VOTINGPROCESS

 

The Superbrands Council in each country is comprised of individuals who have shown exceptional aptitude in business and who have a thorough knowledge of that particular country’s markets and methods of business. The Superbrands Council members produce a shortlist of candidate brands from a list provided by our researchers (we list all brands available in the country that are widely available) we then invite the CEO and Marketing Directors of shortlisted brands to vote online for all the other brands and the scoring is tabulated to result in the top scoring brands being designated as Superbrands.

The Superbrands Council scores each brand against the criteria of Superbrands’ definition of a Superbrand – “A Superbrand offers consumers significant emotional and/or physical advantages over its competitors which (consciously or subconsciously) consumers want, recognise and are willing to pay a premium for”

The Superbrands are then notified of their status as Superbrands and are invited to take part in the Superbrands book and Tribute Event. All Superbrands, regardless of whether they participate in the book or not, are awarded the Superbrands trophy. Participating brands receive their award at the Tribute Event and non-participating brands receive theirs by courier.

The Tribute Event is a high profile, premier marketing occasion attended by the media which brings considerable media exposure for the Superbrands members.

Superbrands events are attended by representatives from all qualifying Superbrands and are probably the largest collection of senior brand guardians (including Chief Executives and Managing Directors) at any event in the calendar year.

 

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