What is Superbrand?
Superbrands Ltd. is the international independent authority and arbiter on branding. The organization promotes the discipline of branding and pays tribute to exceptional brands through programmes in over 83 countries across 4 continents, including Romania and now further into Eastern Europe and the Middle East.
The goal of Superbrands programmes is to identify those brands which perform above and beyond others within the market. It identifies and honors exceptional brands by recognizing, rewarding, and reinforcing leading brands from all over the world.
Only brands that are scored highly by the council qualify for the status of Superbrand and those which accept the invitation to participate, feature in the publication.
Attaining Superbrand status strengthens a brand's position, adds prestige, spotlights a brand in a competitive market and positions the brand as a success model.
How did Superbrand originate?
'Superbrand' is a concept that originated in the United Kingdom in 1993 by its founder, Marcel Knobil, an advertising executive. The project was initially designed to fulfill a need gap often felt by advertising and public relations professionals.
Superbrands began life as a radio programme on BBC and later evolved into a book format.
What is the selection process?
Each year just 500 Superbrands are chosen by the public. Brands do not pay or apply to be considered. The entire selection process is independently administered by The Centre for Brand Analysis. The key stages of the selection process ate: A comprehensive database of the leading brands is compiled using a wide range of sources. From the thousands of brands initially identified, approximately 1,350 brands are short-listed.
A voluntary council of experts scores this list, with members individually awarding each brand a rating from 1-10. Council members are not allowed to score brands with which they have a direct association or are in direct competition to. The lowest-scoring brands are eliminated and the highest ranking brands are awarded 'Superbrand' status. When considering brands, both the experts and consumers are asked to bear in mind the definition of a Super brand.
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