Our everyday life is filled with the need for commodities and essentials. Every one of us relies on particular brands for the same products. Because these preferred brands throughout time have earned our trust and become an integral part of our chores and practices.
A global recognition like ‘Superbrands’ signifies the year-long established reputation and credibility of a brand. Therefore, it’s a great occasion and achievement for any brand to earn the prestigious ‘Superbrands’ status for a two-year long timeframe.
Based in the UK, Superbrands is a global arbiter for brands which operates in 90 countries around the world. Launched in 1994, Superbrands has become the most prominent success symbol for brands.
This year Superbrands Bangladesh was initiated to honour the most powerful brands of Bangladesh for the period of the next two years, 2023 to 2024.
Superbrands Bangladesh for the year 2023-24 has been revealed through a grand award ceremony honouring the 40 most prestigious and valuable brands from diverse industries of Bangladesh. The auspicious award gala took place on Saturday, 11 February 2023, at the Grand Ballroom of Sheraton Dhaka. The ceremony also marked the unveiling of the cover of Superbrands publication for the next two years.
The objective of Superbrands Bangladesh was to select brands that were successful with their strong market presence and reputation and brands that are considered to have excelled in their respective fields and stood out from the average.
A brand represents a sheer passion and energy to deliver consumers the very best. However, even between the goodwill shared by all brands, a difference separates the good from the great. Superbrands Bangladesh worked on putting all the brands under a microscope and found the most deserving 40 brands to be labelled as the Superbrands.
Breaking Down the Selection of a Superbrands
According to the global practice, Superbrands are selected through a process which involves independent and voluntary panels of experts from a range of backgrounds, known as the ‘Brand Council’. In Bangladesh, Superbrands for the year 2023-2024 have been selected by a brand council consisting of eminent experts. The 16 members of the Brand Council, consisting of multidisciplinary elites of the country, checked and vetted by the Global Superbrands Team, scored the brands out of 20, considering the following attributes of the brand – 1. Brand heritage 2. Brand relevance in category, 3. Perceived Quality, 4. Perceived performance, 5. TOMA (Top of Mind Awareness). The highest-scoring brands then get an invitation to avail the Superbrands Status. The ones accepting the invitation and fulfilling the other requirements are finally recognised as Superbrands of the country.
Mr Ashraf Bin Taj, Managing Director, International Distributions Company Bangladesh (Pvt) Ltd.; General Secretary, Asia Marketing Federation, thoroughly explained the Jury Process of Superbrands before the award-giving segment started. He said, “The Superbrands have been picked maintaining the global practice. The process goes through different phases to bring out only the top brands in different categories.”
Why the Superbrands Status Matters for a Brand
Mr Shariful Islam, the Managing Director of Superbrands Bangladesh, spoke about the need for a platform like Superbrands on the occasion. He stated, “A quality brand, delivering both from its product and services point of view, both in a tangible and intangible way over a period of time builds trust; a trust that is built over a continuous period of time – builds a Superbrand.”
He further said, “In the last few years, we have witnessed unprecedented advanncement and development as a nation, thanks to the progress in innovative fields, the emergence of the 4th Industrial Revolution and the unprecedented boom of AI in operations. So, the progress in every aspect of business and corporation will be much more rapid from now on than how we used to see even 5 years ago. This is where Superbrand recognition gives a brand a very good starting point to reflect their objectives and assemble those with the need of the time. It also gives us a space to look back into what made us strong and successful and what is required of us to be successful in the coming decades and achieve the nation’s vision of becoming an innovative Bangladesh by 2041.”
The Superbrands Publication
The coveted Superbrands Publication promotes the history, heritage and positioning of the Superbrands. Each participating country publishes its own Superbrands book with its own cultural touch on the cover design. Likewise, the much anticipated Superbrands Bangladesh, on every occasion, publishes the Superbrands book covering the market size, achievements, history, promotional activities, and values of the recognised Superbrands.
The ceremony marked the unveiling of the cover of Superbrands Bangladesh 2023-24 publication. The signature publication, which shares stories of each Superbrand, is a coveted book for senior executives in Advertising, Marketing, Brand Management, Academicians and the Media. Ms Nazia Andaleeb Preema, Visual Artist; Director & Creative Editor, Bangladesh Brand Forum; Founder, Bangladesh Creative Forum; President, Women In Leadership (WIL), has designed the cover for the Superbrands Bangladesh 2023-24.
