Asian Brand Tracking Partnership

Brand rankings publisher Superbrands International today announced its collaboration with media and entertainment company Discovery Networks Asia, and Synovate, on a two-prong consumer survey to identify and define Asia's most highly regarded brands.

The new survey will be known by the acronym 'TEST' which stands for 'The Elite Superbrand Tracker'. One part of the survey will generate nominations for 'Superbrands' from the general population in each country and the other will select Asia's Luxury Brands.

Superbrands publishes showcases in 26 countries, featuring the strongest local brands alongside international brands. Asian countries include Malaysia, Indonesia, Philippines, Hong Kong, China, India, Singapore and Australia. Superbrands is owned by Asian Integrated Media (AIM).

The new alliance is described as 'an additional value-added undertaking by Superbrands to recognize and reward brands that are achieving exceptional consumer recognition and celebrate their success'.

Group MD for Superbrands Peter Jeffery explains that for the last twelve years, country-centric Superbrands Councils consisting of luminaries from the branding and media industry have assessed each brand based on a strict set of criteria. The latter are market dominance, longevity, customer loyalty, goodwill and overall market acceptance. 'With this partnership, there is ... an additional hurdle that brands have to clear first... it adds a more defined and focused consumer evaluation to our current selection process', explains Jeffery.

'The Superbrands in each country will also be given a brand health audit for their brand in that market. This takes our Superbrands project from being a mere brand recognition programme to also be a brand health monitoring tool'.

Anthony Dobson, Vice president, Research and Strategic Planning, Discovery Networks Asia, stresses his company's commitment to research as an essential tool. 'Most of our advertisers are also targeting elite audiences, who are core Discovery Channel viewers. TEST will be a useful and effective tool for our clients to gain deeper insights about their consumers and help them track the status of their brands in the minds and hearts of our viewers'.

Discovery Networks Asia reaches a cumulative subscriber base in excess of 176m people across 22 countries in Asia Pacific via three channels. It is part of Discovery Communications Inc., which has more than 950 million cumulative subscribers in 155 countries and territories.

Steve Garton, Media Director at Synovate Hong Kong, said the introduction of a consumer research layer in the brand selection process would ensure the awards remained credible and valuable for marketers across the region. 'By monitoring brands across the general population - as well as the more affluent consumers - we will be able to give marketers a report card on the health of their brand. They will be able to assess the progress of their brands throughout the region and, over time, will see trend information'.

Synovate will also offer special analytical reports to marketers who want to understand their competitive positioning in greater detail.

Country web sites for superbrands can be accessed via a gateway page at www.superbrandsinternational.com

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.

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