Fonterra’s flagship brand Anchor was recognised as one of ‘Asia’s Best Brands’ of 2011 at the 2nd CMO Asia Awards, held recently in Singapore.
The CMO Asia Awards recognises 25 countries and brands across Australasia and the Middle East under different categories. Fonterra’s Anchor brand was adjudged one of ‘Asia’s Best Brands’ in the Food and Beverage category.
‘Asia’s Best Brands’ are chosen based on three criteria: mind share which indicates the brand’s strength in the minds of the consumers, market share which shows a brand’s strength in a certain market in terms of actual consumer buying behaviour and commitment share which indicates a brand’s strength in encouraging consumers to buy the brand in the future.
The awards are judged by an independent, hi-calibre jury of professionals from across the region in various areas of specialisation; some members included Dave Porter, Global Chairman of World Brand Congress; Prof. Tom Hilton, Global Chairman, Asia Pacific HRM Congress and Albert Kwan, Founder Asian Leadership Awards.
Speaking of the award, Fonterra Brands Lanka Managing Director Achyut Kasireddy said: “The CMO Asia’s Best Brand award reinforces Anchor’s commitment to deliver to our consumers the best in nutrition, quality and innovation.
This further demonstrates the gold standard quality of Anchor, which has been a trusted brand for over 30 years. Having received the ‘People’s FMCG Brand of the Year’ award earlier this year in Sri Lanka, this regional recognition reaffirms our promise to provide high quality, great-tasting and healthy milk products, trusted by mothers across the region.”