Overview

Welcome to the first edition of “Superbrands - Czech Republic”. The Superbrand Organisation is the globally recognised authority on branding. Superbrand programmes have been launched in over 40 countries. Superbrands  celebrates how the most famous brands play a role in the lives of consumers, employees or brand owners.

Presented here are some fascinating stories of brands awarded the Superbrands accolade by the Brand Council, exploring their history, their values and why they are so special.

They include many centuries-old Czech names, flourishing once again after decades of hibernation; world famous names which have now secured their place in Czech life, following decades of exclusion; and new brands which have only recently become part of the fabric of our society. The youngest of these brands was born only three years ago. The oldest, seven hundred. Rare is the country with such a tapestry.

In a world of uncertainties, we all take comfort in the familiar, the reliable, the enduring. Whether we think of it or not, brands help provide that comfort. They do so whether we buy a product or a service, a necessity or a luxury. And for this comfort, we are prepared to pay more. Which is quite simply why a brand and, above all, a Superbrand adds critical value to a business. So much so that experts constantly strive to capture the elements that make a brand a success. And to maintain that success.

Each member of the Brand Council is immersed in branding issues in their professional lives. Each has an individual way of describing what makes a Superbrand. During the selection process, each bore in mind this particular definition: “A Superbrand has established the finest reputation in its field. It offers customers significant emotional and/or tangible advantages over its competitors which (consciously or sub-consciously) customers want, recognise, and are confident about investing in.”

The Superbrands featured here were selected from a list of over 1,200 well-known brand names. Independently. Council Members cannot score any brands they are personally involved with or compete against.

I am proud to be associated with this important programme. There are many people to thank for their skill and dedication in bringing it to fruition. Perhaps too many to name. High amongst them of course are the Brand Council, our special contributors, and all my colleagues. We hope you will share our pleasure in this book.

Jan Valdinger

Partner