Voting for Superbrands 2016 has commenced
Superbrands, the independent authority and arbiter of branding, announced that the voting process to choose the brands in the UAE which will be recognised and honoured as a Superbrand 2016 has commenced.
Speaking on the stringent selection and voting process, Mr Mike English, Director, Superbrands Middle East, said, “The Superbrands programme identifies those brands which have captured the imagination of the general public. We do this by compiling a list of every brand available throughout the whole country. This list is huge with more than 10,000 brands so it has to be whittled down to make the process easier to manage. This is done by our Superbrands Council who create a shortlist of brands that the public are invited to vote for. We put the shortlist online and then invite the CEO and Marketing Director of all the shortlisted brands to score the other brands on the list.”
“When this process is complete we compile the results and all those brands that score in excess of 80% are awarded the accolade of Superbrand. The winning brands are invited to a Gala Tribute Event where they receive their trophies. We also compile a beautiful coffee table book which tells the stories behind the success of each winning brand and serves as a permanent reminder of the brands' achievement. To be voted as a Superbrand is a powerful endorsement and is evidence for existing customers, potential customers, media, suppliers, investors and employees of each brand’s exceptional status,” concluded Mr. English.
2016 marks the twelfth edition of the Superbrands programme in the UAE which is considered the ‘Oscars of Branding’ by the corporate world and is the culmination of six months of stringent evaluation and voting by the Superbrands Council members and through the online poll.
Competition among UAE brands to be a Superbrands is fierce. In 2015, more than 1,500 leading brands in the UAE were scored. Of the total number of Brands that were considered, only a select few made the cut to be recognised and awarded the Superbrands title.
“Every year we are excited to see more local brands making it to the Superbrands list including some new entrants. At Superbrands we want to support and encourage local home-grown brands to compete with the big international names. ” concluded Mr. English.
"A Superbrand offers consumers significant emotional and/or physical advantages over it's competitors which (consciously or sub-consciously) consumers want, recognise, and are willing to pay a premium for."
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