Are brands becoming a victim of Gimmicky Award Shows?
A Nepali brand has managed to ace high-performers throughout the Asian region to successfully secure the “Banking Brand Manager of the Year” award. It is not a description of an alternate reality. That’s right. Sunrise Bank’s brand manager has bagged the supposedly prestigious title at Asian Professional Achievement Awards 2022 held at Hotel Astoria, Dubai. Being a media house that dwells on the brand & marketing aspect of business, we have stumbled upon the question – On what grounds did Sunrise Bank achieve such a feat outperforming every other Asian bank?
Nepal & Brand Management Practices
Pragmatically, brand management is a fairly new concept in Nepal. Brands are slowly yet steadily developing their brand management practices by drawing inspiration from foreign brands. Yet, Sunrise Bank boasting its felicitation on social media handles has us dumbfounded. Our curiosity has been piqued to an extent that we are compelled to question why Sunrise bank is not the top-performing bank in the Nepalese industry.
It might seem very far-fetched to believe that Nepalese banks have made remarkable progress in the brand management periphery. But Sunrise Bank’s employee winning Banking Brand Manager of the Year throughout Asia says otherwise. While NIC Asia pioneered the brand & marketing segment in the Nepalese banking industry, its brand managers have failed to receive such an accolade. Several other banks that have continuously outperformed Sunrise bank in the branding periphery have also been unable to leverage their activities to showcase their brand on international platforms. Moreover, to hold that an average Nepali bank outperformed the giants from countries like India, Japan and China is utterly astounding.
Needless to say, BrandGuff would like to extend its heartiest congratulations to Sunrise Bank and its employee for winning the prestigious title at Asian Professional Achievement Awards. For some, the conferment of the Banking Brand Manager of the Year title might seem to be a publicity stunt since Sunrise Bank has audaciously flaunted its employee winning an obscure award. However, the bank has not hesitated to pose its recent accomplishment on social media platforms and online news portals, marking a big win for Nepal!