UAE superbrands set for honours

The UAE’s top brands are to be recognised on Monday at the 'Oscars of branding' as Superbrands unveils its 2007-2008 honours list in Dubai.

The independent branding authority will announce the winner of its ‘Brand of the Year’, and reveal its latest Superbrands book, which traces the history and achievements of some of the UAE’s strongest brands.

The coffee-table book includes a two-page profile of each brand, selected by a panel of experts.

The organisation said it had awarded Superbrand status to 68 brands in the UAE, after reviewing 800 businesses in the Gulf state.

A Superbrand is defined by the body as a brand which offers consumers “significant emotional and/or physical advantages over its competitors which (consciously or subconsciously) consumers want, recognise and are willing to pay a premium for”.

“The UAE has some of the strongest and most recognised brands in the world,” Mike English, director of Superbrands Middle East, said in a statement.

“The brands featured in the book range from corporate giants to FMCG brands. We are happy to see so many of the UAE's strongest home-grown brands included in the book alongside key international brands."

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