JEDDAH, 14 February 2007 — National and international brands in Saudi Arabia now have an opportunity to earn the status of superbrands and feature themselves in a colorful book dedicated to the Kingdom to be published by year-end, Mike English, director of Superbrands Middle East and North Africa, said in a presentation followed by a press conference at the Marriott Hotel here yesterday.
“The new and strategic role of branding has remolded the whole concept of branding. Today, brand building no longer constitutes a mere manipulation of the consumer’s perceptions and desires, but it is a creation of a system that on the one hand makes promises and arouses anticipations, while on the other hand delivers and realizes the promises that it makes,” he said.
“Successful branding differentiates your brand from all the others. It makes the buyer believe that there is no firm, product or service quite like yours. The more distinctive the brand , and its brand identity, the less likely a client will accept a substitute.”
The Superbrands organization is acclaimed worldwide as being an independent authority and arbiter of branding excellence and is committed to paying tribute to exceptional brands and promoting the discipline of branding.
“The work we do at Superbrands is recognized through our books, events and awards programs, Internet sites, research and through significant international media. There are now Superbrands councils in most of the European countries, Asia, the Australian subcontinent, the United States and now in the Middle East. The Superbrands program consists of books and tribute events.”
Riaz Mulla, general manager of ATEICO Communications, which represents Superbrands locally, said the Superbrands organization, which was originally set up in London in 1994 where it published the first Superbrands book, was acclaimed worldwide as being an independent authority and arbiter of branding excellence.
