58 brands in the UAE to receive Superbrands title at annual tribute event
Source: OAK Consulting for Superbrands M.E. , Author: Posted by BI-ME staff
Posted: Wed June 20, 2018 12:48 pm

UAE. Superbrands, the independent authority and arbiter of branding, announced it will host its annual tribute event to honour and recognize 58 of UAE’s strongest brands on June 27, 2018.

At the event, Superbrands will also announce the highly awaited ‘Brand of the Year’ award and unveil the 14th edition of the much sought-after Superbrands book, which includes a two-page profile of each of the Superbrands.

In its 14th edition, the Superbrands tribute event is considered the ‘Oscars of Branding’ by the corporate world and speaking about the event, Mr. Mike English, Director, Superbrands Middle East, said, “Marketers have always had to juggle two seemingly contradictory goals: making their brands distinctive and making them central in their category. Being acknowledged a Superbrands helps strengthens a brands position, adds prestige and reassures consumers and suppliers that they are buying the best brand in its category. This year has seen an unprecedented number of local brands making it to the Superbrands list with a few new entrants in the market, in addition to internationally recognized brands.”

After carefully filtering through the selection list set by the Superbrands Council, over 2,000 senior managers and marketing professionals were invited to vote for candidate brands.

More than 2000 leading brands in the UAE were scored by the Superbrands Council members and through an online poll. The highest scoring brands have been chosen as Superbrands and only the brands that achieve the level of recognition set by the independent Superbrands Council are eligible for inclusion in the Superbrands UAE book, which traces the history and achievements of each of the brands.

Speaking on the stringent selection and voting process, Mr. English added, “Getting onto the Superbrands list is both a prestigious accolade and an arduous task, where brands have to be voted for by our distinguished brand council members as well as by marketing professionals, who have voted through an online poll. The brand which scores the highest points will be adjourned the top honour of ‘Brand of the Year’ which we will announce at the tribute event. Participation in the Superbrands book is by invitation only and acknowledges the inherent strength of the organisation and its brand value. This event is a true celebration of many of the country’s highest profile brands.”

As ‘Superbrands’ gains ground in terms of loyalty, respect and visibility within the UAE, the Superbrands Council acknowledge the importance of looking at brands who sell primarily to the end customer (B2C) or to other businesses (B2B), both online and offline as separate categories. 

The primary reason for this is that although the marketing programs are the same for each type of business (events, direct marketing, internet marketing, advertising, public relations, word of mouth and alliances), how they are executed, what they say, and the outcome of the marketing activities differ.

The Superbrands tribute event will see the UAE’s crème de la crème corporate head honchos in attendance and promises to live up to its global reputation of being the ‘Oscars of Branding’.

THE UNITED ARAB EMIRATES SUPERBRANDS COUNCIL:
• John Brash, Founder & CEO, Brash Brands
• Laila Suhail, Chief Executive Officer, Dubai Shopping Festival
• John Deykin, Branding Expert
• Mishal Kanoo, Deputy Chairman - UAE & Oman, The Kanoo Group
• Colm Mcloughlin, Executive Vice Chairman & CEO, Dubai Duty Free
• Hala Badri, Senior Advisor to CEO and Group Communications, ADNOC
• Mike English, Director, Superbrands Middle East & North Africa
• Dr. Ram Buxani, Chairman, ITL Cosmos Group

Photo Captions:
1. (above)  Mike English, Director, Superbrands Middle East
2. (inset)    Mike English (File photo)

About Superbrands UAE
The Superbrands organisation is acclaimed worldwide as being the independent authority and arbiter of branding excellence and is committed to paying tribute to exceptional brands and promoting the discipline of branding. The work Superbrands does is recognised through their books, Events and Awards programmes, internet sites, research and through significant international media and PR coverage in newspapers, magazines and on television and radio.

The Superbrands organisation was originally set up in London in 1994 where it published the first Superbrands book. Since then it has expanded its operations to 93 countries worldwide including Argentina, Australia, Brazil, China, Denmark, Egypt, France, Germany, Greece, Hong Kong, Hungary, India, Indonesia, Ireland, Italy, Kuwait. Lebanon, Malaysia, Mexico, Morocco, Netherlands, Norway, Pakistan, Philippines, Poland, Portugal, Russia, Saudi Arabia, Singapore, Spain, Sri Lanka, Sweden, Thailand, Turkey, United Arab Emirates, United Kingdom and the United States.

Superbrands publishes a series of books including Superbrands, Business Superbrands (on B2B brands), Cool Brands and eBrands - making the series of books the largest collection of insights into some of the greatest brands in the world. To date over 15,000 individual brands have been featured worldwide.

For further information on Superbrands, please visit www.superbrands.com.

 

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