According to the Superbrands methodology,
"A Superbrand is one that has established the finest reputation in its field. It offers customers significant emotional and/or tangible advantages over its competitors, which (consciously or sub-consciously) customers want, recognise and are confident about investing in. Business Superbrands are targeted at businesses and organisations (although not exclusively so). Business Superbrands must represent quality, reliability and distinction.”
All council members were asked to asses each brand, on a scale from 1-10 points (10 = very high, 1 = very low), based on their personal perception and instinctive feel of a brand’s strength on the Romanian market. In particular, they are kindly asked to consider the following factors, when grading a brand:
Reputation & Prestige
They are asked to score a brand (from 1-10) taking into account their personal impression on the brands reputation on the market.
Quality
They are asked to score the brands (from 1-10) on their personal impression and experience of a brand’s products and services quality.
Reliability & Trust
They are asked to score a brand (from 1-10) taking into account their trust in brand’s keeping its promises, the reliability coming from the brand’s lengths of time on the market and its customer focus.
Can the brand be trusted to deliver consistently against its promises and maintain product and services standards?
Distinction
They are asked to score a brand (from 1-10) taking into account if a brand distinguishes itself from its competitors in ways that are visible, matter deeply and are valued on its market, achieving customer’s loyalty.
Is the brand well known in its sector?
Is it suitably differentiated from its competitors?
Does it have personality and values that make it unique within a market place?
Council members were invited to vote a list of more than 2,000 brands across 46 business categories and individually award each brand. Council members were not allowed to score brands with which they have a direct association or are in direct competition to. The combined scores of the Superbrands Council members generated an overall rating which becomes the basis for the qualification .The lowest-scoring brands are eliminated, whilst only those highly rated, approved and validated by the independent Superbrands Council are eligible to be awarded the Business Superbrand status and further be invited to join the programme.
