Award Seal and Certificate

Brands with Superbrand status are entitled to use the Superbrands award seal on their packaging and in their advertising to show customers that they have achieved this recognition for their branding excellence (in the same way many companies expose ISO accreditation). Many of the world’s leading brands have chosen to advertise the fact that they have received Superbrand status, taking large advertisements in major local publications to do so. A certificate is also provided for display.

Leveraging the status

Many Superbrands are leveraging the status in various ways which are relevant to their business and markets.

International Marketing : Several companies who are involved in international expansion has used the Superbrand status in their international marketing. This works as a mark of reassurance to those customers not familiar with Sri Lankan brands.

Integrated Marketing : In a highly competitive market, one FMCG brand leveraged the status to differentiate itself from its competitors. This involved using the seal on the packaging and carrying out an extensive retail and consumer focused campaign to establish awareness. This strategy has been adopted by several other brands including service brands to different degrees.

Employee motivation : The Superbrand status has also been used to motivate employees to achieve a higher benchmark of service standards. This motivational tool is entirely internally focused through seminars and incentives. Employee training plays a significant part in those service organizations which have a high customer interface. And maintaining a higher service standard directly impacts the performance of the brand.

Value addition

As the organization which disseminates information and builds understanding on branding, Superbrand provides members with opportunities to learn more about this subject. The Company has had seminars and events throughout the year.

Some of the speakers which Superbrands have been privy to hear are Mr. David Haigh of Brand Finance, Mr. Alok Nanda of Alok Nanda Associates, Mr. Harish Bijoor and Prof. Atul Tandon of MICA Business School, India.