Superbrands, the independent authority and arbiter of branding, has honoured 33 brands from the UAE at the 19th annual Superbrands tribute event, held on September 28 at the Intercontinental Hotel, Dubai Festival City.
The awarded companies include retail brands such as Aldo, Arakkal Gold & Diamonds, Captain Oats, Crocs, Dubai Duty Free, Forest Essentials, Tommy Hilfiger and Skechers.
With over 2,000 brands in the UAE competing for the Superbrands title, only 33 scored more than 80 per cent of the total possible marks.
The selection process involved polling by the Brand Council and online voting, reaching out to almost 2,000 senior managers and marketing professionals.
The criteria evaluated covered market presence, customer perception, innovation and the overall impact created by the brand.
Director of Superbrands Middle East, Mike English, said: “It is crucial for brands to stay relevant in an ever-competitive market, where it is often hard to successfully retain brand loyalty.
“Customers are often easily swayed or overwhelmed by various market options, and are quick to spend on companies that they are not only familiar with but also feel a lasting value and connection with.”
The Superbrands organisation was originally set up in London in 1994 where it published the first Superbrands book. Since then, it has expanded its operations to 93 countries including the UAE, Saudi Arabia, Turkey, France and the US.
To date, over 43,000 individual brands have been featured worldwide.
“It is now more important than ever for brands to forge a lasting bond with their customers, and that is a trait that every one of our Superbrands proudly exhibits. All our Superbrands share the winning combination of a customer-driven attitude and a strong business mindset. This is something that has worked well for each of the brands on our shortlist, and it has led them to enjoy deeper customer satisfaction and meaningful engagement,” added Mr English.
