Overview

What is Superbrands?

Superbrands recognises, rewards, and reinforces leading brands from all over the world and provides a comprehensive package of brand building and strengthening services, including extensive marketing and PR exposure, consumer awareness programmes and a two page 1500 word presentation in the illustrious Superbrands large format coffee table style publication. Superbrands was established in London where it published the first Superbrands book more than a decade ago. Since then Superbrands has expanded its operations to over 40 countries, gained wide- ranging recognition as the world's largest and leading independent arbiter of branding and worked with over 3000 of the world's leading brands. Only brands approved by the Independent Superbrands Council are eligible for inclusion in any Superbrands project.

How does it work?

Superbrands recognises, rewards and reinforces the leading brands in each country of operation. This is done by a selection process which indicates to Superbrands which brands are qualified for inclusion in each project. First, Superbrands compiles a database of the most visible and noteworthy brands in each market. Then the voluntary "Superbrands Council" is assembled; made up of luminaries from the branding, advertising, PR and marketing industries plus some notable senior figures from local and international blue chips. The council members then grade each brand bearing in mind criteria guidelines supplied by Superbrands and their own extensive personal local knowledge. The grading forms are kept strictly confidential so that the council members can be totally honest in their evaluations and council members are not allowed to vote for any brand with which they have any formal or informal association. The criteria guidelines are: Market dominance, longevity, goodwill, customer loyalty and overall market acceptance. Only the top 20 percent of these brands are then invited to join the project and enjoy “Superbrands Status”. Brands which achieve Superbrands status enjoy many and varied benefits. First is a great deal of media exposure around the whole project. Superbrands works with all sectors of the local media to promote both the project itself and the participating brands. Television, print, radio and Internet are all utilised to inform the local market of how Superbrands operates, and which brands in their market have achieved Superbrands status. In addition, brands with Superbrands status are entitled to use the “Superbrands” logo on their packaging and in their advertising to show customers that they have achieved this recognition for their branding excellence (in the same way many companies expose ISO accreditation). Many of the world’s leading brands have chosen to advertise the fact that they have received Superbrands status, taking large advertisements in major local publications to do so. In addition to the considerable media attention the globally recognised Superbrands status generates, Superbrands publishes the Superbrands book for each country and each brand receives a two page presentation as part of the package. The book is a very high quality large format coffee table style publication and each brand receives 50 copies for their own use (brands may also decide to take a custom cover and extra copies of the book so that it can be used for internal promotion or as a corporate giveaway etc.). Additional copies of the book are also distributed by Superbrands, both internationally and locally, to individuals and organisations who have an interest in branding and wish to get an insight into how these brands achieved their status in each particular market. Copies are provided on a complimentary basis for journalists, researchers, schools, lounges, libraries etc. The culmination of the project is a tribute event which has been described in the press in many countries as “the Oscars for branding”. Again, this event attracts a great deal of media attention and representatives of the brand are each presented with their Superbrands tributes in the presence of senior figures from the industry and their peers.

Is our brand a Superbrand?

Only the independent Superbrands Council can answer that question. They use their local knowledge and the criteria below to weigh up the overall strength of your brand in the market. Ask yourself if your brand meets the criteria below - then send us an e mail to indicate that you would like to be considered for Superbrands status.

Market Dominance

How high is your brand’s market share compared to the competition? Does your brand stand out in the minds of consumers? Does it have its own “magic”?

Longevity

Truly great brands will stand the test of time. Does your brand have esteem and familiarity? Would it be resilient in times of trouble?

Goodwill

Does the consumer trust in the quality of your brand? Does your brand live up to its promise?

Customer Loyalty

Will the consumer pay a premium for your brand? Is your brand strong enough to make the consumer go in search of it should his/her first choice of outlet not have it in stock?

Overall Market Acceptance

How is your brand distinguished from anything else in the market? Is it ubiquitous and readily accessible? Does it have vitality and stature? Would the consumer recommend your brand to a friend?