Superbrands

From Wikipedia, the free encyclopedia

The Superbrands organization is an independent arbiter on branding[1]. It pays tribute to brands that it considers exceptional through its programs.[2] The organization also publishes a series of brand-focused books and publications. Superbrands has launched its programs in over 55 countries[3] in many key global markets and has publications in 47 countries.

Contents

[edit] Background

Superbrands was founded by Marcel Knobil in London in 1994. It begun as a radio show on GLR (now BBC radio London), which was aimed at giving ordinary customers an insight into the sigificant brands that touched their lives.

In each country that it operates in, it aims to identify brands that perform above and beyond other brands within their respective markets. To facilitate this, each country has an independent and voluntary council, which is made up of notable experts in the branding and marketing communication industry as well as experts from local and international blue-chip organizations. In addition, the opinion of thousands of consumers is sought via a partnership with online research agency YouGov. Brands that are rated highly by both the council and consumers are eligible for inclusion in a Superbrands project.[4]

[edit] Selection criteria

Brands are invited to participate in the Superbrands project based on the following criteria: market dominance, longevity, goodwill, customer loyalty and market acceptancy.[5]

[edit] Participating countries

The Superbrands book is published in 47 countries.
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The Superbrands book is published in 47 countries.
An edition of Business Superbrands.
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An edition of Business Superbrands.

[edit] Publications

In the U.S., the book is called America's Greatest Brands.
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In the U.S., the book is called America's Greatest Brands.

Each participating country publishes its own Superbrands book, which tells the stories of brands in that country. Each brand’s editorial has sub-sections which cover the brand’s market, achievements, history, product or service, recent developments, promotional activities, brand values, and a “things you didn’t know” boxed-section. Other publications in the Superbrands stable include Business Superbrands[6], CoolBrands[7], Sport BrandLeaders and eSuperbrands. In the United States, their publications are called America's Greatest Brands[8].

[edit] Confusion

In some countries, Superbrands is sometimes confused with a Reader’s Digest survey called SuperBrands. This survey is carried out by Reader’s Digest in Hong Kong, Malaysia, the Philippines, Singapore, Taiwan and Thailand, and the results are published by editions covering these countries.[9]

[edit] References

  1. ↑  Knobil, Marcel (2001) Superbrands: An insight into 100 of Britain's strongest brands. Superbrands. ISBN 0-9528153-6-2.
  2. ↑  Sophia News Agency (Jan. 11, 2006). British Business Project Superbrands Kicks Off. Retrieved Jan. 26, 2006.
  3. ↑  Jeffery, Victor & Pek, Peter (2002) Superbrands: An insight into more than 80 of Malaysia’s Superbrands. Volume 1. Superbrands. ISBN 983-40878-0-2.
  4. ↑  Hitachi Digital Media (Sept. 22, 2004). Superbrands. Press release.
  5. ↑  PRWire (Oct. 31, 2001). Kodak awarded Superbrands status. Press release.
  6. ↑ (June 10, 2004) Superbrands India kickstarts work on Business Superbrands. Retrieved Jan. 25, 2006.
  7. ↑  Branigan, Tania (Sept. 29, 2004) How to be cool (or which brands buy status). The Guardian.
  8. ↑  Habitat For Humanity (Dec. 13, 2004). Habitat for Humanity featured as one of America’s greatest brands. Press Release.
  9. ↑  Reader's Digest Super Brands website.
  10. (Aug. 6, 2002). London 'is UK's coolest' city. BBC News.

[edit] External links

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