Superbrands
Encyclopedia
The Superbrands organization is an independent arbiter on brand
Brand
The American Marketing Association defines a brand as a "Name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers."...
ing. Its membership programmes pay tribute to the world's leading brands, as selected by experts and consumers. The organization also publishes a series of brand-focused book
Book
A book is a set or collection of written, printed, illustrated, or blank sheets, made of hot lava, paper, parchment, or other materials, usually fastened together to hinge at one side. A single sheet within a book is called a leaf or leaflet, and each side of a leaf is called a page...
s and publications. Superbrands has launched its programs in many key global markets and has publications in over 86 countries.
Background
Superbrands was founded by advertising executive Marcel KnobilMarcel Knobil
Marcel Knobil is an author, writer, editor, publisher and brand consultant. He is also the founder of the Brand Council and Superbrands. The Brand Council is an independent organisation promoting branding and paying tribute to exceptional brands...
in London
London
London is the capital city of :England and the :United Kingdom, the largest metropolitan area in the United Kingdom, and the largest urban zone in the European Union by most measures. Located on the River Thames, London has been a major settlement for two millennia, its history going back to its...
in 1994. It began as a radio show on GLR (now BBC Radio
BBC Radio
BBC Radio is a service of the British Broadcasting Corporation which has operated in the United Kingdom under the terms of a Royal Charter since 1927. For a history of BBC radio prior to 1927 see British Broadcasting Company...
London
London
London is the capital city of :England and the :United Kingdom, the largest metropolitan area in the United Kingdom, and the largest urban zone in the European Union by most measures. Located on the River Thames, London has been a major settlement for two millennia, its history going back to its...
), which was aimed at giving ordinary customers an insight into the significant brands that touched their lives. Due to the success of the show the Superbrand organization was founded in 1995.
In each country that it operates, 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
Marketing
Marketing is the process used to determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development. It generates the strategy that underlies sales techniques, business communication, and business developments...
communication industry as well as experts from local and international blue-chip organisations. Brands that are rated highly by both the council and consumers are eligible for inclusion in a Superbrands project.
Step 1 Study: an independent study elects the strongest brands of the country called Superbrands.
Step 2 Reward and Knowledge; Superbrands Seal of Excellence, The Superbrands book. In some countries they also hold seminars and Awards ceremonies.
Selection criteria
In each country that Superbrands operates in, it elects a Superbrands Council, which usually comprises industry experts and practitioners, which selects the top brands under various categories and awards them the status of "Superbrands".Brands are invited to participate in the Superbrands project based on the following criteria: market dominance, longevity
Longevity
The word "longevity" is sometimes used as a synonym for "life expectancy" in demography or known as "long life", especially when it concerns someone or something lasting longer than expected ....
, goodwill
Goodwill (accounting)
Goodwill is an accounting concept meaning the value of an entity over and above the value of its assets. The term was originally used in accounting to express the intangible but quantifiable "prudent value" of an ongoing business beyond its assets, resulting perhaps because the reputation the firm...
, customer loyalty
Brand loyalty
The American Marketing Association defines brand loyalty as:# The situation in which a consumer generally buys the same manufacturer-originated product or service repeatedly over time rather than buying from multiple suppliers within the category .# The degree to which a consumer consistently...
and market acceptancy.
Publications
CoolBrands (branding initiative)
CoolBrands is an annual initiative to identify the UK's coolest brands. The list has been compiled annually since 2001; the results are published every September...
, Sport BrandLeaders and eSuperbrands. In the United States
United States
The United States of America is a federal constitutional republic comprising fifty states and a federal district...
, their publications are called America's Greatest Brands.
Confusion
In some countries, Superbrands is sometimes confused with a Reader’s DigestReader's Digest
Reader's Digest is a general interest family magazine, published ten times annually. Formerly based in Chappaqua, New York, its headquarters is now in New York City. It was founded in 1922, by DeWitt Wallace and Lila Bell Wallace...
survey called SuperBrands. This survey is carried out by Reader’s Digest in Hong Kong
Hong Kong
Hong Kong is one of two Special Administrative Regions of the People's Republic of China , the other being Macau. A city-state situated on China's south coast and enclosed by the Pearl River Delta and South China Sea, it is renowned for its expansive skyline and deep natural harbour...
, Malaysia, the Philippines
Philippines
The Philippines , officially known as the Republic of the Philippines , is a country in Southeast Asia in the western Pacific Ocean. To its north across the Luzon Strait lies Taiwan. West across the South China Sea sits Vietnam...
, Singapore
Singapore
Singapore , officially the Republic of Singapore, is a Southeast Asian city-state off the southern tip of the Malay Peninsula, north of the equator. An island country made up of 63 islands, it is separated from Malaysia by the Straits of Johor to its north and from Indonesia's Riau Islands by the...
, Taiwan
Taiwan
Taiwan , also known, especially in the past, as Formosa , is the largest island of the same-named island group of East Asia in the western Pacific Ocean and located off the southeastern coast of mainland China. The island forms over 99% of the current territory of the Republic of China following...
and Thailand
Thailand
Thailand , officially the Kingdom of Thailand , formerly known as Siam , is a country located at the centre of the Indochina peninsula and Southeast Asia. It is bordered to the north by Burma and Laos, to the east by Laos and Cambodia, to the south by the Gulf of Thailand and Malaysia, and to the...
, and the results are published by editions covering these countries.
Due to the popularization of Superbrands, Reader's Digest Super Brands was renamed "Trusted Brands".