Pat on Brands has recruited 10 award-winning leaders in the marketing and communications industry, academia, and entrepreneurship to evaluate and shortlist of 482 nominations.
The judges are seasoned professionals and have distinguished careers in marketing and entrepreneurship. When it comes to building and growing brands, the judges are very knowledgeable and have a wealth of experience. To evaluate the entries, they will be using a set scoring criterion across 16 categories. The scoring criteria are guided by Young & Rubicam and David Aaker’s principles, brand equity principles that focus on the general appearance of the brand, originality, creativity, geographic reach, and the consistency in the application of the brand CI.
“As a platform, Pat on Brands has always been known for bringing out captains of industry to engage with young people and YOBA is no different. We are very pleased and enthusiastic about having judges of such high caliber to help us recognize the Top 16 youth-owned brands in South Africa.”, says Pat Mahlangu – Founder & CEO of Pat on Brands.