In early February, Superbrands, an independent programme, announced a list of the best brands in the Czech Republic. This year marked the 3rd annual evaluation of the best brands on the Czech market. DEFEND brand was awarded the ‘Czech Superbrands 2015’ by both consumers and the panel of experts from the Superbrands Brand Council.
One of the main goals of Suberbrands Czech Republic is to introduce both expert and wider public to history of the most popular brands and theirs success. This is done based on independent customer preferences and evaluation of professional jury that is formed by the best experts from the area of communication, media, patents, branding, PR and marketing. They use criteria such as awareness of the brand, customer loyalty, reputation and tradition.
Superbrands is not a contest that you can sign up. The brand must be nominated on the basis of business results. And therein lies its exclusivity. Evaluation and nominations of brands take place based on identical criteria, today in almost ninety countries all around the world including Czech and Slovak Republic. In the Czech Republic system of selection of brands takes place in four stages. First Czech Patent Office released database of app. one million registered trademarks of which fifty thousand the most respected names were set aside. Afterwards Swedish company Bisnode, specialized in gaining business information, made closer selection of two thousand brands. With this list research agency GfK made a survey among consumers about awareness of selected brands. Based on this survey the selection was narrowed to 1000 most known brands of which Superbrands jury chose the finalists.
The goal of the program is clear - to introduce not only expert but also wide public with history of the most popular brands.