America’s Greatest Brands is the U.S. subsidiary of
Superbrands Ltd., the international independent authority and arbiter on
branding. The organization promotes the discipline of branding and pays tribute
to exceptional brands through programs in over 83 countries across 4 continents.The
Superbrands Organization has earned its unquestionable worldwide authority
on branding through:
Publishing highly respected Superbrands books
that have been accepted worldwide as branding “bibles;”
Dealing with national and international broadcast and press media on a
daily basis concerning brand-related issues;
Producing branding events throughout the year;
Conducting brand case studies, commissioning branding research on local
markets and key areas and publishing newsletters;
Building and providing an extensive Superbrands PR & media campaign.
The goal of Superbrands is to identify those brands
which perform above and beyond others within the market. It identifies and
honors exceptional brands by recognizing, rewarding, and reinforcing leading
brands from all over the world. The organization runs the Superbrands award
schedules and promotional programs, each with a brand-focused publication
at its core: Superbrands, Business Superbrands, CoolBrands, Sport
Superbrands, e-Superbrands, Luxury Brands, Kid Superbrands. Each explores
the leading brands in these respective fields and has a dedicated publication
which presents case studies of member brands.
At the heart of Superbrands is an independent and voluntary Council of leading experts, comprised of individuals with a deep appreciation of the brand landscape in the country for which the Council is chosen. This group features luminaries from the marketing and communication industries, plus notable figures from local and international blue chip companies and media organizations. Only those brands highly rated, approved and validated by the independent Superbrands Council are eligible for inclusion in any Superbrands program. The lowest-scoring brands are eliminated and the leading brands are awarded Superbrand status and invited to join the program. Those brands accepting the call to participate in Superbrands' program enjoy a comprehensive package of promotional benefits, which vary depending on the market needs in each individual country. Attaining Superbrand status strengthens a brand's position, adds prestige, spotlights a brand in a competitive market and positions the brand as a success model. Brands qualifying as Superbrands in any country are automatically invited to become members of the international network and take part in a PR and media campaign around that country's program.
At present, the organization works with over 3,000 brands across the globe from a diverse range of sectors. Superbrands has produced over 100 global branding events reaching more than 30,000 delegates. These high profile events celebrate branding success while also providing brand guardians with insight and inspiration during their on-going brand presidency. The organization's events range from Tribute Events, often referred to as "Branding Oscars," to business breakfast gatherings. Networking among senior peers is always an important element as the Superbrands can cross-fertilize ideas or discuss partnership marketing opportunities. Speakers at its events have represented companies as diverse as Coca-Cola and GE to Greenpeace. In many countries Superbrands operates events in partnership with other relevant bodies and organizations. For more information on Superbrands Global, please visit the website: www.superbrands.com
. . . from a light, but very successful radio show . . . to a valuable instrument in business and a worldwide organization! Superbrands began in the UK in 1994 as a radio show on GLR (now BBC Radio London). This show aimed to give ordinary consumers an insight into the significant brands that touched upon their lives. Each show explored the origins of the brand, its current proposition and its future prospects. After the success of the show, Superbrands Ltd. was founded in 1995 as a body that focused on promoting the discipline of branding and identifying and paying tribute to exceptional brands. At the time, it was not imagined that within only 13 years the organization could have achieved such phenomenal success or be the global authority that it is today.
Following the first Superbrands Council voting and validation process, the most highly rated brands had their stories produced and their successes featured in the organization's inaugural book. This publication featured brands ranging from international icons such as American Express and Coca-Cola to UK favorites like British Airways, and Cadbury. This trend of mixing international and local brands highly rated by the relevant national council still continues today. Two further UK programs, each increasing in size and stature, were completed in 1996 and 1997 before the first international program book was published in Australia.
In 2000, following further investment, a sustained period of international growth ensued with Denmark, the United States, Hong Kong, Spain, France, Portugal and Sweden beginning programs in that year alone. The current number of countries in which the Superbrands International Program operates is 83. The international operations run on a license basis, whereby local licenses are awarded to experienced and highly qualified individuals; the Superbrands programs either become their sole focus as they set up a dedicated local company or a ring-fenced unit of their existing company. Each operational head forms part of the international editorial board, they act as the gatekeepers to the Superbrands mark of distinction and are responsible for the integrity of the program and the creation of the local expert panel.
The Superbrands concept was originally devised by Marcel Knobil, an advertising executive who lost a two-way pitch for lack of client information (The business was retained by the clients’ existing agency). Frustrated by the fact that an otherwise outstanding presentation came to nought he launched Superbrands.
Superbrands started life as a radio talk show broadcast on Greater London Radio (now BBC Radio London) in the UK.
Superbrands launched in 1994 and the first book was published in London in 1995.
Today, Superbrands operates in more than 80 countries worldwide, across five continents.
Superbrands has published more than 8,300 brand case histories for over 2,500 of the worlds biggest and most valuable brands.
Brands participating in more than 20 editions of Superbrands include international icons such as American Express, Avis, Coca-Cola, DHL, Gillette, McDonalds, Nokia, Philips and Sony.
Coca-Cola has participated in over 50 Superbrands programs around the world.
The iconic Superbrands logo is widely recognized by consumers as a mark of brand excellence and distinction.
On average, 70% of Asian consumers say that they are more likely to consider buying a brand they see associated with the Superbrands logo.
Asian consumers also say that they consider brands displaying the Superbrands logo to be more trustworthy and of higher quality than other brands.