Trademark Contest

Brand of the Year

contest

The Primorsky Chamber of Commerce and Industry announces the start of the 5-th Annual Regional Internet-Contest "The Brand of the Year" in the field of efficient marketing, advertising, promotion of goods and services into the market of Primorsky region.

Applications for participation shall be submitted by May 27, 2007.

Awards Ceremony shall take place on May 31, 2007.

History

The Regional Internet-Contest "The Brand of the Year" in the field of efficient marketing, advertising, promotion of goods and services into the market of Primorsky region was approved on January 1, 2001 by the Primorsky Chamber of Commerce and Industry (PCCI) together with the Far-Eastern Regional center "The Russian Business Culture" (PCCI) under support of Primorsky Regional Administration.

In 1998 PCCI under support of RF Ministry of Foreign Affairs initiated and organized an educational project "Your Image in Business and Politics" under the National program "The Russian Business Culture". The project integrated a series of educational seminars. It was a real step to advance business and political culture. Developing the idea the seminar "Importance of Trademarks and Brands in Business" was held in April 2000. In the end of 2002 some preliminary arrangements for the Contest "The Brand of the Year" were made. The initiative got serious positive response of the companies running the market, found support of the Regional Administration, leading business circles and the mass media. That resulted in working out of the idea and the concept of the project, provisions of the Contest and evaluation criteria per nominations, formation of the panel of jury, attraction of sponsors, making up of web-site, trademark, unified graphic and web design.

In 2001 the Russian Association of Trademarks approved the project. In 2002 the Russian Chamber of Commerce and Industry, the Russian Marketing Association supported it. It was the first time when on-line strategy was used at the Contest. The project provided for extensive marketing research. In 2002 under the contest PCCI announced a special award for the best marketing solution "Marketing Manger".

In 2003 "The Brand of the Year" project participated in the World Contest of Chambers in the "Marketing, Communication, Internet" category. There were 65 applications from 29 countries worldwide submitted to the contest.

regulations

Regulations for the Annual Regional Internet Contest "The Brand of the Year" in efficient marketing, advertisement and promotion of goods and services into the market of the Primorsky region. The Annual Regional Internet Contest "The Brand of the Year" in efficient marketing, advertisement and promotion of goods and services into the market of the Primorsky region (further referred to as the Contest) was established on January 1, 2001. The project is realized under the National Program "The Russian Business Culture".

Mission of the Contest.

The mission of the Contest is to foster formation and development of the market economy by means of presentation and promotion of the most popular marketing and advertisement strategies with creation and advancement of the trade marks, to make healthy competitive environment, giving an impulse to improvement of commodity and service quality in favor of the consumers.

The Targets of the Contest.

Efficient integration of the Russian market into the world economic society.
Integration of the efforts of the governmental, industrial, commercial, public organizations, the mass media for making favorable environment for business activity, formation of the healthy competition to advantage the improvement of service and goods quality in the market for the sake of the consumers.
Finding out and promotion of the most successful marketing strategies in creation and development of the brands, optimization of enterprise in all kinds of business.
Informational support of the business in efficient technologies of marketing, advertising, protection and legal safeguard of the brand.
Fostering communication and exchange of practical experience between the entrepreneurs and specialists in marketing and advertising. Involvement of professional resources into the development and promotion of the quality brands.
Publicity of the corporate image role, business culture principles and ethics as a resource for economy development under the National program "The Russian Business Culture".

The Contest Organizers.

The Primorsky Chamber of Commerce and Industry and the Far-Eastern Regional Center "The Russian Business Culture" (PCCI) under the aegis of the Primorsky Regional Administration organize the Contest.

The Law of the Contest.

The Contest panel of jury (hereinafter referred to as the Jury) makes all arrangements related to organization, performance, and evaluation session. The Jury's activity is governed by the present Regulations.

The Contest is held on-line on the relevant web-site.

Participants of the Contest.

The owners of a brand or their authorized representatives in the Primorsky region in accordance to the categories stipulated in Clause 4.5, may apply for participation in the Contest. Enterprises and organizations of various patterns of ownership, including brand-holding individual entrepreneurs, are admitted to participate in the Contest.

While registration each brand owned by one and the same company shall be considered independently. Registration fee shall be charged from every single brand, but not from the owner of its authorized representative. Registration fee is fixed and does not depend on the number of nominations applied for the Contest.

The applications from the registered brands with protection document, i.e. Trademark Certificate, shall have a privileged status. Such brands gain additional score at evaluation summery session.
Applying to the Contest

The Organizational Committee based in the Marketing Department of PCCI accepts applications. Having paid the registration fee a participant fills in the blanks the Registration Form (participant's card) on the web-site. The participant has opportunity to make amendments to the card through the Contest site within 3 weeks since filling in the blanks the Application Form, but at least 7 days prior to the evaluation summery session. The Organizational Committee regulates the amount of the registration fee.

During registration the applicant at his option chooses a nomination (some nominations) and a category to evaluate his project. The Grand-prix applicants shall challenge the project under the nominations: "The Vigor of the Brand" and "The Best Professional Solution of the Brand".

The public information is available for all web-site visitors as soon as the Registration Form has been filled in the blanks and sent by pressing the "Submit" button.

It is obligatory to attach electronic format of the brand image and a hard copy (in option). It is desirable to attach also supplementary materials such as video/audio records, samples of labels, packages, advertising printed matters and samples of advertisement in newspapers and magazines, advertisement campaign objects). These supplementary materials provided essential and spectacular information for the Jury to finally evaluate the advertisement and marketing activity. The supplementary materials are non-returnable and should be sent by courier or mail to the address of the Organizational Committee.

The Organizational Committee also receives applications directly without addressing to the Internet.
Nominations.

The Grand-prix "The Best Brand of the Year in the Market of Primorye" is adjudged resulting from the summary evaluation of the brand per nominations "the Vigor of the Brand" and "The Best Professional Solution of the Brand".
- "The Vigor of the Brand"
- "The Best Professional Solution of the Brand"
- "The New Name"
- "Vogue of the Brand - "Popular Brand of Primorye"
Evaluation of the project. Summary Session.

The Jury evaluates the Contest Projects basing on the information submitted by the Applicant. The members of the Jury examine the submitted set of Application independently and evaluate it by the ten-point scale per each of the criteria (marked by Arabic figures) under the nominations in the Participant's option at the moment of registration.

A member of the Jury may grade the nominee only once. The result of evaluation is unchangeable after filling in the blanks and sending the electronic version.

A member of the Jury has a right not to vote on the certain criteria if he considers himself incompetent to evaluate the project on a certain criterion or has insufficient information. The possible number of the criteria, which may fail to get evaluation, depends on the nomination: nomination 1 may leave over 3 boxes unfilled in the blanks; nomination 2 - at most 2 boxes, nomination 3 - at most 3 boxes, nomination 4 - at most 1 box.

Points of each member of the Jury are added together and divided into the number of boxes filled in the blanks (criteria of evaluation). The result arithmetic mean values are added up and the total result is divided into the number of members of the Jury who participated in voting. The result value is considered the final point.

Finding out the grand-prix "The Best Brand of the Year" for "The Vigor of the Brand" nomination a ratio 1,2 is used as "weight ratio". The application (-s) gained the highest summarized point per nominations "The Vigor of the Brand" and "The Best Professional Solution of the Brand" are adjudged the grand-prix "The Best Brand of the Year in the Market of Primorye". Winners per categories (per market segments, Cl. 4.5), 1-st, 2-nd, 3-rd prizes are identified in each of the nominations.

The Jury is entitled to fail to nominate prizewinner in the categories where all the projects will get the lowest summarized point.

The registered brands have privilege at totaling the points. The registered brand gets 1 point in addition per nominations evaluated by the Jury. In case a brand has been applied as a registered one, but it is not really true, the application shall not be admitted to participate in the Contest.

Enterprises, having the brand unregistered as a trademark in the Russian Federation but nominated a prizewinner of the Contest, get the right to use the "Brand of the Year" mark as soon as application for brand registration has been submitted to patent authority.

Enterprises, having the brand adjudged a prizewinner of the Contest, get the right to use "The Brand of the Year" mark for advertisement and showing it on the goods, package and supporting documents.

The following nominees are entitled to marking with "The Brand of the Year" mark:
- the grand-prix winner
- The "Vigor of the Brand" nomination winner
- "The Best Professional Solution of the Brand" nomination winner
- "The New Name" nomination winner
- the enterprises of the industrial top-rating ("The Popular Brand of Primorye")
The marking procedure is stipulated by "Regulations on Marking the Commodities with "The Brand of the Year" mark".

Interim voting results are not published in the web-site. The members of the Jury are entitled to vote the following day after stop to apply on-line. The Contest results are published on the site and in the mass media.
The Contest Categories for Awards per Nominations.
- food commodities
- nonfoods
- fast-food industry and entertainment
- culture
- telecommunications and Internet
- advertisement and consulting
- education and training
- logistics
- tourism and sports infrastructure
- trade nets and centers, department stores and supermarkets
- pharmaceutical and medical services
- finances and insurance service
- services

The Contest Performance Stages.

The Contest is held in four stages:

Information and advertisement campaign for the Contest performance. The Contest organizers and the mass-media sponsors are engaged in this stage.
The Contest performance. The organizers actively supported by the sponsors are engaged in this stage. The Jury identifies the best projects per nominations to adjudge the prizewinner status.
Organization and holding the Award Ceremony for prizewinner and diplomants.
Information of the Contest winners is forwarded to the Chamber of Commerce and Industry of the Russian Federation in Moscow, The Ministry for Economic Development and Trade, the Federal Fund for Support of the Small Business for the purpose of broadcasting the information.

A special fund for financing the events of the Contest and awarding the winners is established by means of the organizers', sponsors' and participants' fees.

The Primorskiy Chamber of Commerce and Industry provides active information and technical support, coordination of interactions and consulting.

Supplement to Regulations for the Contest

Evaluation Criteria per Nominations

The Grand-prix "The Best Brand of the Year in the Market of Primorye " is adjudged basing on the summarized evaluation of the brand under the nominations "The Vigor of the Brand" and "The Best Professional Solution of the Brand".

"The Vigor of the Brand"

Under this nomination the Jury evaluates both marketing and advertisement strategies for promotion of a brand in the market of Primorye. Success of a brand depends on the ability of the brand-owner to position its brand, to carry out the advertisement campaign, to choose its potential consumer.

Evaluation criteria are the following:

Shrewd positioning of a brand by a brand-owner (for whom, for what, why and etc.) in relation to brands of other companies and to the own brands.
Correlation of the promoted brand to the marketing target (Participant's Application should include a point "Marketing Target" ).
Extent of brand image and nature response to the needs and expectations of the target audience
Efficiency of the media-strategy in relation to the target audience
Creative approach to making audio/visual materials (advertisement campaign): originality, courage, and adequacy of the advertisement materials to brand positioning in the market.

"The Best Professional Solution of the Brand"

It is professionalism and creativity, shown on the stage of initiating a brand that is evaluated under this nomination. The Jury examines each brand by a series of individual characteristics and integrity of the elements accompanying the brand emerging in the market. "The vigor of the brand", recognition, credibility extent, advertisement campaign for brand promotion are not taken into consideration while evaluating the brand. The things that really matter are as follows:

pure brand, both by itself and as a set of components,
a series of primary characteristics peculiar to the brand when it emerged in the market or when it has been working in the market.

Evaluation Criteria:

Brand name:
- phonetic sounding: euphony of the name in original language and in transliteration into Russian language (for the brands named in a foreign language);
- analysis of sound and spelling of the brand-name for some negative associations to the target audience;
- Advisability of using foreign/Russian language as the original language.
Graphic Image (logotype)
Typical graphics in the brand name
Logotype design
Sound symbol of the brand
Integration of the above components
Primary brand positioning in relation to the target audience
Advisability for option of brand family type, i.e:
- differentiation of the brand from a company-manufacturer with establishment of an individual trademark;
- unified brand under an independent name;
- unified brand using manufacturer's name;
- name of the brands for a family of goods;
- use of a company name in composition with a brand.

"The New Name"

The most successful initiation of a brand. Existence of a brand in the market for at most two years prior to voting of the Jury.

Evaluation criteria:

Shrewd positioning of a brand by a brand-owner (for whom, for what, why and etc.) in relation to brands of other companies and to the own brands.
Adequacy of the promotion of a brand to the marketing target (Participant's Application should include a point "Marketing Target" ).
Extent of brand image and its nature response to the needs and expectations of the target audience
Efficiency of the media-strategy in relation to the target audience
Creative approach to making audio/visual materials (advertisement campaign): originality, courage, and adequacy of the advertisement materials to brand positioning in the market.

"The Vogue of the Brand - "The Popular Brand of the Primorskiy region"

It is credibility and procurability of a brand for the consumers in comparison with the other brands, represented in the market of the Primorye in a certain market segment that is evaluated under this nomination. The winner in the nomination is found in the result of marketing tests (including public opinion survey). Independent research group makes such tests. The test procedure and working group membership are published in the mass media.

The following industries are included into the rating: meat, bakery, alcohol, non-alcohol, confectionery, oil and fat production, furniture, sewing, porcelain, trading enterprises and the mass media. Evaluation Criteria:

credibility rating ("the most reliable brand") - marketing tests (is not evaluated by the Jury)
procurability of goods and services being sold under the brand in comparison with the others, represented in the market of the Primorskiy region despite the branding. Procurability is evaluated by cost (of a sale unit for products) and availability in the market.
Price-to-quality ratio of the products or services sold under the brand, in comparison with the other brands in the market of the Primorskiy region.

Jury

The leading experts of Primorsky region and the Russian Federation as well as specialists in marketing, corporate image, intellectual property, PR, advertisement and design will participate in the Contest panel of Jury.

The Contest Jury members are as follows:

	Last name, name, patronymic	Title
1	Popov Yuriy Ivanovich	Vice Governor, Chairman of the Jury
2	Brezhnev Vladimir Borisovich	Chairman of the Primorsky Chamber of Commerce & Industry, Vice Chairman of the Jury
3	Yermolina Larissa Nikolayevna	Vice Chairman of the Primorsky Chamber of Commerce & Industry, Coordinator of the Contest
4	Babko Andrey Vladimirovich	Commissioner of the Ministry of Economic Development and Trade in the Primorsky region
5	Talantsev Vladimir Ivanovich	Director of the Primorsky Regional Department of the Ministry of the Russian Federation on Antitrust Policy and Support to Business
6	Belkin Viktor Grigorievich	President of the Far-Eastern National Academy of Economics and Management
7	Kurilov Vladimir Ivanovich	President of the Far-Eastern State University
8	Chistokletova Svetlana Ivanovna	Vice Chairman of the Committee on Trade and Consumers' Rights Protection at the Primorsky Regional Administration
9	Andreev Vyacheslav Andreevich	Chairman of the Economy Development Committee of the Primorsky Regional Administration
10	Svetlov Vladimir Borisovich	Chairman of the Committee on Foods and Process Industries of the the Primorsky Regional Administration
11	Bakshin Valeriy Viktorovich	Chairman of the Federal State Unitary Enterprise the Pacific Public TV & Radio Company "Vladivostok"
12	Barkova Yelena Stepanovna	Director of the Publishing Company "Zolotoy Rog" PLC
13	Bulakh Sergey Pavlovich	General Director, Editor-in-Chief of the Close JSC "Far-Eastern Informational and Publishing Comapany" "Vladivostok-News"
14	Rybalko Oksana Viktorovna	President of Association of the Mass Media Companies "The Primorskaya Media Group -7"
15	Ratnikova Galina Konstantinovna	Director of Culture of Moscow Region, Vice president of the National Fund "The Russian Business Culture, Chairman of the Committee on Business Ethics of the RF Chamber of Commerce & Industry
16	Karpova Natalia Nikolayevna	Director of Foreign Economic Department of the International Business High School of the Economic Academy under the Government of the Russian Federation, Doctor of Economics, Professor, President of the Russian Branch of the License Society, Expert of the UN European Committee on the Intellectual Capital, Member of the Scientific and Methodological Council on Intellectual Property of the RF Chamber of Commerce & Industry, Member of the Editorial Council of "Intellectual property" magazine, Moscow city.
17	Korol Nadezhda Petrovna	Director of the Primorsky Center of Intellectual Property at the Primorsky Chamber of Commerce and Industry
18	Kuznetsov Mikhail Vladimirovich	President of "Summit Motors Vladivostok"
Marketing Specialists
19	Yaskevich Yelena Viktorovna	Assistant Professor, Ph.D. in Economics, Director of Marketing Department, Institute of Management and Business of the Far-Eastern State University
20	Medvedeva Yevgenia Stepanovna	Ph.D. in Economics, Professor of Marketing Department of the Far-Eastern State University
21	Yudin Dmitriy Vitalievich	Expert in Marketing
Specialists in PR
22	Kondratyeva Yelena Petrovna	Director of the Design and Consulting Group "Delko-Nova", PR-Consultant
23	Fefer Olga Leonidovna	Image-maker, Consultant in Foreign and Corporate Relations
Advertisement Specialist
24	Mitkin Ilya Yevgenievich	Project manager, Consulting Group "Delta-Region"
25	Kovalev Denis Aleksandrovich	Art Director of the Advertisement Group "Irokez"
26	Kiyanova Yelena Georgievna	Specialist in Public Relations and Government Authorities "PHILIP MORRIS SALES and MARKETING" LLC
Web-Designers
27	Ustupkin Yevgeniy Valerievich	Producer of "Try Tochki" Studio
28	Nikolayev Yegor Aleksandrovich	Director of "FARPOST" LLC

requirements to competitors

The Primorsky Chamber of Commerce & Industry would carry out the fourth annual regional Internet Competition named "Brand of the Year" in the field of effective marketing, advertising, and promotion of goods and services to the market of Primorski Krai.

Requirements to competitors and projects:

All brand owners or brand representatives in Primorski Krai are invited to participate in the Competition in accordance with categories defined.
All Applications to the Competition should be submitted by participants until May 27, 2007.
Registration fee is 15000 rubles.
On payment of the registration fee the participant should fill in the Participant's Card at the web-site devoted to the Competition.
The Participant's Card has the following fields:

Name of the Company
Contact Information: ZIP, city, address, phone, fax, e-mail, web-site
Contact Person: first name, patronymic, last name
Phone of the Contact Person
E-mail of the Contact Person
Director of the Company: first name, patronymic, last name
Brands represented

Brand Information:
Brand Name
Brand Transcription
Category
Subcategory
Quantity of Nominations
Goods and services sold under this brand
Date when the brand was created (month, year)

Picture of the brand (artwork)

Marketing Information:
Marketing target to create the brand
Audience targeted
Marketing analysis
Positioning
Media strategy
Ways of the brand promotion at the market (brief description of events carried out)
Graphics of advertising materials
Results
A Participant can make additions to the Participant's Card for 3 weeks since its filling-in but not later than 7 days before sizing up.
A Participant can on his own choose nomination(s) and category where his project would be estimated.
Please note that winners would be chosen as per total quantity of points in each nomination. That's why we should recommend to participants be registered in each of the three nominations:
- "Brand Strength"
- "Best Professional Decision of the Brand"
- "New Name"

For more information, please, apply to Competition Administrative Committee acting under Marketing Management, Primorsk Chamber of Commerce & Industry.

Marketing Management, Bldg 13-A, Okeansky Ave., Vladivostok 690600

Tel./fax: (4232) 43-38-41, 22-20-23, E-mail: brand@vladivostok.ru

organizers and sponsors

The Primorsky Chamber of Commerce and Industry announces the start of the 4-th Annual Regional Internet-Contest "The Brand of the Year" in the field of efficient marketing, advertising, promotion of goods and services into the market of Primorsky region. Applications for participation shall be submitted by May 27, 2007. Awards Ceremony shall take place on May 31, 2007.

The target of the Contest is to foster formation and development of the market economy by means of presentation and promotion of the most popular marketing and advertisement strategies with creation and advancement of the trade marks, to make healthy competitive environment, giving an impulse to improvement of commodity and service quality in favor of the consumers.

"The Brand of the Year" Internet Contest is held by the Primorsky Chamber of Commerce and Industry and the Far-Eastern Regional Center "The Russian Business Culture" (the Primorsky Chamber of Commerce and Industry) under the aegis of the RF Chamber of Commerce and Industry, the Fund for Support of the Orthodox Culture and Native Customs, the Russian Marketing Association, the Russian Association of Trade Marks.

Rating mass media of Primorsky region, one of the leading higher educational institution and major business enterprises sponsor the Contest.

organizers

The organizers of Annual Regional Internet-Contest "The Brand of the Year" in the field of efficient marketing, advertising, promotion of goods and services into the market of Primorsky region are as follows:

The Primorsky Chamber of Commerce and Industry

The Contest is supported by the following organizations:

The Chamber of Commerce and Industry of the Russian Federation
National program "Russian Business Culture"
Administration of the Primorsky Region
The Russian Marketing Association
American Marketing Association

The Primorsky Chamber of Commerce and Industry / Marketing Department

Marketing Department of the Primorsky Chamber of Commerce and Industry is a coordination center of the Annual Regional Internet Contest "The Brand of the Year" in the field of efficient marketing, advertising, promotion of the goods and services into the market of the Primorsky region. Marketing Department is responsible for the following activities:

promotion of the domestic commodities and services into the Russian and overseas markets,
support for the Russian manufactures and exporters,
support and advantage of enterprise in all fields of business.

Major activities of the Marketing Department:

marketing and advertising:
- development of the long-term and short-term strategy for demand making and sale promotion of the services rendered by the Primorsky Chamber of Commerce and Industry, including enhancement of the targeted corporate advertisement;
- servicing in PR and advertisement;
- service of presentations, press-conferences, contests and other public events.
arrangement of exhibitions and fairs:

At present Marketing Department of the Primorsky Chamber of Commerce and Industry provides the complete exhibition cycle:
- private exhibitions in Vladivostok,
- trading and economic missions at the outbound exhibitions in different regions of the Russian Federation,
- business delegations for overseas exhibitions,
- organizational, technical and image support of the Russian and foreign exhibitions.
Nowadays exhibition is a whole complex of professional events related to the subject matter of the industry exhibited. Generally business programs include seminars, conferences, round tables, presentations, contests.
public relations:

Marketing Department of the Primorskiy Chamber of Commerce and Industry by means of various activities develops public relations in the business environment and maintains working contacts with the mass media.
business-education: this trend in activity is being designed at present.

The Primorsky Chamber of Commerce and Industry
Marketing Department
690600, Vladivostok, Okeanskiy prospekt, 13 A,
Tel./fax: (4232) 40-80-49, 43-38-41, 22-20-23
E-mail: brand@vladivostok.ru

competitors

food commodities [0]
nonfoods [0]
fast-food industry and entertainment [0]
education and training [0]
telecommunications and Internet [0]
advertisement and consulting [0]
logistics [0]
culture [0]
tourism and sports infrastructure [0]
pharmaceutical and medical services [0]
finances and insurance service [0]
trade nets and centers, department stores and supermarkets [0]
services [0]

IB-Group