Superbrands India Ltd recently launched its second edition of Consumer Superbrands of India. This is the third project for Superbrands India, which was formulated in 2002 to promote the discipline of branding and pay tribute to outstanding brands in India.
This edition will see consumers participate in the scoring for identifying Superbrands. This is the first time in the history of Superbrands across the world that consumers have been involved in the process. Superbrands partnered with AC Neilsen for the online consumer research. AC Neilsen designed the strategy for the online consumer opinion polls and its analysis.
Further to this, the process of identifying the second edition of Consumer Superbrands was initiated by a three-week online scoring campaign on for consumers. It saw 13,085 people logging on www.superbrandsindia.com. Collectively they scored an average of four categories each comprising a further average of 10 brands per category. In this way more than half a million scores were registered.
The site had 169 product categories with 1,699 brands up for scoring. Audiences added another 92 brands (many of them regional brands) and two categories, which had a wide range from "Analgesics and Airlines" to "Edible Oils and Shampoos". Currently, the results are being validated.
Superbrands India Ltd, Managing Director Anmol Dar, said, "We are delighted to offer brand managers a peep into the consumers' mind. Their scoring will help determine which brands, in their opinion, deserve the Superbrands status. When the short-listing is complete a panel of brand management experts will further score these brands"
He added that the highest scoring brands would then be invited to participate in the second edition of India's Consumer Superbrands. From each category only one brand will be invited, the exception will be where the top brands have a score differential of less than half a point.
Superbrands recently completed its edition of the Business Superbrands of India, its second project here. The selection procedure, which spanned over a period of one year had a high profile 'Business Superbrands Council', which comprised 11 of the country's most significant business minds. The Business Superbrands were selected out of 92 categories and 834 corporate entities. These brands and their unique stories are profiled in a coffee table book, which will help professionals to understand what differentiates successful brands from ordinary ones.