What is common among these brands : FERN-C, San Miguel, Jollibee, McDonalds, SM, Globe, Smart, Asia Brewey, Coca-Cola, Chowking, DHL, BPI, Epson, Goldilocks, HSBC, Mentos, Manila Bulletin, Phil. Daily Inqurer, Petron, etc.......They are all recipients and carries the logo of Superbrands Seal of Quality and Excellence. FERN-C is now a recipient of SUPERBRAND logo.
Superbrands represents over 57 countries (9 of which are in SE Asia including the Philippines) across 4 continents and is widely regarded as the world’s leading brand recognition programme.
This organization promotes the discipline of branding and pays tribute to exceptional brands that achieve a level of brand trust and rep*tation in the minds of consumers.
Superbrands status is awarded to brands by the council of luminaries from the field of branding, marketing and advertising passing the meticulous research and survey of Synovate (the Australian Research Corporation and Asian partner).
Brands carrying the Superbrand emblem are more highly visible and regarded by the consumer as being of superior quality and trustworthiness due to its international recognition.
Synovate undertakes the Consumer Research Study to shortlist the leading and favorite brands of consumers in each country for the respective categories. The Council members, with their individual wealth of industry knowledge and professionalism grade each brand according to the strict selection criteria of:
MARKET DOMINANCE (How high is the brand’s market share compared to the competition? Does the brand stand higher in the minds of the consumer [mind share]? Does have its own ‘magic’?
CUSTOMER LOYALTY (Will the consumer pay a premium for the brand? Is the brand strong enough to make the consumer go in search of the product should his first choice of outlet not stock the brand?)
LONGEVITY (Truly great brands will stand the test-of-time. Does the brand have esteem and familiarity? Would the brand appear resilient in times of trouble?)
OVERALL MARKET ACCEPTANCY (How is the brand different from anything else in the market? Is the brand ubiquitous and readily accessible? Does the brand have vitality and stature? Would the consumer recommend the brand to a friend?)
GOODWILL (Does the consumer trust in the quality of the brand? Will the product live up to its promise?)
