The Superbrand Organization/International
In earlier article, we have understood that brands are a company’s most important asset. It is not just a name, logo, trademark or a design. Each brand carries its own unique set of emotional relationships with its clients. Strong brands can shift supply and demand curves, provide leading market penetration, high profitability, long-term stability, and increase shareholder asset value.
To have a more solid knowledge of branding, we should at least find out the history of the initiator/father of branding which is the reknown Superbrand Organization/International
Brief Background of Superbrands Organization International |
In each country that it operates in, it aims to identify brands that perform above and beyond other brands within their respective markets. In each country, it has established an independent and voluntary council, which is made up of notable experts in the branding and marketing communication industry. Councils also include experts from local and international blue-chip organizations, as well as the media. Selection criteria Brands are invited to participate in the Superbrands project based on the following criteria:
In each country, brands are selected as a “Superbrand” by the country’s Superbrands Council. 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, CoolBrands, Sport BrandLeaders and eSuperbrands. In the United States, their publications are called America’s Greatest Brands. 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.
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