Consumer Superbrands: Britain's Strongest Brands 2003

Edited by Marcel Knobil

This is the second edition of Consumer Superbrands. Like the first volume, the book is an overview of some of the biggest brands in the UK today. These are a mix of British and international brands. A wide range of consumer sectors provides a broad coverage while the brands appear to be a different set from those covered in the first volume although there is some overlap. Each brand is covered in a two-page illustrated spread that follows a systematic format to enable an in-depth understanding of the brand. This covers the brand's history alongside areas such as brand values and promotional activity.

Following the brand profiles there is a series of "essays" by brand practitioners. These vary from consultancies and advertising agencies to Brand Finance. These are interesting pieces on different aspects of branding and provide some context for the brand profiles. However, there is no link between the two sections of the book. Each brand essay is standalone and makes no reference to other essays nor the brand profiles. Thus the connection is missed and the essay, while interesting, reads more like a sales pitch as the piece is not made relevant to the Superbrands. There is also an opportunity missed through not providing any overview of the brands. What are the common traits that make a Superbrand? What lessons can be learned from the way in which the brands have been market?

However, the faults do not detract from a very interesting book that is a useful source of inspiration.

Review by Martin Payne