelated
success and essential in its Brand Awareness Award, we of experts to one that gave the brands, such as Paper Mate pens.
delivering competitive determined that as an important choice solely to consumers of the Thirdly, we expanded the judging
advantage. In the current component of business success brand - in this case individuals criteria from purely awareness
challenging economic period, it was imperative to continue responsible for purchasing to three core factors driving
brands play an essential role enhancing how we examine and brands within their business. brand choice. The research that
in protecting businesses. For recognise reputational success Secondly, we segmented the went into compiling the lists was
instance, by securing trust and in the industry. This year, in order brands into four clear categories kindly sponsored by VOW.
loyalty among users, a strong to evaluate brand strength more to ensure consumers were The drivers that consumers
brand minimises switching to accurately, we instigated three judging like for like. For example, were asked to judge brands
lower priced competitors. key changes. Epson products were judged against were threefold:

10 BOSS TODAY | December 2012/January 2013

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