Award Seal Usage

EXAMPLES OFLEADING BRANDS AROUND THEWORLD USING THE SUPERBRANDSAWARD SEAL

Qualified and par-cipa-ng brands receive the ‘Superbrands Award Seal’ which promotes their ‘Superbrands Status’ in their adver-sing and marke-ng materials, website, social media and on their product packaging and outdoor marke-ng materials. The following pages feature many leading brands from around the world that have used the ‘Superbrands Award Seal’ over the last 30 years. Research by Nielsen, Synovate, Kantar, TNS, BDRC, YouGov, GKK and other leading interna-onal research companies have found that consumers are up to 80% more likely to purchase products or services displaying the “Superbrands Award Seal”. www.superbrands.com

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Proud to once again be voted the UK’s top airport brand 2017 Award in ‘Travel-Airports’ category by the “Consumer Superbrands” survey, voted for by an independent expert panel and a nationally representative sample of 2,500 British consumers

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At the ‘Oscars of Branding’ night, an event celebrating UAE’s strongest brands, many local brands, which include new entrants, have made it to the Superbrands list this year along with globally recognized brands. The winners range from FMCG brands to local family owned businesses and the event is attended by the Who’s Who of the corporate world. At a time when brands have invaded every aspect of a consumer’s life, what makes the conferment of the Superbrand status so special? Awards are an omnipresent phenomenon in the modern economy: there are few industries left where no awards of excellence are handed out. While some awards or titles may provide the winners with money and fame or other bene ts, others offer statuettes or other speci c privileges. Yet, an award’s signi cance is that it may function as a signal of quality that helps consumers and other players in the value system in their product selection process. While the effectiveness of awards in terms of increasing sales and, ultimately, market share has been the subject of much research, there is no denying that the composition of the jury selecting the award-winners is an important determinant of an award’s effectiveness. This is precisely why to be recognized as a Superbrand is seen as a litmus test by companies operating in the UAE. It is a powerful endorsement and evidence for existing customers, potential customers, the media, suppliers, investors and employees of each brand’s exceptional status. The fact that these brands are not only voted for by the distinguished Superbrand council members but also by 2,500 marketing professionals, who vote through an online poll, make it all the more valued and coveted. “The Superbrands programme has always relied on branding experts to score brands against given criteria to arrive at the  nal list of qualifying Superbrands in any given country,” says Mike English, Director, Superbrands Middle East. “This year we have changed the voting system to expand the scoring base from our 15 or so experts to a broader based system whereby the CEOs and Marketing Directors of all the candidate brands get to score all the other brands. “We take note of every brand available in all categories in any given country and that list contains thousands and thousands of brands,” he explains. “We have to bring this down to a manageable number so we discard very small brands or those brands that are in too much of a niche category to ever become Superbrands.” In the UAE this year, there were a total of 1,371 candidate brands that were shortlisted. These names were then given out to the Council members for individual scoring. However, the main difference this year has been that, at that stage, the list was also sent to the CEOs and Marketing Directors of all 1,371 brands who were then invited to score the other brands online. The brand which scores the highest points is awarded the accolade of ‘Brand of the Year’ at the Tribute Event. “The results we have seen this year from the new system has been fascinating as we have seen the “glamour” brands fall out of the list of qualifying brands and those brands which really mean something to individuals on a day to day basis have seen strong improvement,” says Mike. “Out of the 1,371 candidate brands just 72 became Superbrands this year. The ranking position of some brands, ADIB, for instance, has gone up by 11 places this year to number 34.” Only brands that achieve the level of recognition set by the independent Superbrands Council are eligible for inclusion in the Superbrands UAE book, which traces the history and achievements of each of the brands. Voting for Excellence The Tribute Event, organized by Superbrands UAE - the independent authority and arbiter of branding –to announce the ‘Brand of the year’ award in addition to launching the seventh edition of the Superbrands UAE book is a highly anticipated event in the business world. With companies investing signi cantly more resources in branding and creating brand value, that excitement is increasingly shared by the business community. VOTING 14 Superbrands 2011

Superbrands 2005 Endorsement Usage Guidelines Optimum usage (when special colours are available) PMS8160 CV (silver) Preferred usage (for 4 colour printing) CMYKGREY version Alternative usage (for 4 colour printing) CMYKBLUE version Alternative usage (for 1 colour printing) MONO version Alternative usage (for dark backgrounds) Reversed out version Please direct further questions to Katy Bienek at Superbrands on 0207 379 5359 or email katy@superbrands.org MINIMUMUSAGE SIZES The endorsement when used with the strapline must be at least 25mm measured horizontally across the widest part of the elipse.This is reduced to 20mm when used without the strapline. This is only a minimum,it can be used at any size above as long as no part of the endorsement is cropped or distorted in any way. The endorsement can be used without the strapline. The same colour rules apply. WITHOUT STRAP LINE

Media Coverage Country Date Publication Argentina 2005 Press Clippings 2

Media Coverage Country Date Publication Malaysia 2003 Press Clippings 1 Smart Reader® program has been awarded Superbrands Malaysia status. The auspicious ceremony was held during the Franchise International - Malaysia 2003 Showcase at Putra World Trade Centre (PWTC), Kuala Lumpur. The award was presented by YAB Datuk Seri Abdullah Hj Ahmad Badawi, Prime Minister of Malaysia (then Deputy Prime Minister of Malaysia), received by Dr. Richard Ong (the CEO of the Smart Reader® franchiser) and witnessed by Superbrands official. What Is Superbrand? A Superbrand offers consumers significant emotional and/or physical advantages over its competitors which (consciously or sub-consciously) consumers want, recognize, and are willing to pay a premium for. Who is Superbrands Malaysia? Superbrands Malaysia is an independent arbiter of branding. For nearly a decade, the Superbrands organization has been promoting the discipline of branding, and pays tribute to exceptional brands through its international series of publications. "The Best of Malaysia for the World" http://www.1srkids.com/2superbrands.htm

Media Coverage Country Date Publication Hong Kong 2003 Press Clippings 1 Jockey Club wins Top Superbrands Award as Hong Kong's most established brand 16 January 2003 Superbrands magazine awarded The Hong Kong Jockey Club its most important honour, the Overall Brand Achievement Award for a Hong Kong company or organisation. The Club Chief Executive Lawrence Wong accepted the award for the Club at a presentation Wednesday evening, January 15. The presentation was made by Victor Jeffrey, chief executive officer of Superbrands, at the Convention and Exhibition Centre. Superbrands said the Club embraces the brand values of quality and integrity as well as being totally consistent in how it promotes its brand. Earlier in the evening, the Club was presented with the "Brand Leader" award in the entertainment category, one of 13 category prizes awarded to Hong Kong organisations by Superbrands. Criteria for the Brand Award winners included goodwill, longevity, market dominance, customer loyalty and overall market acceptance. The judges weighed how the brand ranks in the minds of consumers, if the brand remains respected after a long period of time, whether the consumer trusts the brand and whether the consumer will pay a premium for the brand. The Overall Brand Achievement Award to the Club recognises "the brand is also famous in Hong Kong as a major contributor to the community and is Hong Kong's leading citizen in this regard." The Superbrands Award was established in 1994 and is now given in 17 countries around the world, plus Hong Kong. http://www.hkjc.com/english/corporate/racing_news_item.asp?in_file=/english/news/new s_200301164202.htm

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Media Coverage Country Date Publication Hong Kong 2002 Press Clippings 2 For nearly a decade, the Superbrands Organisation has been responsible for the selection of great brands, which it awards 'Superbrand' status. It also publishes a series of books throughout the world paying tribute to these brands. Currently there are 17 country editions featuring over 900 individual brands. End/Friday, November 8, 2002 http://www.info.gov.hk/gia/general/brandhk/1108110.htm Jockey Club Receives "Superbrands" Award for Brand Recognition 30 October 2002 Superbrands, a book published in 17 countries, honoured The Hong Kong Jockey Club yesterday (29 October 2002) by marking the Club's attention to its brand identity. The Club is one of only 900 organisations and companies in the world and among the first in Hong Kong to receive such notice in the history of the award. Mr Victor Jeffery, chief executive officer of Superbrands, presented a certificate to Jockey Club Chief Executive Mr Lawrence Wong in a ceremony at Happy Valley Racecourse. An article explaining how the Club nurtures its brand image will appear in a future issue of the Hong Kong edition of Superbrands. The Club was selected for the honour by a panel of ten senior corporate executives in Hong Kong. The panel looked at market position, longevity of the brand, the extent of good will and loyalty of the customer and overall market acceptance in making the award. The book presenting The Hong Kong Jockey Club and other Hong Kong brands to a worldwide audience will be available early next year. Like other Superbrands publication around the world, it will be read and collected by a wide range of Hong Kong and foreign corporate executives, journalists, advertising agencies, five-star hotel executive lounges and business class lounges of airlines around the world. http://www.hkjc.com/english/corporate/racing_news_item.asp?in_file=/english/news/new s_200210303460.htm

Superbrands Singapore Award Presentation 2002

RESEARCH Qualified and par-cipa-ng brands receive the ‘Superbrands Award Seal’ which promotes their ‘Superbrands Status’ in their adver-sing and marke-ng materials, website, social media and on their product packaging and outdoor marke-ng materials. The following pages feature many leading brands from around the world that have used the ‘Superbrands Award Seal’ over the last 30 years. Research by Nielsen, Synovate, Kantar, TNS, BDRC, YouGov, GKK and other leading interna-onal research companies have found that consumers are up to 80% more likely to purchase products or services displaying the “Superbrands Award Seal”.

Singapore Consumer Research 2023 Portugal Research 2023 UK Research 2022 Singapore Consumer Survey 2022 UK Superbrands 2021 Nigeria Kantar Research 2021 Singapore Consumer Survey 2019 UK Consumer Superbrands 2018 UK Business Superbrands 2018 UK Consumer Superbrands 2017 UK Business Superbrands 2017 Singapore Consumer Poll 2017 Marketing Research Singapore 2017 Turkey GFK Research 2014 Superbrands Hong Kong 2012 Superbrands Singapore 2012 UK Research YouGov 2006 Superbrands Asia Research 2005

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