Bruno Le Ciclé

Managing Director

Nestlé Portugal

It is a Superbrand if, irrespective of my purchasing power, this is the one, I really want to offer it to somebody I love. Because those brands say something about myself and about the people I want to give them to.

The consumer is the only one that will decide if the producer has created a superbrand. It never works the other way around. This magic moment arises if you, as a manufacturer, have been able to create this emotional bond between the product and the one that consumer who strives for it. Those Superbrands allow you to command price premium over any competitor and they create this sustainable extra value, which generate revenue for your shareholders. The superbrand engenders consumer trust and loyalty to buy it over and over.

The Superbrands are the one I feel proud as a consumer to be associated with. They are always top of my mind when I refer to a product category. They have the power to make me walking away from a store if I don‘t find them.

They have a life by themselves and if properly taken care of, they stay contemporary through the different generations. Those brands belong to corporations any young graduates want to work for because they are proud to be associated with them. Those Superbrands attract talent to work for them.of truth."