Overview

Superbrands - Brand Scoring Criteria

Consumer opinion and behaviour dictates the future of any brand. Superbrands demonstrate the ability to connect with consumers and fulfil their needs.

Council members are asked to score each brand individually having the following definition at top of mind:-

A Superbrand offers consumers significant emotional and/or physical advantages over its competitors which (consciously or subconsciously) consumers want, recognise and are willing to pay a premium for.

Marks are awarded for:-

Brand Quality

Brand Affinity

Brand Personality

BRAND QUALITY

Quality perceptions play a key role in moulding consumer relationships with brands. Superbrands must convey superiority over other products if they are to be the consumer's first choice at all times.

Quality does not merely relate to the physical product quality, but to a holistic perception of quality in all the brand's dimensions.

Great advertising alone does not guarantee a Superbrand, whilst a truly great brand can surpass mediocre advertising.

BRAND AFFINITY

Strong brands are those which communicate with consumers on an emotional as well as rational level. However, these emotional bonds between consumers and their favourite brands are not necessarily driven by quality perceptions.

BRAND PERSONALITY

It is often the underlying personality of a brand, or the "brand essence" which creates the strongest ties with consumers by appealing to their emotional needs and aspirations.