Petr Skopalík

Marketing Manager

Plzeňský Prazdroj, a.s.

What is a superbrand?

A superbrand is, for me, a brand that means much more than a product of top technical or useful parameters and that can be purchased somewhere. It is brand that has managed to overcome the limits of its category, thus distinguishing itself fundamentally from its direct or indirect competitors and affecting its whole surroundings.

To create a superbrand, it is not sufficient that the product carries only its characteristics or values.

It must have its strong and inspiring story.

It must have its clear, dynamically and logically developing values and attitudes that it firmly supports and promotes.

Thus, a superbrand creates its own world. A world that is a step ahead of the others, a world that shows what direction to take. Thus, it will stand above the others and have long-term relevancy and inspiration for the consumers.

And here I see the key to the very frequently discussed phenomenon of consistency, which is crucial for a superbrand.

The superbrand world is inevitably developing with the passage of time; at a given moment, however, all its activities are in absolute harmony with this world.