Philippe Riboton

Publisher

The Prague Tribune

Do you remember some of those candies you used to dream about when you were a kid before you entered the grocery store? Do your own children still dream about the same brand, asking for it when you’re driving on the highway, and you try to keep them quiet by telling them you will buy one on your next stop? Items like those must certainly qualify for the Superbrands label. One distinguishing characteristic of Superbrands is that they survive time and fashion. They keep you hooked up to Apple Macintosh when everybody else runs on PC. They keep you thinking Harley Davidson when you think motorcycle, even though you have never ridden one. The fact is, you never actually thought of riding a motorbike - but if you ever do, the one you’ll choose will be a Harley. They keep you buying the same little green bottle of Perrier, even after hundreds of other brands of sparkling water have been invented. Of course you know it’s only water, and you would hardly be able to pick it out in a blind taste test. But you don’t care; you want your little green bottle and that’s it. In a word, Superbrands are part of your memory, of your personality, of your emotions. Unlike some brand you just happened to hear about in the last commercial you saw, Superbrands are part of your own history - they remind you of things you’ve done, places where you lived, people you’ve loved. Superbrands speak to you like no one else.