UAE companies join ranking of elite brands

Dubai Duty Free

• Brands undergo a strict selection process to be listed
• 74% of consumers surveyed would be more likely to buy a Superbrand

UAE businesses including Adnoc, Dubai Duty Free and RAK Hospital have been recognised by the organisation that ranks elite brands around the world.

Superbrands UAE welcomed its latest cohort of 29 brands, which also included Al Rostamani Group, Aster DM Healthcare, Hamriyah Free Zone Authority, Nando’s and Tabasco.

The chosen few were selected from thousands of brands from across the country.

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Initially launched in the UK in 1994, Superbrands now operates in 92 countries and has been active in the UAE since 2001. It accepts no advertising or sponsorship.

Every brand operating in the country is listed before an initial cull, which eliminates any names that are considered ineligible. The second stage then involves an online voting process from senior marketing directors of all the brands, who are instructed to look at brand quality, reliability and distinction.

“We end up with a voting panel of 3,000-3,500 marketing professionals and they are the ones that actually choose,” said Superbrands UAE managing director Mike English.

Once a brand scores 80 percent or more of the total possible marks, it goes to the council members, who sift through and make the final decision.

“You can’t apply to be a Superbrand, you’re chosen,” said English, who revealed that retail and food and beverage brands were the most common names to make the list.

The chosen are able to display the Superbrand logo, are entered into the annual book of Superbrands and are recognised at an annual gala dinner.

According to research from Nielsen, which measures audience insights, data and analytics, across 48 countries, 74 percent of consumers who recognised the Superbrands name claimed to be more likely or much more likely to buy the products or services associated with the Superbrands award logo.

English added: “Also, in today’s market, where it’s getting more and more difficult to recruit really good people, if you use your Superbrand status it is an indication of the way you treat your staff as well.”

Dubai Duty Free has attained Superbrand status every year since it was launched in the UAE 22 years ago.