INTERNATIONAL BENCHMARKS

The global standard of trust, quality and brand leadership

In a world that faces change at an increasingly rapid pace, consumer disillusionment and the rise of unprecedented expectations, brands are being increasingly measured not only by the offerings they provide but also the stand they take.

It is in this rapidly changing global scenario that Superbrands has carved a niche as one of the most credible sources on the topic of branding excellence.

Superbrands is founded on the simple but profoundly important conviction that has guided its activities across markets and across the years – i.e. that the greatest brands are founded upon trust.

Even while markets, technology and consumer behaviour continue to shift, this conviction has remained the same. And today, Superbrands is an institution that has emerged on an international landscape that recognises and honours brands that have attained an outstanding position within the minds of consumers.

A branding initiative turns into a global institution

The tradition of Superbrands has its roots in the UK in the second half of the 1990s, when branding first gained recognition as a business function that could no longer be viewed solely as an artistic endeavour. The project took as its premise that consumers generally understand which brands are superior and should be measured against that collective view.

Over the years, Superbrands has grown from a purely national recognition scheme to an international phenomenon. With its spread to other countries, they were able to build a strong system based primarily on consumer research. By being research driven, Superbrands was in a position to build recognition in a way that was completely independent of commercial participation.

Superbrands now operates in over 90 markets – including both mature and emerging markets. And for each geography, Superbrands records the history of brands that have showcased excellence over time, thereby creating a living history of brands and their evolution over time, and in different markets.

Global consistency and local relevance

Superbrands’ success is also defined by its ability to achieve a balance between universal guidelines and insights derived from understanding local requirements. Although the fundamentals that influence the power of brands – such as trust, quality, differentiation and emotional connections – are universal, Superbrands takes cognisance of the fact that brands function within certain cultural and socioeconomic parameters.

This is embodied in Superbrands’ business model: for every market in which Superbrands operates, its brand assessment is underpinned by local research and councils of experts so that awareness is a function of actual perceptions rather than projections from another country.

This serves to underpin another of Superbrands’ founding propositions: a superior brand is one that performs authentically within its sector and adheres to a globally respected standard of excellence.

So this is particularly valuable for multinational brands, as it offers a benchmarking opportunity. For regional brands, it offers a platform where they can stand on an equal footing with multinational giants, and demonstrate that greatness does not depend on size and country of origin, but relevance and trust.

Role of Superbrands in the global brands ecosystem

Superbrands is more than a recognition process; it is essentially a norm setting process in a global manner – in other words, to identify brands that have succeeded in establishing a long-term relationship with consumers to the extent that they inspire confidence in the market ratherthan merely being visible.

It is no less significant to mention the role of Superbrands as a brand knowledge curator. In doing so, Superbrands records how successful brands react to change, how they manage their reputation and continue to remain relevant for succeeding generations.

The knowledge acquired contributes to an overall awareness of branding as a business value, which continues to impact enterprise value.

In many markets, Superbrands has also contributed to raising awareness of branding in certain spheres of corporate or organisational leadership. By spreading awareness of brands as core value drivers of companies through consistent marketing and branding practices, Superbrands has contributed to shifting branding perceptions in boardrooms, away from mere communication outputs.

Instrumental impact across countries and economies

In developed and emerging countries, the role played by Superbrands cannot be underestimated in influencing the level of brand creation.

In the developed world, it tends to emphasise the need for brand management and trust in the face of tremendous disruptions. In emerging countries, it tends to act as a catalyst in advising brands to adopt best practices while staying connected to the local culture.

For most companies, Superbrands award recognition is one of their most significant milestones. Superbrands promote environments where both localised and global companies are judged by the same criteria, which emphasises that brand excellence is universal.

Superbrands also indirectly contributes towards the development of brand stories in several nations. Through the promotion of best brands in different nations, it facilitates discussions on exportability, investment and reputation, highlighting howbrands can create cultural capital.

Why Superbrands matter in a trust deficit world

In the global market, consumers are saturated and more vigilant about whom to trust. It is against this background that Superbrands emerges as a trusted mark – a credible stamp of approval to guide consumers and alleviate their anxiety.

As a brand, the recognition by Superbrands is the increasing rarity that comes with an element of credibility that cannot be achieved on one’s own but has to be earned through an initiative because according Superbrands’ positioning, the best brands are those that are believed in by consumers, not merely recognisable to them.

It is the emphasis on belief and trust that makes Superbrands so relevant in the current context of misinformation, erosion of institutional trust and rising demands of corporate accountability.

Superbrands and the future of branding

The global branding environment has continued to undergo changes. Factors such as demographics and now, digital transformation and expectations regarding purpose and responsibility, continue to shape what constitutes a great brand.

Superbrands has continued to be relevant as it has adapted to these changes; yet at the same time, it has stuck to its original roots.

Currently, Superbrands is recognising brands that not only perform within the market but also resonate with culture, behave in an ethical manner and think along the lines of a positive vision. This is because it is realised that the power of brands is no longer restricted to mere performance and visibility, but also incorporates purpose and values.

A lasting standard of brand excellence

With the complexity of markets and increased difficulty in building trust, the requirement for trustworthy and independent benchmarks
will only increase.

The place that Superbrands holds in this scenario is distinctive – Superbrands has been successful in becoming a protector of brands due to its global reach and long-term approach.

For Superbrands around the world, recognition is only the beginning; it’s a symbol of responsibility for brands to meet standards and be responsive to customers.

In a dynamic world, Superbrands is a symbol that amidst shifts in marketplaces and trends, the core principles of quality brands remain timeless.