Rozee.pk, Pakistan’s leading online job portal, has been awarded the prestigious ‘Brands Icon of 2011’ by the Brands Foundation at an exclusive awards ceremony held at the Governor House in Karachi. In addition, Rozee.pk also received the ‘Brand of the Year’ award in the jobs sector for the second year running. Brands Foundation is a public company established as a non-profit organisation comprised of high profile bureaucrats, learned professionals, reputable journalists, businessmen and philanthropists passionate about building Pakistan’s own brand identity.
Brands Foundation is dedicated to the promotion of brand excellence and improvement of branding standards in Pakistan. Each year, the Brands Foundation holds its annual Brands of the Year awards; the awards have been taking place since 2007, and select the country’s leading brands from a wide range of categories. The selection process for this year’s awards was extremely rigorous, with hundreds of brands requesting nomination, even though the process was closed. The finalists were selected following extensive internal analysis, on the basis of input from professional, educated consumers, as well as a detailed quantitative consumer survey analysing consumer mindset, brand perception and preference. Over 15,000 qualified respondents were surveyed to ascertain their views relating to brand quality, affordability, familiarity and availability.
The finalists were graded on various qualities, including market standing, popularity, recognition, corporate structure, and consumer preference. Over 1,100 of the country’s most prominent brands were selected by a panel consisting of leading national and international brand experts. Of these, 180 brands were awarded ‘Brand of the Year’ status, across 176 various categories.
