Consumer Superbrands: An Insight into the World's Strongest Brands

Edited By Marcel Knobil

Superbrands is the result of a study by the Superbrands Council to analyse 100 of the strongest brands in Britain. The Council consists of leading members of the marketing community. The Superbrands Council has been established to promote excellence in branding and the discipline of branding itself. 

The book looks to provide an insight into the 100 brands chosen. The choice can of course be argued and there is overlap with the B2B brands covered in the companion work, Business Superbrands. All different sectors are covered including "new economy" brands such as lastminute.com and Hotmail. There are established brands like Coca-Cola and Royal Doulton alongside newer brands such as National Lottery and CNN.

Each brand is covered in two colourful and highly detailed pages. This follows a systematic format to show brand history, market background, notable achievements, promotional activity and brand values. As such this is an encyclopedic study of 100 major brands.

Review by Martin Payne