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The Consumer Superbrands online survey conducted in India
recieved participation from 13,085 respondents, providing
more than half million scores over a period of four weeks.
AC Nielsen, market research agency partnered the group for
evaluating and complialtion of the results of the web-based
selection process.
"By allowing consumers to participate and provide their
insight on brands of their choices, Superbrands India has
successfully established a new paradigm and precedent, where
a healthy mix of popular validation or endorsement and thorough
brand logic provided by marketing and brand experts have helped
in bringing to us this new edition of India's leading brands
as Superbrands," adds Dar.
The proces of shortlisting involves three stages of selection,
the first having been that of consumers themselves, followed
by a two-stage evaluation, short listing and reselection of
brands by the members of the Council for Consumer Superbrands.
The final selection of 206 brands across 162 categories for
the final invitation stage was concluded, of these 91 have
participated.
This second edition of Consumer Superbrands has two unique
features, which allows only one brand per category to be selected
and invited, in order to avoid an explouitation of the status
given. However, in thevent of two brands battling it out for
the top spot with a half point difference between them both
brands from the same categry are named Superbrands. The other
feature was the introduction of the Member Exchange System
to create a network among participating companies across the
world so that they could conduct business amongst each other.
Among the brands that have earned a Superbrand status this
year are The Hindu Group, Park Avenue, Anchor Switches, Jockey,
Prestige, Yellow Pages, Real Juice, Canon, NDTV24x7, Aquaguard,
The Times of India, The Economic Times, Blue Dart, Bournvita,
Cadbury's Dairy Milk, ColorPlus, Crompton Greaves, DHL, Exide,
Good Knight, Hutch, Airtel, Kerala Tourism, LIC, SBI, Raymond,
Servo, Shoppers Stop.
Dar added, "Superbrands in its role as a brand arbiter,
has been very successful in helping professionals understand
the success, the brand mindset, culture and the story of each
brand, and in identifying what sets Superbrands apart from
others. Each Superbrand has its unique story to tell, and
we help them in doing that."
This year the Council members for the Consumer Superbrands
title included experts and executives from corporate India,
advertising and marketing such as Rajeev Bakshi, Chairman
Pepsico India Holdings, Nabankur Gupta, Member of the Board
and Advisor Raymond Industries Ltd., Colvyn Harris, President
and CEOJ Walter Thompson, Vineet Jain, Managing Director Bennet,
Coleman & Co., Shantanu Khosla, Managing Director Procter
& Gamble, Dr. Vijay Mallya, Group Chairman United Breweries,
Pawan Kant, Munjal Managing Director Hero Honda Motors, Sanjay
Nayar, CEO India & Area Head Bangladesh, Nepal & Srilanka
Citigroup, Partha Rakshit, Managing Director, AC Neilsen ORG-MARG,
Chander Mohan Sethi, Chairman & Managing Director Reckitt
Benckiser.
As announced by Dar, the Council Members for the second edition
of the Business Superbrands title for 2007-2008 is as follows:
O P Bhatt Chairman of State Bank of India
V C Burman Chairman of Dabur India
Deepak Chhabria Managing Director of Finolex Cables
Suresh Goklaney Managing Director of Eureka Forbes
Habil Khorakiwala Chairman of Wockhardt
N Murli Managing Director of The Hindu
Deepak Puri Chairman & Managing Director of Moser Baer
Ashok Sinha Chairman & Managing Director of Bharat Petroleum
Corporation
R K Somany Chairman & Managing Director of Hindustan Sanitaryware
& Industries
T S Vijayan Chairman of Life Insurance Corporation of India
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