By Naomi UZOR
Superbrands Nigeria, an independent authority and arbiter on Â Â Â branding, has commenced the identification of the strongest brands in the country for the year 2010/2011.
Delivering a presentation, Wednesday, at the launch of the programme in Lagos, the Project Director of Superbrand, Mr Maxwell Marshall said Superbrand identifies and celebrate leading brands within the market space by providing a platform for them to build upon their success as exceptional brands, provides avenues for brand visibility and engenders interactions.
According to him, the 2010/2011 edition comes with a brand new programme approach as theyÂ will be partnering with AC Nielsen, the worldâ€™s leading marketing research and media information company, to identify the strongest brands and produce a shortlist of Superbrands in the Nigerian market and that the top brands will be identified based on empirical data gathered from several consumer surveys conducted by Nielsen after which they will be ratified by 11 independent Superbrands council members.
â€œWe are very excited to have the 2010/2011 edition of the programme up and running. We have instituted a rigorous and thorough selection process to determine the Superbrands. With the processes and criteria used, only the most truly deserving brands will make the shortlist,Â many brand owners put in a lot of effort to build and manage their brandsÂ not only does Superbrands reward their efforts, it also validates and adds value to the brands by increasing visibility and credibility.
A recent study in Asia found that brands carrying the Superbrands seal were up to 65 per cent more likely to be purchased by consumers than competing brandsâ€ he said.
Marshall disclosed that the programme will include a number of activities and events, including the world renowned Superbrands book and seal, carefully crafted to pay tribute, recognise and celebrate brands that have been identified as Superbrands
â€œSuperbrands offers powerful, diverse means for brand promotion through a variety of platforms that were conceived expressly for the benefit of featured brands. Brand drivers have opportunities to interact with colleagues and consumers, while advancing their brand identities.
Since these platforms all come under the Superbrands umbrella, featured brands also enjoy the associative benefits of its global pedigree. The programme is a veritable platform that validates and reinforces brand leadership, the status helps to build a brandâ€™s equity by strengthening its position, bestowing prestige on it and improving its overall market value.
It is the most prestigious, globally recognized status that brands can aspire to. Properly leveraged, participating brands can entrench mental leadershipâ€ he stated.