With the announcement of Business Superbrands 2005, the race is on among top Indian corporates to vie for these awards - best known as Branding Oscars. Business Superbrands will identify and felicitate the strongest corporate brands in the country. Considered to be the Oscars in Branding, the Superbrand status is highly sought after amongst the corporates across all 39 countries, where Superbrands operates in. The number of business categories for scoring in India is fixed at 101, and the number of brands under them is approximately 750.
Launched in 1994, initially as a radio programme, Superbrands is a concept developed by the UK-based Marketing Guru Marcel Knobil, who is also the founder of Superbrands Organisation and the former chairman of the Superbrands Council, UK. The organisation was established to promote excellence in branding and the discipline of branding as well. It has been tracking the branding phenomenon for the past 10 years and maintains councils in 39 different countries. Some of these locations are: Australia, France, Germany, Holland, Hong Kong, Italy, Malaysia, Philippines, USA, Singapore, Spain, UAE, Indonesia, Ireland, Egypt, Denmark and India - each of which regularly host events to pay tribute to the year's best-performing brands. It is an independent authority and arbiter of branding. It promotes the discipline of branding and pays accolade to exceptional brands.
A galaxy of corporate luminaries forms part of the newly constituted Business Superbrands Council. The council would judge the competing companies. The list of Indian corporate biggies includes Anmol Dar, Chairman of the Council, Mukesh Ambani, Chairman and Managing Director, Reliance Industries, Gurcharan Das, former CEO, Procter & Gamble, R Gopalakrishnan, Executive Director, Tata Sons, Naina Kidwai, Deputy Chief Executive Officer, HSBC, KN Memani, former Chairman, Ernst & Young; Sunil Bharti Mittal, Chairman and Group Managing Director, Bharti Enterprises, Nandan Nilekani, CEO, President and Managing Director, Infosys Technologies, Deepak Parekh, Chairman, HDFC, MS Ramachandran, Chairman, Indian Oil Corporation and Subir Raha, Chairman and Managing Director, ONGC.
Meanwhile, Superbrands India has announced the launch of inaugural Consumer Superbrands of India 2004 book.
Our typical marketing budget is usually 10 per cent of the topline spend