Financial Times

It’s all in the name
Putting the super into branding
A brandname says a lot about a product. It’s what a company wants to be forever favoured by customers. It’s why advertising budgets are what they are.

A company also wants to be recognised by its peers and its competitors as being the best in its particular sector. Hence the Superbrands arrival in Sri Lanka. “The entry of Sri Lanka into the fold makes 55 countries that conduct the Superbrands research and the branding publication is expected out in December,” said Bill Colegrave, Director of Superbrands, UK. The Chartered Institute of Marketing, Sri Lanka branch made the initial approach, before the setting up of Superbrands Lanka.

Superbrands compiles a list of local and international brands (approximately 650) and puts together a judging council of local business and marketing people, asking them to give marks for each product, while market research is conducted on the general public. Those that reach the mark get in a coffee-table book, as well as being allowed to use the Superbrands “seal of approval”, for a price.

The reasoning behind the enterprise is fine, and the majority of the buying public is always attracted to marks of excellence, but is it worth the $6,000 to $15,000 (depending on the country) asking price? The answer appears to be yes, as thousands of brands have appeared in the yearly books throughout the world.

For local companies the entrance of Superbrands mean a hopeful increase in brand awareness, and not just locally, hence the number of applicants. “The 16 judges, who are not paid, are asked to give marks covering 20 categories, to back this up there is an Internet poll for the public as well in those countries where penetration is deep enough. Where it’s not, research is done on the strteet,” Mr. Colegrave said

To ensure fairness and transparency there are a number of rules that have to be followed to ensure there is no favouritism. The director said that the process from beginning to end talks about a year and the number of brands that get selected varies from country to country, especially in the first year.
The actual worldwide organisation is quite small, employing only around 20 staff, “the rest is all franchised out”, he said.

As for those brands chosen, it means serious PR showcases are organised to tell the world that they have been picked. For the books, each brand gets a glossy two-page spread, explaining issues like achievements, market and brand value, among others. For those included they can have the books covered with their own selected brand or a generic one.

The number of books is also up to the brand owner. And as said before, the publicity caused by the event is the thing, as there is also a glitzy evening where the book is revealed. Companies attaining the seal of approval allow it to use the Superbrands accreditation in brands/marketing communications.
Superbrands began in the UK in 1994 as a radio show on GLR (now BBC Radio London). The show aimed to give ordinary consumers an insight into the significant brands that touched their lives. Each show explored the origins of the brand, its current proposition and its future prospects. Its popularity has led to what there is today in those numerous countries.

When Mr. Colegrave got involved there were only two books produced, now with Sri Lanka it is now 55, “with the Caribbean and Africa on the horizon”, he added.

Back to Business