13.9.2004, Marketingové noviny

Superbrands are coming to the Czech Republic

 

Superbrands, the international company that has been the independent authority in the area of branding and is present in more than 40 countries around the world, launched its activities in the Czech Republic in Spring 2004.

 

Superbrands does not represent another rating list (just like Interbrand, for example). It is a certain kind of an elite club just for the best brands. The club is intended for the brands and their representatives to network, exchange experience and promote their own brands as well as the branding area.

 

Brands that will become the “club” members will be published in a book called Superbrands of the Czech Republic 2004 in the beginning of the next year.

 

10.6.2005, Euro 24

 

On the occasion of the Superbrands book being launched, Tribute Event is taking place on Monday 13 June in the Corinthia Towers Hotel.

 

13.6.2005, Marketing and Media

Superbrands in the Czech Republic

 

Superbrands in the Czech Republic launched the first ever book of Superbrands published – a book of super brands operating in the Czech market.

 

The Superbrands Company is regarded as one of the foremost independent authorities and judges in the field of branding. Superbrands CR officially launched its activities in the Czech Republic in the spring of 2004 and spent the first few months of its operation in the preparation of a list of potential Superbrands in this country which totalled more than 1,200 possible names. This list was then judged by a Superbrands brand council that included leading names from the Czech advertising and journalistic world, as well as the marketing directors of some of the Czech Republic’s biggest companies.

 

The Superbrands programme has been operating for many years in more than forty countries throughout the world. The organization promotes the field of branding and strives to praise exceptional brands. In each country, an independent panel of experts bestows the status “Superbrand” only on those brands that, in its opinion, deserve such recognition, and great care was taken by the local Superbrands Council members to ensure that the brands chosen in the Czech Republic really did merit this award.

 

13. 6. 2005, Strategie

There are 41 Superbrands in the Czech Republic

 

The Czech Republic is – next to Hungary and Poland – the third country in the post-Communist block to have Superbrands. The title “Superbrand of the Czech Republic”, as well as a place in the publication of the same name, was awarded to 41 brands existing in the Czech market.

 

Superbrands has been globally perceived as an authority in the branding area that has already existed in more than 40 countries around the world. “The youngest brand selected was created only three years ago, the eldest one 700 years ago. It is a unique success to find a country with such a variety of brands,” says Jan Valdinger, one of the partners in the Superbrands organisation, when commenting on Superbrands in the Czech Republic.

 

In Poland, there are 75 Superbrands, and 49 of them in Hungary. The programme is to be launched in Slovakia this week.

 

9.6.2005, MF Dnes

Discount shops did not push brands away

 

Good brands are still alive. Although discount shops focusing on low prices have been successful in the Czech Republic, products bearing the name of a good brand are back. They are best perceived amongst young people.

 

According to Ondrej Obluk from BBK Advertising “a combination of a brand and a good price is the best one.”

 

After a number of foreign brands having come to the country, “old” Czech brands are improving as well.

 

The Superbrands Company is going to present names of brands that are the best in the Czech Republic according to marketing specialists. “We have been choosing from more than 1000 brands and on Monday, we shall present 40 Czech Superbrands. They are equal to the foreign ones,” says Jo Weaver from JWA, the agency that co-organizes the international contest.

 

18. 5. 2005, Lidové noviny

The expected Superbrands are approaching

 

On Monday 13 June, Superbrands, a special publication covering brands that are – according to a special research – the best rated among the Czech public, shall be launched at a special event in Corinthia Towers Hotel. The project started in Great Britain and has already existed in a number of countries (i.e. France, Hungary, Norway, Poland etc.).

 

13. 6. 2005, Euro

Superbrands 2004

 

Sign of power

41 Czech superbrands get presented

 

Superbrands in the Czech Republic launches on Monday 13 June the first ever book of Superbrands operating in this country at a special Tribute Event held in the Corinthia Towers Hotel. 41 brands have taken part in the programme in the Czech Republic; all of them are presented in a representative publication.

 

Idea from the isles

The Superbrands programme was started in 1994 in Great Britain with a book of the same name published at the end of that year. Recently, Superbrands programmes exist in more than 40 countries around the world, although some use a different title, such as Le Livre des Grandes Marques in France or America’s Greatest Brands in the US.

 

Competitors are not assessed

The programme’s aim is not to create an absolute ranking but to identify brands that deserve the Superbrands title. “That is why we do not compare if Pepsi Cola is better than Coca-Cola, Ford than General Motors. A Superbrand has built up the best reputation in its field. In comparison to its competition, this brand offers its customers marked emotional and/or material benefits that customers, whether or not they are aware of it, want and appreciate,” explains Jan Valdinger, partner of the Czech Superbrands. His statement is confirmed by the outcome of the first year: several competitors were selected among Superbrands – Kofola and Coca-Cola, Budejovicky Budvar, Pilsner Urquell and Starobrno, Ericsson and Samsung. “Members of the jury do not assess the brand they are related to in any way or that is their direct competitor. There are two important criteria: their own personal view of the brand and the brand’s position in the Czech market,” says Jo Weaver, member of the Superbrands Council and Managing Director of JWA Prague, a communication agency.

 

Czech prudence

The Superbrands Company approaches owners of selected superbrands and offers them participation in the programme. This includes paying a fee that is not communicated by the company – also due to the wishes of participating brands. “The fee covers the project costs – the programme’s organisation, tribute event, publication of the book and further media support,” explains Jo Weaver. “It is not at all the issue of buying the status of a Superbrand. The company stays a Superbrand even if they decide not to pay for participation in the programme. The Superbrands programme costs are not covered by any external partner and the programme is not a charity for important brands.”

 

A total of 41 brands accepted the offer to participate in the programme. “Other companies that were selected were interested in the programme but preferred to wait to see the first year and then decide,” says Jan Valdinger.

 

6. 6. 2005, Euro (section Monitor)

Superbrands for the first time

 

On 13 June, Superbrands in the Czech Republic launches the first ever book of Superbrands published – a book of super brands operating in the Czech market. The book is dedicated to the best-known Czech and foreign brands; one may also find there texts written by experts in branding and information about the Superbrands programme.

 

20.6. 2005, Euro (section Society)

Superbrands for the first time

 

Photo plus caption

 

On 13 June, the first year of the Superbrands programme was concluded by presentation of the programme and of the 41 brands that were selected, Euro featured among them. The publication was “baptized” by Jan Valdinger, Superbrands partner, Jo Weaver, member of the Superbrands Council and Managing Director of JWA Prague, a communication agency, Martin Jahn, Deputy Prime Minister for the Economy, and Vaclav Zmolik, moderator of the event.

 

13. 6. 2005, Stratégie (SK)

What brands are the super ones in the Czech Republic?

 

On 13 June 2005, the first year of the Superbrands programme was concluded by presentation of a book Superbrands - An Insight into Some of the Czech Republic’s Strongest Brands and its launch in the Czech market.

 

The book covers 41 brands that were awarded the title ‘Superbrands’ by the Superbrands Council.

 

Among the super brands, there are – next to well-known brands such as Budejovicky Budvar, Kofola, Vitana or Skoda – also less-known brands: Zatisi Catering or Ambiente Restaurants Group.

 

The Superbrands programme was launched in Bratislava on 14 June by a press conference and the Superbrands Council meeting.