The GBWA is a fully democratic award system. Anybody can propose a product or a service for an award:
A company’s brand manager, an agency account, a journalist, or a private person who has already used the product or the service.
If a company itself is nominating a product or service, it has to pay a small fee to help maintain the award’s management. In this case, as a winner, it will be allowed to use the Award’s brand identity visuals like a label on their products, packages, and advertising communications. This will be included in the nomination fee.
If a private person is nominating a product, neither they nor the brands pay for this. However, if any of these brands will win, they won’t be able to use the award’s brand identity visuals unless they pay a significantly higher fee.