If a brand achieves Superbrand status and participates in the Superbrands programme, it is entitled to enjoy a variety of benefits.
First, of course, is a great deal of media exposure around the whole project. Superbrands works with all sectors of the local media to promote both the project itself and the participating brands. Television, print, radio and Internet are all utilized to inform the local market of how Superbrands operates and which brands in their market have achieved Superbrand status.
In addition to the considerable media attention the globally recognized Superbrand status generates, Superbrands publishes a book for each country and the participating brands receive a two page presentation as part of the package. The book is a very high quality, large format coffee table style publication and each brand receives 50 copies for their own use. Brands may also decide to take a custom cover and extra copies of the book so that it can be used for internal promotion or as a corporate giveaway. Additional copies of the book are distributed by Superbrands, both internationally and locally, to individuals and organisations that have an interest in branding and wish to get an insight into how these brands achieved their status in each particular market. Copies are provided on a complimentary basis to journalists, researchers, business schools, airport lounges, libraries, and so on. |
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The history, heritage and positioning of the brand is read by thousands of corporate executives involved in Advertising, Marketing, Public Relations, Retail Buying, and Brand and Product Management. |
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Spectacular awards distribution program where all Superbrands are recognized and awards are given. |
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Use of Superbrands logo on product packaging, stationery, advertising, etc. |
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Promotion of Superbrands through advertisements and supplements in major national newspapers and magazines. |
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Promotion of participating brands through extensive distribution of the Superbrands book both nationally and internationally. |
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A high profile of the brand reassures existing customers that they are buying the right brand and motivates potential customers to try the brand. |
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Reassures existing employees that they are working with a great company, and makes them feel proud to be associated with the brand. Also makes the brand appear more attractive to potential recruits. |
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Reassures suppliers/customers that they are working and dealing with a great brand, and convinces other retailers that they should also be stocking the brand. |
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Validates a high rating for the intangible asset of the brand. |
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Many journalists receive the Superbrands book, which is then used as a source when doing features on a company and its brands. |
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The publication makes an excellent gift to suppliers, customers, investors and employees. It is also ideal for reception areas. |
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It is an excellent way of bringing people (internal and external) up to date with the brand’s positioning and achievements. |
