Financial Times

Superbrands Council finalizes brands
Superbrands, local subsidiary of the independent authority which promotes the discipline of branding and pays tribute to exceptional brands, recently completed the judging process in Sri Lanka, the company said.

It is now in the process of informing the nominated companies based on individual product categories which is expected to take three months.
The 15 member Superbrands Council was headed by Eardley Perera and included, Mahesh Amalean, Hemaka Amarasuriya, Amal Cabraal, Tissa De Alwis, Harsha De Silva, Lilamani Dias Benson, Hussain Esufally, Malik Fernando, Ravi Fernando, Otara Gunewardene, Uditha Liyanage, Ashroff Omar, Irvin Weerackody and Chartered Institute of Marketing nominee Deepal Sooriyarachchi.

“We had committed and active participation from all our judges who took a personal interest in this entire exercise” said Council Chairman Mr. Perera. “We are thankful to them for the time and commitment they have shown”.
The programme which began in the UK in 1994 is now being implemented in 55 countries, with over 3000 brands having participated worldwide.

The benefit that an organisation gets is the recognition for their branding activities and the brand’s status in that individual country. Additionally, the brands which are endorsed as Superbrands, would naturally reflect the business sectors and the extent of economic development of the individual country within which the programme operates.

The Finnish Superbrands for example, excluded multinational brands and focused only on local brands. This was due to the strength of the local brands that were prevalent in that country, with world renown brands such as Nokia, Finlandia Vodka and Finnair. The Indian Superbrands on the other hand reflected the important role that multinationals played in that economy and had multinational brands such as Cadbury’s, American Express, Surf as well as Indian brands Femina, Godrej, Tata and Britannia.

The international Superbrand case studies will be serialized in The Sunday Times and the Daily Mirror. The Sri Lankan nominations include a mix of local and multinational brands and once the nominees are enrolled on the programme and formalities concluded, Superbrands Lanka will announce these brands through the highly prestigious Superbrands publication.

A Superbrands rating is today the worldwide benchmark which recognizes brands with significant strategic focus and commitment for achieving extraordinary results, and is one of the most prestigious branding publications that are available. Superbrands Lanka is a subsidiary company of STING Consultants, Sri Lanka’s leading strategic marketing consulting firm. In addition, STING Consultants subsidiaries include the branding consultancy & Brand as well as an alliance with Brand Finance.

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