Superbrands Malta’s 2017 programme has been launched with the aim of becoming the focal point of local branding and to create a high-level community – the Club of Excellence – of marketing and communications executives. The Malta Superbrands Council was also announced during the launch, chaired by Economy Minister Chris Cardona. The other members are Emanuel Said, head of the University of Malta’s Marketing Department, Vanessa Bajada, head of research at Business Leaders Malta; Anton Borg, president of the Malta Chamber of Commerce, Enterprise and Industry; Michael Grech of the Gozo Business Chamber; Diane Izzo, CEO and founder of Dizz Group, Peter Grech, CEO and founder of BRND WGN; and Malcolm Naudi, managing director at MJN Communications.
Superbrands Malta country head Barbara Picollo outlined the new strategy that is driving the project: a permanent local presence through the appointment of a locally-based project manager, Pawlu Portelli, and a continuous effort to ensure that those who join the programme will get maximum benefit from it.
Emphasis will be placed on the Superbrands ‘Golden Seal’, a clear and prestigious recognition of the quality of the brand that can be displayed in all the marketing and communications materials.
Regular activities will be organised for the Superbrands Club of Excellence, including talks, seminars and networking events, dedicated to the marketing and communications executives of the qualified Superbrands.
Superbrands enables brands to create greater value
Sergio Tonfi, editor and promoter of Superbrands Italy, who was in Malta for the launch event, said discussion online about brands is today a 24x7 reality and pointed out the need for a brand to become “relevant” in people’s life and consequently recognised as “super”.
“Brands today have a new role,” he said. “They may not lead the discussion but they must listen, make sure they are a part of it and inspire people.”
“Superbrands,” Mr Tonfi added, “enables brands to create greater value, distinguishes them from competitors and helps them to become more loved and desirable in the market.”
Ultimately, brand excellence elevates them to the next level and leads to greater relevance and self-confidence, creating long-term emotional bonds and client engagement.
Business Leaders Malta have been commissioned to conduct market research that will produce a list of potential local Superbrands, who in turn will be invited to join the programme that includes the publication of a high-quality coffee table book, worldwide considered as ‘the brand bible’, and leads up to a Tribute Event in which all the local Superbrands will receive the Superbrands Awards (including the prestigious ‘Superbrands of the Year’, the ‘Marketing and Communications Manager of the Year’ and the ‘Superbrands Pop Award’) for the most popular brand on social media.
The global Superbrands organisation, founded in UK in 1994, operates independently in each country. It aims to identify brands that perform above and beyond other brands within their respective categories. Only brands that are rated highly for different qualifying elements are eligible for inclusion in the Superbrands programme.