Michael Friedrich

General Manager

McDonald’s Czech Republic

Superbrands arise from the ability to satisfy the needs of the public more than any other brand or products existing before them. With the passage of time many Superbrands have become synonyms of their industry; however, their significance exceeds the limits of the area where they arose. They are more than just brands.

Today’s Superbrands are unique personalities. They are celebrities. Like film or sports stars, they have their own specific characteristics. They represent firm values, which endow them with the strength for survival in a tempestuous competitive environment. They learn and develop and become “superidols” with all privileges and consequences. They determine and affect trends and are under the permanent scrutiny of the media and of the public. They create or break standards and traditions. Their role in, eg., corporate ethics or social responsibility is irreplaceable. Superbrands evoke “super expectations”. The public expects an extraordinary experience in conjunction with a Superbrand, and wants that its expectations are met. An error means a double blunder. This makes the position of a Superbrand more complicated.

Superbrands mean, above all, a super commitment. They undertake not only to provide the expected value to the customer, but also to become good and responsible citizens of the society. This is no longer an exchange of money for product, but a much more sophisticated commitment. Superbrands are here to serve.