Managing Director

JWA Prague s.r.o.

It seems to me that everything is a brand in some shape or form, whether it is a product, a company, even a person – I hear that ‘David Beckham’ was voted as a ‘Coolbrand’ in the UK! But a ‘Superbrand’ is something a bit different .….

Someone sent me a joke once that talked about a day in the life of a normal person, where, instead of saying ‘grabbed his phone’ it said he ‘grabbed his Nokia’, he wrote down his messages with a ‘Biro’, whilst sipping his ‘Nescafe’ and then popped out for a McDonalds at lunchtime and so it went on..….. This seems to me to define the difference between a regular brand and a Superbrand. A Superbrand is a brand that is so well-established, and so far ahead of all other brands in its field, that the brand name is more than just a name, but has the ability to turn into a description of the thing itself.