"TEST" for Superbrands Asia
17 September 2003
HONG KONG — SUPERBRANDS International today announced its collaboration with Discovery Networks Asia, the leading real-world media and entertainment company and Synovate, a global market research firm. The organizations willwork together to identify and define Asia's most highly regarded brands.
A two-prong consumer survey will be conducted regionally, one to assess the general population for nominating "Superbrands" in every country and another survey to select Asia's Luxury Brands. This alliance is an additional value-added undertaking by Superbrands to recognize and reward brands that are achieving exceptional consumer recognition and celebrate their success.
Speaking at a signing ceremony between the three entities, Peter Jeffery, Group Managing Director for Superbrands explained, "Historically for the last twelve years, across twenty-six countries, we have had a country-centric Superbrands Council made out of luminaries from the branding and media industry who assess each brand accordingly to a strict set criteria of market dominance, longevity, customer loyalty, goodwill and overall market acceptance."
"With this partnership, what is essentially incorporated is really an additional hurdle that brands have to clear before they are qualitatively assessed by each particular country's Superbrands Council. This pertinent inclusion of a more defined and focused consumer evaluation to our current selection process benefits the branding industry as a whole. Each country-specific Superbrands book will feature all the brands selected via this process and this in turn reaffirms the dominance and popularity of, either an international or a home grown brand in a particular country and even propagate local home grown brands to the global front," he said.
"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," said Jeffery.
"Discovery has always been committed to providing our consumers with the highest quality, real-world entertainment, and we will continue to invest heavily in research because it is an important tool for us to track our performance and offer our viewers what they want to watch," said Anthony Dobson, Vice president, Research and Strategic Planning, Discovery Networks Asia. "Our clients rely on the unsurpassed quality of our brands and programming to further their business and strengthen customer loyalty."
In explaining the mechanics of this consumer survey, which is summarized by the acronym "TEST", Anthony stated "TEST" means "THE ELITE SUPERBRAND TRACKER". He added, "Most of our advertisers are also targeting the affluent adult 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."
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," he said.
Synovate will also offer special analytical reports to marketers who want to understand their competitive positioning in greater detail.
"Asia Pacific's marketers are operating in a region on the cusp of economic recovery and information like this will help them seize opportunities and adjust strategies according to consumer sentiment," Mr Garton said.
Contact(s) for this press release
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Jessinta Joseph
PR Director-Asia Superbrands International |
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Telephone: +603-6203 1500 |
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Henrietta Sung
Marketing Manager |
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Telephone: +1 416 964 6262 ext. 165 |
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About Superbrands International
The Superbrands Organisation, founded in London in 1992 by Marcel Knobel, has featured thousands of brands and their success stories in over 26 countries, with 3 more additional countries to be included by the end of the year. It is now in its seventh year in Asia covering countries like Malaysia, Indonesia, Philippines, Hong Kong, China, India, Singapore and Australia. The Superbrands publication in all these countries showcases the strongest local brands alongside international brands, elevating homegrown brands to an equitable stature as other global icons. The Superbrands publication is run by its parent company Asian Integrated Media (AIM) which also does custom publishing and media representation across the region.
About Discovery Networks, Asia
Discovery Networks Asia (DNA), launched in 1994, reaches a cumulative subscriber base in excess of 176 million. DNA's portfolio comprises three channels across 22 countries in Asia Pacific; Discovery Channel, Animal Planet and Discovery Travel & Adventure. Programming is customized into eight languages and broadcast on 13 unique feeds.
DNA's parent, Discovery Communications Inc., is the leading global real-world media and entertainment company, which runs 14 unique TV brands. Launched in the US in 1985, the company now operates in 155 countries and territories with more than 950 million cumulative subscribers. DCI also consists of Discovery.com, Discovery Consumer Products and Discovery Channel retail stores. DCI is privately held; ownership consists of four shareholders: Liberty Media Corporation (NYSE: L), Cox Communications, Inc. (NYSE: COX), Advance/Newhouse Communications and John S. Hendricks, the Company's Founder, Chairman and CEO.
About SynovateSynovate, the market research arm of Aegis Group plc, generates consumer insights that drive competitive marketing solutions. The network provides clients with cohesive global support and a comprehensive suite of research solutions. Synovate employs over 6,000 staff across 62 countries.
For more information on Synovate visit www.synovate.com.