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Three-tier evaluation process paves way for Pitch Top 50 Brands 2015

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Three-tier evaluation process paves way for Pitch Top 50 Brands 2015

As we get closer to announcing Pitch Top 50 Brands for 2015, there is immense buzz amongst the industry’s who’s who to see which brands made the cut. The procedure to shortlist this year’s top 50 brands was a rigorous one. To give due credit to the best in the business, Pitch has undertaken a three-tier process of evaluation. exchange4media, with the initiative, aims to acknowledge the impactful, efficient and commendable marketing practices being upheld by brands in various categories.

The brand survey, undertaken by Pitch, combined various stakeholders and opinions – customer feedback, financial performance, agencies feedback and jury opinion. For fair evaluation of brands, exchange4media partnered with a research agency that pulled out key insights from customer surveys that spanned 25 cities in India with respondents across different SEC classifications.

The 10 categories include Social Contributors, Impactful Debuts, Evergreens, Globetrotters, Resurgents, Bottom of the Pyramid, Master Connectors, Digital Strategists, Disruptors and Affluent. While most of the categories remain same as the last edition, Technocats has been renamed as Digital Strategists and Innovators has been renamed to Disruptors. Keeping in mind the popularity of luxury brands, Pitch Top 50 Brands has introduced a new category, Affluent. Since, every brand from its inception becomes a newsmaker for some or the other reason, the Pitch team thought it is unnecessary to have a special category for it, hence it got rid of the Newsmakers category all together this year.

The entire research took place at a timeline of ten weeks which started this year in the first week of May. In the fifth week of the ten weeks, the first stage of the process started in which the internal short listing of the first 30 brands in all ten categories took place. The short listing in this stage was done primarily on the basis of brand awareness and brand image and this was also done as per the individual category metrics.

The next stage, first round screening, was done in the ninth week where top 100 out of the shortlisted 300 brands were picked. It was done by the in-house team in consultation with the Pitch Editorial Team. In this stage a combination of the research approaches was judged on the basis of Brand Performance, Customer – Brand connection, Future Proofing and Agency – Brand connection.

The top 100 brands, after passing the tests of the team, were then presented to the panel of jury members for the final judgement to make it into the coveted list of Pitch Top 50 Brands. The panel which comprised of experts like Sunil Alagh, Founder and Chairman, SKA Advisors, Vikram Sakhuja, Amitesh Rao of MTS India, Apurva Chamaria of HCL Technologies, Jyotsna Makkar of Microsoft India, Lloyd Mathias of Hewlett-Packard India and Nandini Dias of Lodestar UM, judged the entries on the basis of idea and innovation, consumer connect, communication impact, and execution and results.

The final report will be unveiled at the Awards Gala on August 13 in Gurgaon.

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