The Superbrands organization publishes surveys related to
brand
A brand is a name, term, design, symbol or any other feature that distinguishes one seller's good or service from those of other sellers. Brands are used in business, marketing, and advertising for recognition and, importantly, to create an ...
s. The organization also publishes a series of brand-focused books and
publications
To publish is to make content available to the general public.[Berne Conve ...](_blank)
. Superbrands has offices in 90 countries.
Background
Superbrands was founded in 1994 by
Marcel Knobil
Marcel may refer to:
People
* Marcel (given name), people with the given name Marcel
* Marcel (footballer, born August 1981), Marcel Silva Andrade, Brazilian midfielder
* Marcel (footballer, born November 1981), Marcel Augusto Ortolan, Brazilian ...
. Through The Centre for Brand Analysis, it compiles and publishes "Business" and "Consumer" lists, which include companies that are said to meet the organisation's definition of a "superbrand": "A
rand thathas established the finest reputation in its field. It offers customers significant emotional and/or tangible advantages over its competitors, which customers want and recognise." Superbrands charges companies which meet its criteria to be included in Superbrands publications and to be able to use the Superbrands recognition for marketing purposes. In Singapore in 2004, the fee was US$7,000 () annually.
In each country that Superbrands operates in, it elects a "Superbrands Council" which selects brands and awards them the title of "Superbrands". Some commentators have questioned the value of ranking brands that operate in different markets against each other.
Publications
Each participating country publishes its own Superbrands book, which promotes 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" 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''.
The company's 1995 UK publication ''Superbrands'' (1995) received a negative review in the ''
Financial Times
The ''Financial Times'' (''FT'') is a British daily newspaper printed in broadsheet and published digitally that focuses on business and economic current affairs. Based in London, England, the paper is owned by a Japanese holding company, Nik ...
'', with the reviewer stating that the work "offers about as much insight as a random collection of gushing PR handouts." ''
The Times
''The Times'' is a British daily national newspaper based in London. It began in 1785 under the title ''The Daily Universal Register'', adopting its current name on 1 January 1788. ''The Times'' and its sister paper '' The Sunday Times'' ( ...
'' review noted that the book was a miscellany of facts and narratives and concluded that "anyone seeking an incisive commentary on UK superbrands should look elsewhere." ''Cool Brand Leaders: an Insight into Britain's Coolest Brands 2003'', which included sixty brands, based on the results of a public poll, was criticised in the ''Financial Times'' for being "misguided" in its attempt to define "cool" and for producing "results
hatrange from the perplexing to the bizarre."
See also
*
Michelin Guide
The Michelin Guides ( ) are a series of guide books that have been published by the French tyre company Michelin since 1900. The Guide awards up to three Michelin stars for excellence to a select few establishments. The acquisition or loss of ...
References
External links
*
Official websiteThe Superbrands Process (Marketers Association Zimbabwe, 2020)
{{Authority control
Book publishing companies of the United Kingdom
Brand management
British companies established in 1994