To me, a Superbrand is one that endures the test of time or generational changes and elicits irrational responses from
the heart. These are brands you love, you wear them on your sleeve with pride or élan, you trust them, you are willing
to forgive their mistakes and you can’t live without them!
Taking a brand to a Superbrand and keeping it there, takes toil, nurturing care and effort. At Unilever, brands like
Dove, Lifebuoy, Knorr, Brooke Bond Red Label, Kissan were built and nurtured painstakingly by generations of
marketers, ensuring that they met and anticipated people’s needs in a constantly evolving world.
Increasingly, in a world today that has become attention-deficit prone and volatile, it becomes imperative for brands to
communicate with honesty and transparency, meet or even better, exceed the promises they make; not once, not
several times, but consistently. Brands that make it their business to do genuine good, transform our lives and the
environment for the better, acting like the guiding beacon of a lighthouse, will always triumph and endure.
This Superbrands compendium with its brilliant brand stories should serve to inspire students, marketers, media
experts and businesses alike on how to sustain and build similar towering lighthouses of the future.