Insights / The Australian Business Award for brand management


The Australian Business Award for brand management

uberbrand has been recognised as an ABA100 Winner for brand management in The Australian Business Awards

Now in their twelfth year, The Australian Business Awards are an annual all-encompassing awards program which recognises organisations that demonstrate the core values of business innovation, product innovation, technological achievement and employee engagement via a set of comprehensive award categories. The program seeks to engage with the world’s business, innovation and technology leaders through a global recognition and knowledge building initiative that is underpinned by the program’s established framework.

Dan Ratner, managing director, uberbrand, said, “The award affirms uberbrand’s commitment to continuous improvement and innovative business processes. uberbrand is proud to win this prestigious brand management award for our work with global natural healthcare company SFI.”

SFI engaged uberbrand to create a unique global brand and a cohesive message for its product brands and parent brand.

By taking a strategic and overarching approach to SFI’s underlying brand challenges, rather than simply starting by designing a new logo or something similar, uberbrand was able to address the company’s key business challenges. Every subsequent brand-related activity stems from this strategy and is therefore stronger and more likely to succeed.

Find out how we built an award-winning brand

Together with SFI, uberbrand created a brand-level organisational change in line with the overarching brand’s three key attributes: quality; credibility; and reliability. Through this approach SFI can now define product suites more appropriately, eliminate product cannibalisation, while maximising reach and breadth across markets.

Dan Ratner said, “At uberbrand, we put the brand at the heart of everything we do. Our aim is to deliver meaningful and valued strategies that help organisations connect their purpose to who they are and what they do, every day.

“This award reflects the hard work and dedication of the entire uberbrand team and the importance of our work with clients to deliver the optimum mix of strategy and creative development.”

The Australian Business Awards program provides notable opportunities for high-performing organisations which implement world-class business initiatives. As well as develop innovative products and services to be acknowledged and honoured for their achievements both nationally and internationally.

The World Business Awards Framework (WBA Framework) is utilised as a structured model of assessment that enables the participating organisations to be benchmarked against world class performance standards.

Organisational participation includes private companies, publicly listed companies, multi-national subsidiaries, non-government organisations, educational institutions, franchise systems, partnerships, government departments, government agencies, local government and statutory bodies operating in Australia.

“Today, companies are facing a competitive and continuously changing business landscape. In this context, the performance of companies depends more than ever on their flexibility, adaptability and responsiveness. New technological possibilities have the potential to transform the way companies operate within their respective industries with long-term gains in efficiency, productivity and customer loyalty,” Australian Business Awards Program Director, Ms Tara Johnston, said.

“Each year the ABA100 Winners are recognised for their commitment to business and product innovation and for their achievements in transforming business practices and end user experiences.

“The Australian Business Awards are proud to acknowledge the role of these leading corporate, government and non-government organisations for implementing innovative, well-managed high-performing business initiatives and for the research and development of their innovative products and services,” Ms Johnston added.

For more information about the award, visit The Australian Business Awards 2017


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