Superbrands Ltd.
is the international independent authority and arbiter on branding.
The organisation promotes the discipline of branding and pays tribute
to exceptional brands through programmes in over 88 countries across 4
continents, with over 10,000 participating brands including the
Philippines and now further into South Asia
The Superbrands Organisation has earned its unquestionable worldwide authority on branding through:
• Publishing highly respected Superbrands books that have been accepted worldwide as branding “bibles”
• Dealing with national and international broadcast and press media on a daily basis concerning brand-related issues
• Managing Superbrands websites and supporting a worldwide network
• Producing branding events throughout the year
• Conducting brand case studies, commissioning branding research on local markets and key areas and publishing newsletters.
• Building and providing an extensive Superbrands PR & media campaign.
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 recognising, rewarding, and reinforcing leading brands from all over the world.
At the heart of all the programmes is an independent and voluntary Council of leading experts, comprised of individuals with a deep appreciation of the brand landscape in the country for which the Council is chosen. This group features luminaries from the marketing and communication industries, plus notable figures from local and international blue chip companies and media organisations. Only those brands highly rated, approved and validated by the independent Superbrands Council are eligible for inclusion in any Superbrands programme. The lowest-scoring brands are eliminated and the leading brands are awarded Superbrand status and invited to join the programme.
Those brands accepting the call to participate in Superbrands' programmes enjoy a comprehensive package of promotional benefits, which vary depending on the market needs in each individual country. 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. Brands qualifying as Superbrands in any country are automatically invited to become members of the international network and take part in a PR and media campaign around that country's programme. At present, the organisation works with over 3,000 brands across the globe from a diverse range of sectors. History
…from a light, but very successful radio show… to a valuable instrument in business and a worldwide organisation!
Superbrands began in the UK in 1994 as a radio show on GLR (now BBC Radio London). This show aimed to give ordinary consumers an insight into the significant brands that touched upon their lives. Each show explored the origins of the brand, its current proposition and its future prospects.
After the success of the show, Superbrands Ltd. was founded in 1995 as a body that focused on promoting the discipline of branding and identifying and paying tribute to exceptional brands. At the time, it was not imagined that within only 13 years the organisation could have achieved such phenomenal success or be the global authority that it is today.
Following the first Superbrands Council voting and validation process, the most highly rated brands had their stories produced and their successes featured in the organisation's inaugural book. This publication featured brands ranging from international icons such as American Express and Coca-Cola to UK favourites like British Airways, and Cadbury. This trend of mixing international and local brands highly rated by the relevant national council still continues today.
Two further UK programmes, each increasing in size and stature, were completed in 1996 and 1997 before the first international programme book was published in Australia.
In 2000, following further investment, a sustained period of international growth ensued with Denmark, the United States, Hong Kong, Spain, France, Portugal and Sweden beginning programmes in that year alone. The current number of countries in which the Superbrands International Programme operates is 83.
The international operations run on a license basis, whereby local licences are awarded to experienced and highly qualified individuals; the Superbrands programmes either become their sole focus as they set up a dedicated local company or a ring-fenced unit of their existing company.
Each operational head forms part of the international editorial board, they act as the gatekeepers to the Superbrands mark of distinction and are responsible for the integrity of the programme and the creation of the local expert panel.
The Superbrands Organisation has earned its unquestionable worldwide authority on branding through:
• Publishing highly respected Superbrands books that have been accepted worldwide as branding “bibles”
• Dealing with national and international broadcast and press media on a daily basis concerning brand-related issues
• Managing Superbrands websites and supporting a worldwide network
• Producing branding events throughout the year
• Conducting brand case studies, commissioning branding research on local markets and key areas and publishing newsletters.
• Building and providing an extensive Superbrands PR & media campaign.
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 recognising, rewarding, and reinforcing leading brands from all over the world.
At the heart of all the programmes is an independent and voluntary Council of leading experts, comprised of individuals with a deep appreciation of the brand landscape in the country for which the Council is chosen. This group features luminaries from the marketing and communication industries, plus notable figures from local and international blue chip companies and media organisations. Only those brands highly rated, approved and validated by the independent Superbrands Council are eligible for inclusion in any Superbrands programme. The lowest-scoring brands are eliminated and the leading brands are awarded Superbrand status and invited to join the programme.
Those brands accepting the call to participate in Superbrands' programmes enjoy a comprehensive package of promotional benefits, which vary depending on the market needs in each individual country. 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. Brands qualifying as Superbrands in any country are automatically invited to become members of the international network and take part in a PR and media campaign around that country's programme. At present, the organisation works with over 3,000 brands across the globe from a diverse range of sectors. History
…from a light, but very successful radio show… to a valuable instrument in business and a worldwide organisation!
Superbrands began in the UK in 1994 as a radio show on GLR (now BBC Radio London). This show aimed to give ordinary consumers an insight into the significant brands that touched upon their lives. Each show explored the origins of the brand, its current proposition and its future prospects.
After the success of the show, Superbrands Ltd. was founded in 1995 as a body that focused on promoting the discipline of branding and identifying and paying tribute to exceptional brands. At the time, it was not imagined that within only 13 years the organisation could have achieved such phenomenal success or be the global authority that it is today.
Following the first Superbrands Council voting and validation process, the most highly rated brands had their stories produced and their successes featured in the organisation's inaugural book. This publication featured brands ranging from international icons such as American Express and Coca-Cola to UK favourites like British Airways, and Cadbury. This trend of mixing international and local brands highly rated by the relevant national council still continues today.
Two further UK programmes, each increasing in size and stature, were completed in 1996 and 1997 before the first international programme book was published in Australia.
In 2000, following further investment, a sustained period of international growth ensued with Denmark, the United States, Hong Kong, Spain, France, Portugal and Sweden beginning programmes in that year alone. The current number of countries in which the Superbrands International Programme operates is 83.
The international operations run on a license basis, whereby local licences are awarded to experienced and highly qualified individuals; the Superbrands programmes either become their sole focus as they set up a dedicated local company or a ring-fenced unit of their existing company.
Each operational head forms part of the international editorial board, they act as the gatekeepers to the Superbrands mark of distinction and are responsible for the integrity of the programme and the creation of the local expert panel.