Superbrands’ second Malta programme was launched last Thursday to build on the successful first edition of 2009.

Superbrands was launched in the UK in 1994 and is now present in 87 countries.

Dubbed the independent arbiter of branding, Superbrands was launched in Italy in 2002 and has led to the production of four editions of brand bible, apart from three others on business to business brands, luxury and lifestyle brands and ‘Cool Brands’, and the latest edition to mark Italy’s 150th birthday.

Maurizio Comollo, country head, for Italy, Malta and Mauritius, said last Thursday there was further potential in the successful implementation of this branding concept in Malta.

Superbrands gave local brand owners the opportunity to stand out, with a seal of quality and value, bringing the islands’ top brands together and enabling them to build a significant advantage over their competition.

Brands, Mr Comollo said, were increasingly considered valuable business assets.

The first step in compiling a Malta and Gozo Superbrands brand bible had been accomplished with the appointment of a 10-member Superbrands council, chaired by former Culture Minister Francis Zammit Dimech.

Market research company Misco will be carrying out a survey on brand awareness in Malta and along with a shortlist of 1,200 brands from an initial list of 2,500 will produce a final list.

Each brand will be scored and will be whittled down to 350 brands; the highest scoring brands will earn themselves Business Superbrands status and will receive an award at a tribute event in late November.

Mr Comollo defined a Superbrand as “one that has established the finest reputation in its field. It offers customers significant emotional and/or tangible advantages over competitors which customers want, recognise, and are confident about investing in.”