Best Brands Awards 2021 in Russia will be presented in 6 nominations
BEST PRODUCT BRAND
BEST RUSSIAN PRODUCT BRAND
BEST GROWTH PRODUCT BRAND
BEST CORPORATE BRAND
BEST PRODUCT BRAND AMONG MILLENIALS
BEST CUSTOMER CENTRICITY BRAND
A new category has been added to the last year's nominations - "The Best Customer Centricity Brand". It implies the choice of the audience, which was influenced by the relationship of the brand with consumers: understanding the needs, willingness to hear and quickly solve emerging problems, a personal approach.
Oleg Volkosh, President of Mediaplus Group:
“The best brands are those who, during the lockdown period, supported consumers, developed communications and changed marketing strategy in accordance with the rapidly changing needs of their audiences. This is the true customer-centered approach that Best Brands winners have demonstrated over the past year. Exploring successful practices in the context of accelerated digitalization, we could not fail to note the use of artificial intelligence tools by the leaders of the rating for analyzing and unifying insights, monitoring feedback and making the best marketing decisions. This is the most positive change in recent history, a true AI Revolution!»
Alexey Dorofeev, CEO GfK Russia:
«Everyone around is talking about a difficult time that we are going through in connection with the crisis caused by the coronavirus pandemic. And at this moment, the chain «know-can-want-buy» ceases to be sufficient. An important factor in your choice is how the brand helps you to deal with this situation. So we decided to expand the list of nominations with a customer centricity, in order to especially highlight the brands that succeed in this».
Target audience of the award: top managers, heads of companies, vice presidents, managing directors and brand managers responsible for marketing decisions.
Pre-registration is provided for all guests.
Anna Lange, CEO Serviceplan Group Rus:
«New times demand from us a new level of sincerity and impartiality. This is the kind of request that brands have dealt with in 2020, and this is the basis of our award. We are proud of the independence of Best Brands, which is determined by two factors: the commercial success of the brand in the market and its emotional appeal in the eyes of consumers. In both cases, it is an objective assessment based on clear data.
The winners of this year - not only outstanding brands, it is a strong cohesive team able to demonstrate flexibility and empathy with his audience.
In 2020, we witnessed how brands were able to take on the role of guiding stars, adapt to the changing needs of the audience, be there and help. This year's Best Brands winners are not just the strongest in their nomination, they are real heroes of a difficult 2020».
The first Best Brands award in 2021 was held in Munich, where the best brands in Germany were awarded, which survived and performed well in the face of the pandemic. Experts have found a trend according to which winning brands convince consumers in the "New Normal”.
Best Brands - the only independent international marketing award based on representative surveys - without a jury, where the winners are determined by consumers. The debut Best Brands award in Russia took place in April 2019 at the main premiere venue, the Oktyabr cinema on Novy Arbat. In 2020, the awards ceremony and the Best Brands Academy took place online.
The Best Brands award was established in Germany in 2004 as an annual project of the international research company GfK and the communication group Serviceplan (a group of diversified agencies providing a full range of marketing services: Louder, Serviceplan Russia, Plan.Net Russia and Mediaplus Group). For 18 years, the Best Brands international award has taken one of the key positions among the events in the marketing industry. Today the award is presented to the strongest brands in Germany, Russia, France, Italy, Spain, UK, Belgium and China.
Best Brands' mission is to promote the concept of innovative brand management, effective marketing practices and new approaches to communications. The research is based on two criteria: the actual economic success of the brand in the marketplace and the emotional perception of the brand by consumers. More details on the website https://bestbrands-russia.com
The third annual Best Brands ceremony will take place on April 20, 2021 in the Digital Business Space at the address: Moscow, st. Pokrovka, 47.
The Best Brands award ceremony is organized by the Russian representative office of the agency that founded the award and the author of the Best Brands concept - the communication group Serviceplan Group Russia, which includes the creative agency Serviceplan, the media group Mediaplus Group, the full-cycle digital agency Plan.Net, and the integrated communications agency Louder.
The general partner of the award in Russia is Gazprom-Media.
GfK is a global partner and research company responsible for representative research in the Russian market.
The financial and economic magazine Forbes Russia is a business partner of the award.
The information and analytical portal Sostav.ru publishes a series of special materials dedicated to the award as a media partner.
The Rusbrand Association is the largest Russian association of consumer goods manufacturers, a partner of the award.
Media partner - LBL, full cycle advertising agency, coordinator of the Circle of Light festival since 2013. Provides information support for the award at its own media facade - the cinema "October".