…from a light, but very successful radio show… to a valuable instrument in business and a worldwide organisation!
Superbrands began in the UK in 1994 as a radio show on GLR (now BBC Radio London). This show aimed to give ordinary consumers an insight into the significant brands that touched upon their lives. Each show explored the origins of the brand, its current proposition and its future prospects.
After the success of the show, Superbrands Ltd. was founded in 1995 as a body that focused on promoting the discipline of branding and identifying and paying tribute to exceptional brands. At the time, it was not imagined that within only 13 years the organisation could have achieved such phenomenal success or be the global authority that it is today.
Following the first Superbrands Council voting and validation process, the most highly rated brands had their stories produced and their successes featured in the organisation's inaugural book. This publication featured brands ranging from international icons such as American Express and Coca-Cola to UK favourites like British Airways, and Cadbury. This trend of mixing international and local brands highly rated by the relevant national council still continues today.
16% of the brands from that first publication have qualified and featured in the 10th anniversary edition of Superbrands UK.
38% of the brands also continue to be members internationally.
Two further UK programmes, each increasing in size and stature, were competed in 1996 and 1997 before the first international programme book was published in Australia.
In 2000, following further investment, a sustained period of international growth ensued with Denmark, the United States, Hong Kong, Spain, France, Portugal and Sweden beginning programmes in that year alone. The current number of countries in which the Superbrands International Programme operates is 83.
The international operations run on a license basis, whereby local licences are awarded to experienced and highly qualified individuals; the Superbrands programmes either become their sole focus as they set-up a dedicated local company or a ring-fenced unit of their existing company.
Each operational head forms part of the international editorial board, they act as the gatekeepers to the Superbrands accolade and are responsible for the integrity of the programme and the creation of the local expert panel.
