Chris Moerdyk

Marketing & Media Analyst

C.J. Moerdyk

Qualification as a superbrand today goes way beyond the warm and fuzzy feeling a consumer might have towards a product, corporation, service, public entity or personality.

Trust, integrity and honesty are not enough anymore, individually or collectively, to achieve superbrand status.

A deep sense of loyalty that transcends above-average reasons for brand-switching needs to have been created.

And, particularly in South Africa, governance is now a major contributor to superbrand status with, in a commercial sense for example, elements such as corporate social investment and citizenship playing increasingly important roles in separating great brands from the also rans.

Superbrands are not created overnight but have to work hard to achieve their elevated status through consistently delivering good value, quality and most of all a sense of pride of ownership.

An obsession with customer service by brand custodians is last but not least a non-negotiable prerequisite for superbrand status.