Delhi: The Superbrands India organisation has announced
that it has commenced work on its next project, 'business
superbrands', which will identify and felicitate the
strongest corporate brands in the country. Considered
to be the Oscars of branding, the 'superbrand' status
is highly sought after amongst the corporates in the
39 countries Superbrands operates in.
number of business categories for scoring in India is
about 101, and the number of brands under them is approximately
750. The distinguished 'business superbrands council'
has just been constituted and represents 20 per cent
of the GDP of India between the councillors!
some 17,000 copies of the inaugural Consumer Superbrands
of India is currently under print in Hong Kong with
101 brands participating. This book has 224 pages, over
160,000 words and more than 800 pictures in full colour.
council of members for 'business superbrands' are: Anmol
Dar, chairman of the council; Mukesh D. Ambani, chairman
and managing director, Reliance Industries; Gurcharan
Das, former chief executive officer, Procter & Gamble;
R. Gopalakrishnan, executive director, Tata Sons; Naina
Lal Kidwai, deputy chief executive officer, of HSBC
Capital Markets; K N Memani, former chairman, Ernst
& Young; Sunil Bharti Mittal, chairman and group
managing director, Bharti Enterprises; Nandan Nilekani,
CEO, president and managing director, Infosys Technologies;
Deepak Parekh, chairman, HDFC; M S Ramachandran, chairman,
Indian Oil Corporation and Subir Raha, chairman and
managing director, Oil and Natural Gas Commission.
'business superbrand' is defined as having established
the finest reputation in its field. It offers customers
significant emotional and/or tangible advantages, over
its competitors which customers want, recognise and
are confident about investing in.
in 1994, initially as a radio programme, 'superbrands'
is a concept developed by the UK-based marketing guru,
Marcel Knobil, former chairman of the Superbrands Council,
UK, and the founder of Superbrands organisation, which
was established to promote excellence in branding. It
has been tracking the branding phenomenon for the past
10 years and maintains councils in 39 different countries.
Some of these are Australia, France, Germany, Holland,
Hong Kong, Italy, Malaysia, Philippines, USA, Singapore,
Spain, UAE, Indonesia, Ireland, Egypt, Denmark and India,
each of which regularly stage events for the year's
brands are judged on the basis of a number of criteria
and participation is strictly by invitation and only
the very strong brands are awarded 'superbrands' status
by the council. These awards are celebrated by a tribute
event and also in the form of The Superbrands Book
in a sumptuous coffee-table format.
Superbrands books, explore the history, development
and achievements of the strongest brands in each of
the 39 countries it currently operates in, highlighting
their advertising, marketing and design successes as
well as revealing any other interesting and extraordinary
findings. To date, over 3,190 brands have participated
worldwide in the 52 editions of the Superbrands books
released so far.
India was established in 2002 and its first activity
was to choose the first 101 consumer superbrands of