As Superbrands India sets the stage for the fifth edition of Business Superbrands on March 24, 2017, as many as 1008 brands have fallen by the way side in its proprietary six-point mark on a scale of 1-10. This two-step process takes into account the views and experiences of marketing professionals and an evaluation of the brands that passed this scrutiny by the independent Superbrands India Council. The six-point marks are the foundation of branding excellence for any brand.
According to Mr Anmol Dar, Managing Director and Chairman, Superbrands India, “This year’s edition is special since it sees the participation of several new brands. Amongst them are the Bird Group, H R Johnson, IFFCO, IMRB, M P Tourism, S Chand, SAP, Tata Wiron, TCI Express and Yes Bank. American Express and Sify have made a comeback after ten years. Twenty-one brands have retained their position as Business Superbrands by paying close attention to their evolving customers and committing themselves to providing exceptional value.”
“Of the 1100 brands we started with 650 fell in the first stage of the study; the remaining 450 brands were sent to members of the Superbrands Council comprising Arnab Goswami, former President News Times Network; Getamber Anand, President Credai National and Chairman & Managing Director ATS Infrastructure; Harish Badami, Managing Director, ACC Cements; Pawan Agarwal, Director Dainik Bhaskar; Rajiv Agarwal, Chief Executive Officer Essar Shipping & Ports; Raman Roy, Chairman & Managing Director Quattro Global Services; Suresh Goklaney, Vice Chairman Eureka Forbes; and Vipin Sondhi, Managing Director, JCB India”, said Mr Dar.
Further, he added, “155 brands out of 450 were shortlisted by the council. Most brands that failed to make the cut were possibly aberrant in their customer response or simply failed to hear the customer. Both absolutely sinful and unforgivable reactions to a market straining at the leash to get ahead.”
Superbrands gains its credibility from the panel of industry experts called the Superbrands Council and from the absolutely transparent mechanism that drives the selection forward. The process is so robust that it has remained unchanged since the first Superbrands book was released in the UK in 1994. Incidentally, it is also a process that is uniformly followed across all the 92 countries Superbrands operates in. It is one of the keys to our international success and has won our launch events the accolade of the Oscars of Branding,” maintains Mr Dar.