The Superbrands organisation promotes the discipline of branding and
recognizes exceptional local and international brands. On 7th June at
the Shangri La hotel, it celebrated the achievements of 37 of
Singapore’s favourite brands.
Three marketing experts were invited to deliver an address about the
latest digital marketing trends; Andrew Crombie, CEO of EURO RSCG,
Shauna Li Roolvink, Principal Consultant at BrandHub and Stephen Dolan,
Commercial Director from Facebook Asia Pacific. Their speeches
enlightened many senior brand owners, Chairmen, CEOs, Managing
Directors and General Managers about the impact that digital and social
media were having on brand marketing.
What makes a brand truly “Super”? According to Mark Pointer, CEO of
Superbrands Singapore, “A Superbrand has established the finest
reputation in its class. It offers consumers a significant emotional
and/or tangible benefit over its competitors, which consciously or
sub-consciously consumers want and are confident about paying for.”
The brands participating in Singapore’s Superbrands programme have been
identified by consumers as being their favourite brand within a
respective product or service category. The Nielsen Company conducted
the research and the results were based on the unprompted responses of
1,500 Singapore consumers aged 18 to 55 who identified their favourite
brands across 94 different categories.
Creating a great brand in the mind of the consumer is not so easy and
maintaining one in today’s globalised, fast changing and interconnected
world is even harder, particularly in times of economic uncertainty. It
is therefore interesting to compare the relative standing of brands in
the latest Superbrands survey with how they ranked in the previous
survey, which took place in February 2009.
Analysis of the data shows that 70% of brands that ranked within the
top three of their respective categories in 2009 were still ranked
within the top three in the latest survey conducted in September 2010.
“The results reflect the ability of strong brands to weather the storm
and retain their position in the hearts and minds of consumers.
Superbrands are much more than the sum of their parts. Coke is more
than water, syrup and bubbles. It is the power of the emotional bond
that a brand has with its consumers that enables it to maintain that
position as favourite brand over time,” commented Pointer.
Andrew Crombie, CEO of ad agency EURO RSCG, Singapore/Malaysia adds, ”
Now more than ever, brands need to add meaning to people’s lives. They
need to clearly define what they will do for people and what they
won’t. They need to constantly update and stay relevant, or be left
behind. Great brands practice this and that is why they stay at the
Ian Grundy, Managing Director of Citrus PR comments, “What makes a
brand great in 2011 revolves to a large extent around trust and
credibility. How a brand resonates with its audiences and the extent
that it can be relied upon is crucial. Think about your own favourite
brand … it’s likely that you know it not for what it does, but how you
relate to it and how the organization behind it treats you”.
37 brands received their certification of achievement. The brands are
(Abbott, Akira, Avance, Bosch, Casio, Cathay, Centrum, Colgate, Crystal
Jade, CTC Travel, F&N, Gain City, Hockhua, Image Creative Design, Jean
Yip, King’s, MMI, MYOJO, NTUC FairPrice, Nubox, O’Coffee Club, Ocean
Health, OrangeTee, Pere Ocean, Rentokil, Sa Sa, Sea Horse, Sharp, Sheng
Siong, Singapore Post, SingTel, SIS, SONY, Timezone, Transitions,
Brands participating in Singapore Superbrands programme have usage
rights to the distinctive “Singapore’s Choice” Superbrands logo which
they may use on their marketing collaterals, in retail outlets,
advertising activities and press releases. Research from The Nielsen
Company shows that displaying logos can help give consumers the
confidence in making the right brand choice, with the majority of
consumers believing that this brand must have a good reputation, and
69% saying they are more likely to consider buying that brand.