Superbrands, an independent authority and arbiter of branding, has announced that it will host its annual tribute event to honour and recognise 43 of UAE’s strongest brands on June 18.

At the event, the authority will unveil the 15th edition of the much sought-after Superbrands book, which includes a two-page profile of each of the Superbrands.

Mike English, director, Superbrands Middle East, said: “Marketers have always had to juggle two seemingly contradictory goals: making their brands distinctive and making them central in their category.”

“While brand marketing builds trust through familiarity, trust makes it easier to nurture long-term relationships with customers while promoting brand loyalty. Being acknowledged as a Superbrand helps strengthens a brand's position, adds prestige and reassures consumers and suppliers that they are buying the best brand in its category,” he said.

This year will see Saud Salim Al Mazrouei, director of the Hamriyah Free Zone Authority and the Sharjah Airport International Free Zone Authority, join the Superbrands Council.

The appointment of Al Mazrouei acknowledges his efforts towards transforming both the Hamriyah Free Zone and the Sharjah Airport International Free Zone into two of the fastest growing free zones in the Middle East region.

The Superbrands Council scored more than 2,000 leading brands in the UAE and created a shortlist after which over 2,500 senior managers and marketing professionals were invited to vote for candidate brands.

The highest scoring brands have been chosen as Superbrands and only the brands that achieve the level of recognition set by the independent council are eligible for inclusion in the UAE book, which traces the history and achievements of each of the brands.

English continued: “Getting onto the list is both a prestigious accolade and an arduous task, where brands have to be voted for by our distinguished brand council members as well as by marketing professionals, who have voted through an online poll.”

“Participation in the book is by invitation only and acknowledges the inherent strength of the organisation and its brand value. This event is a true celebration of many of the country’s highest profile brands,” he added.

The Superbrands tribute event will see the UAE’s leading corporate heads in attendance and promises to live up to its global reputation of being the ‘Oscars of the Branding World’, it stated. – TradeArabia News Service