(Originally written following the publication of Superbrands 2014, then handed between editors until it was too late to publish. Points still valid though..)

The annual Superbrands list is a fun one. Unlike some brand lists/‘indexes’ that are based on complex, notably opaque, brand equity models; models which often employ statistical calculation bordering on voodoo, it simply turns to the public with a list selected by experts and asks them about their perceptions.

Once a long list is selected by industry experts, participants are asked to consider which brands are ‘Superbrands’. A Superbrand being a brand which has established ‘the finest reputation… [and] offers customers significant emotional and/or tangible advantages over other brands, which (consciously or subconsciously) customers want and recognise.’ In addition, they are asked to judge the brands against the factors of quality, reliability and distinction.

To answer those questions, participants have to fall back on their own perception of brands, and, arguably, also their perception of the perceptions of brands. With that in mind, it’s interesting to try and figure out the reasons behind the movements in the ratings. Since we’re in a perception-led territory, it makes one look back at the passing year and try to deduce how events, communications and the general zeitgeist banded together to create such an impact.

If I had to summarise the lesson for brands from this year’s results it would be ‘no brand is safe, but it’s never too late.’ Continue reading →