Casino Filipino, Petron lead new additions to ‘superbrands’ in RP

More than 10 new companies have been identified as among the best and strongest brands in the Philippines by Superbrands Philippines, an independent arbiter of branding for nearly a decade.

Superbrands, which also has a strong presence in London, Dublin, Paris, New York and Dubai, follows a standard set of criteria of what makes a brand the absolute representation of goods and services.

Among these companies are Casino Filipino, Chinatrust Phils., Gillette Phils., Phillip Morris, Petron Corp., Megaworld Corp., Philips, Sterling Paper, Triumph, McDonalds, Nokia, and Handford.

Superbrands general manager Karl Mclean said these brands met the stringent criteria of market dominance, longevity, goodwill, customer loyalty and overall market acceptance based on the evaluation of an eight-man council.

Founded in London in 1992 by Marcel Knobel, Superbrands has featured thousands of brands and their success stories in over 26 countries. It is now on its seventh year in Asia covering countries like the Philippines, Malaysia, Indonesia, Hong Kong, China, India, Singapore and Australia.

Mclean said each country has it Superbrands council that evaluates brands based on a stringent set of criteria. The council regularly reviews the catalogue of leading brand names and grades each brand carefully, considering its market achievements and brand strengths.

A local Superbrands council is organized yearly to determine which of the most respected brands will be part of the elite circle of Superbrands.

Mclean said based on research, consumers are prepared to pay a significant premium for branded products.

Since the council was first established in the country in 1994, 77 of the best brands in the Philippine market – including industry leaders SM, Philippine Long Distance Telephone Co., Coca-Cola, Bank of the Philippine Islands, Sony and Unilever – have been honored.

Mclean said Superbrands continues to be on the lookout for additions to its growing list. It regularly reviews the catalogue of leading brand names and grades each brand carefully considering its market achievements and brand strengths.

With the council representing leader from various sectors, a Superbrands citation is a coveted proof that a brand is among the finest in the world.