Superbrands India Ltd has announced its first Business Superbrands in the B2B (Business2Business) domain. These were selected out of 92 categories and 834 corporate entities.
The 60 Indian Business Superbrands include: ACC, Alfa Laval, Bennett Coleman & Co, Bharti Tele-Ventures, Citigroup, CNBC-TV 18, DHL, Franklin Templeton, GAIL, Gujrat Ambuja Cements, HDFC, HSBC, Indian Oil, Indiatimes.com, Living Media, Macmillan India, NSE, NIIT, SBI, and TV Today Network, among others.
“Bill Colegrave, International Director, Superbrands, said, “Brands have been called the crown jewels of capitalism. They are what drive economies. It is our privilege at Superbrands to celebrate the great successes that new and old economies have in creating and developing these brands. That is what makes it such an exciting business. I congratulate Superbrands India for successfully accomplishing the task of identifying the Business Superbrands of India.”
This was the second project for Superbrands India, which accomplished the task of identifying the first 101 Consumer Superbrands of India in September 2004.
The selection procedure, spanning over a period of one year, had a high profile ‘Business Superbrands Council’, which comprised 11 of the country’s most significant business minds – Anmol Dar, Chairman of the Council; Mukesh Ambani, Chairman & Managing Director of Reliance Industries; Gurcharan Das, former CEO of Procter & Gamble; R Gopalakrishnan, Executive Director of Tata Sons; Naina Kidwai, Deputy CEO of HSBC; K N Memani, former Chairman of Ernst & Young; Sunil Bharti Mittal, Chairman & Group Managing Director of Bharti Enterprises; Nandan Nilekani, CEO, President & Managing Director of Infosys Technologies; Deepak Parekh, Chairman of HDFC; M S Ramachandran, Chairman of IOC; and Subir Raha, Chairman & Managing Director of ONGC.
According to Anmol Dar, “Since Superbrands does not evaluate brands on the basis of tangible parameters such as sales, profitability or distribution strength, our task is a little more complex. We look at the intangibles, relationships between brands and their audiences and, therefore, need to rely on the opinions of experts.”
“In lieu of the changing environment of India from commodity culture to a culture prompting brands, the book will help professionals to understand what differentiates successful brands from the ordinary ones, “added Dar.
Indiatimes.com is partnering Superbrands India in presenting the Business Superbrands. Mahendra Swarup, CEO, Indiatimes said, “It is inspirational to put things together. It is always that business brands go unrecognised as consumer brands are spoken about. So this sets a new benchmark and sets a new objective.”
Superbrands is an independent authority and arbiter of branding around the world where it exists to promote the discipline of branding paying tribute to exceptional brands. The Superbrands organisation was originally set up in London nearly a decade ago and now has 45 countries as it members.