Dubai Duty Free was named the title Brand of the Year for the second year in a row at the seventh annual awards event hosted by Superbrands, an independent authority and arbiter of branding excellence.

Fifty two other leading UAE brands were also awarded ‘Superbrands’ status at the 'Oscars of Branding' evening, which was attended by the country's most prominent senior business, marketing and branding executives.

“We are happy to announce that Dubai Duty Free has once again won the much coveted ‘Brand of the Year’ award for 2011 by scoring the highest points amongst all the brands that were nominated,” said Mike English, director, Superbrands Middle East.

“Dubai Duty Free has taken a relatively small local business and turned it into one of the most trusted and recognized brands internationally. That is real genius and the brand continues to innovate. We would like to congratulate them on this feat and wish them even more success in the coming year. I can't wait to see the next chapter in the book,” he added.

Over the past twenty seven years, Dubai Duty Free has received more than 160 national and international awards in recognition of its customer service, trend-setting retail initiatives and marketing. Dubai Duty Free, which achieved record sales of $1.27 billion in 2010, has been acknowledged as the largest single duty free operation in the world.

“Despite the global economic slowdown, Dubai Duty Free has overcome the challenges faced by the global airport retail sector with its innovative promotions and initiatives, which have proven to be a huge success,” said English.

McLoughlin, managing director of Dubai Duty Free, said: “We are delighted to receive the Superbrand ‘Brand of the Year’ award once again.”

“The fact that we are the only Superbrand in the world to receive this honor consecutively is a great endorsement of our brand and organization. Thanks to all of those who voted for Dubai Duty Free as a Superbrand and I accept this award on behalf of the entire operation.”

“The tribute event is a celebration of many of the country's strongest brands and in turn recognition of the people who work hard to ensure the success of their brands. To win the Superbrands award is a powerful endorsement and evidence for existing customers, potential customers, the media, suppliers, investors and employees of each brand's exceptional status,” English added.

The Superbrands Council, which comprises of some of the leading names in UAE business circles, compile the shortlist which is then scored online by more than 2,500 marketing professional.

The brands that scored more than 80 per cent of the total possible marks were declared Superbrands by the Brand Council. The brands, which meet the stringent criteria set by the council, are awarded with Superbrands status. – TradeArabia News Service