Superbrands is the most respected independent global authority in the area of evaluating and awarding commercial brands. It has been awarding the best of the best brands in 88 countries for 20 years now on the basis of defined criteria and methods.
The Superbrands title is a sign of special status and recognition of a brand’s excellent position on the local market. The Superbrands seal is awarded only to brands with an exceptional reputation – customers always connect significant values with such brands and have a personal relationship with them. Individual brands cannot register with the Superbrands program. The nomination is derived from a database of all registered commercial trademark brands. The company Bisnode, the world’s leading provider of business information, creates a list of nominated candidates from its databases.
The next step is consumer research, one of the most important elements of the selection process. In the course of this survey, based on familiarity and popularity, GfK narrows the selection of nominations down and creates a list of semi-finalists. The Brand Council jury then has the final say in awarding the titles each year.
The Brand Council is the expert authority for the Superbrands program. The jury is made up of professionals from the business, communications, marketing, media and marketing research sectors and evaluates brands based on pre-defined criteria, such as brand familiarity, brand building, innovation and prestige.
Rajo, a.s., won two awards in 2014: for the Rajo brand itself and for communication of its Acidko brand. In 2015, the company defended its title with the Rajo brand.