Another 23 local brands receive Superbrand status<\/p>\n
Twenty-three local brands offering a wide range of products
\nand services have received prestigious Superbrand awards from the
\nLondon-based independent brand arbiter Superbrand International.<\/p>\n
The recipients of the awards, which were presented during a
\nceremony at Wisma Nusantara last week, include ACA Asuransi,
\nAcuvue, Aquaproof, Ayam Merak, Berri, Baskin Robbins, Bimoli,
\nBank Muamalat, Bank Ekonomi, Ciputra, Daia, Indofood, Infomedia,
\nIndomie, Indomilk, JNE, Nokia, Optik Tunggal, Sucofindo, SoKlin,
\nTrac, Wings and Yellow Pages.<\/p>\n
The 23 brands are the second group of Indonesian brands to be
\ngiven Superbrand status this year. The first group, comprising 25
\nbrands, received the awards in July. About 20 other brands are
\nnow being assessed and could receive similar brand recognition.<\/p>\n
Many of the companies may have received other awards in the
\npast, but being chosen for Superbrand status reflects their
\nremarkable achievement in building customer confidence and trust
\nin their products and services.<\/p>\n
Superbrand International provides its services in Indonesia in
\ncooperation with MarkPlus& Co, a marketing consulting company
\nfounded by marketing guru Herman Kartajaya.<\/p>\n
Superbrand, an international arbiter of branding based in
\nLondon, awards Superbrand status based on five main selection
\ncriteria:
\n- Market domination: What is the brand's market share compared to
\ncompetitors? Is the brand highly regarded by consumers? Does it
\nhas its own \"magic\"?
\n- Longevity: Truly great brands will stand the test of time. Does
\nthe brand have familiarity? Is the brand resilient in times of
\ntrouble?
\n- Goodwill: Do consumers trust the quality of the brand? Will the
\nproduct live up to its promises?
\n- Customer Loyalty: Will consumers pay a premium for the brand?
\nIs the brand strong enough to make consumers go in search of the
\nproduct should their first choice of outlet not stock the brand?
\n- Overall Market Acceptance: How does the brand differ from
\neverything else in the market? Is the brand ubiquitous and
\nreadily accessible? Would consumers recommend the brand to a
\nfriend?<\/p>\n
Superbrand International, which has been operating for more
\nthan a decade, has given Superbrand status to more than 5,000
\nbrands worldwide.<\/p>\n
The organization, which operates in 48 countries including the
\nPhilippines, Malaysia, Hong Kong, China, Singapore and Thailand,
\ncooperates with international research company Synovate to
\nnominate brands that are eligible to receive Superbrand status.<\/p>\n
\"Synovate conducted a consumer survey through polling in four
\nmajor cities in Indonesia, with about 500 respondents, to find
\nthe nominees for the Superbrand awards this year,\" said Robby
\nSusatyo, the managing director of Synovate Indonesia.<\/p>\n
He said the nominated brands from different categories were
\nthen submitted to the Indonesian Superbrands Council comprising
\nexperts in the fields of media, advertising, branding and
\nmarketing for further assessment.<\/p>\n
Among the council's members are Daniel Surya, the chief
\nrepresentative of Landor Associates, Gunadi Sugiharso, the chief
\nexecutive officer of Initiative Media Indonesia, Hasnul Suhaimi,
\nthe president director of PT Indosat, Hermawan Kartajaya, the
\npresident of the Word Marketing Association, and Julius Pour, a
\nsenior editor at Kompas daily.<\/p>\n
The council decides which of the companies nominated by
\nSynovate met with the criteria and qualify to receive Superbrand
\nstatus.<\/p>\n
The Indonesian recipients of the Superbrand awards will be
\nincluded in the second edition of the Superbrand Book to be
\npublished by Superbrand Indonesia later next year. The book will
\nbe distributed to Indonesia's top 1,000 companies and to
\nSuperbrand's branches in 48 countries.<\/p>\n
The first edition of the book, published in 2003, included
\nIndonesia's 105 Superbrand award recipients.<\/p>",
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"sponsor": "Okusi Associates",
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