Sixty-two of the UAE’s strongest brands will be honoured and recognised by Superbrands, an independent authority and arbiter of branding, at its annual tribute event.

The brands will also earn a place in the 12^th edition of the Superbrands UAE book, which includes a two-page profile of each of the Superbrands.

The organisation will also confer the ‘Brand of the Year’ award at the event, which is considered the ‘Oscars of Branding’ by the corporate world, according to the press release.

Mike English, director of Superbrands Middle East, said: “This year has seen an unprecedented number of local brands making it to the Superbrands list with a few new entrants in the market, in addition to internationally recognised brands. Participation in the Superbrands book is by invitation only and acknowledges the inherent strength of the organisation and its brand value. This event is a true celebration of many of the country’s highest profile brands.”

Speaking on the stringent selection and voting process, English added: “A strong brand has to engage with its customers, make customers feel a sense of ownership and instil trust, but above all, it must always deliver on its promises, so getting onto the Superbrands list is both a prestigious accolade and an arduous task as all these criteria need to be met. The brands also have to be voted for by our distinguished brand council members as well as by marketing professionals, who have voted through an online poll and the brand which scores the highest points will be adjourned the top honour of ‘Brand of the Year’ which we will announce at the tribute event.”

The Superbrands Council comprises individuals who have shown exceptional aptitude in business and who have a thorough knowledge of the market and methods of business. To be voted a Superbrand is a powerful endorsement and is evidence for existing customers, potential customers, media, suppliers, investors and employees of each brand’s exceptional status, said the press release.

The Superbrands tribute event will take place at the Intercontinental Hotel in Dubai Festival City on May 30. –TradeArabia News Service