Welcome to Superbrands Australia’s new website. The fifth volume of Superbrands in Australia has now been released, and we hope that you enjoy reading and researching the insights into many of Australia’s most trusted brands both in the book and here.
Superbrands has proven to be an outstanding success in Australia over the last decade. Comprehensive distribution and public relations programs have built significant business, marketing and education audiences. However, this mere ten years falls into perspective when we consider the milestones that some of the Superbrands themselves are celebrating about now; 75 years of the ABC, 125 years for Raine & Horne, 150 years of the AFL's own brand of football, 225 years of Schweppervescence, and the list just goes on.
Even the more “recent” brands with their apparent meteoric rises have, we suddenly discover, been around for longer than we realised as they built their exceptional reputations from the ground up. What is truly exceptional about the “recent” arrivals is how quickly they have become global as well as establishing their presence in their own market sector.
All brands participating in Volume V are also visible here on the website, in a style that we hope will make for much better viewing than previous editions.
The Superbrands’ stories are fascinating. But there is more to discover, as the members of the Superbrands Council* give their perspectives on just what it is that makes a Superbrand. The Council comprises some of Australia’s most eminent media and communications executives, along with some of the sharpest business minds in the country. Here, they each share their deep appreciation of what constitutes that rare and so valuable thing – a Superbrand.
When we launched Superbrands in Australia back in 1997, we were not sure how successful the concept would be. We soon found that many brand guardians were very keen to help us review their charges and put each Superbrand story into a consistent structure.
Once the first book was published, demand was strong. Senior executives in advertising, marketing and brand management all wanted copies. So did the various media. Students of marketing and branding snapped up the books. Even consumers, with no professional involvement in branding, were fascinated by the information the book provided. They have bought many copies of Superbrands over the years. When we established our first website, for the second edition, it quickly became evident that it was a major search target, and the numbers have not slowed.
In hindsight, we should not have been surprised. The Superbrands featured in our books, and now on the website, are an integral and vital part of all of our lives, complete with the history and tradition, myth and legend that go with them. We hope that telling these stories with the opportunity for learning some lessons in success that they offer has been beneficial to our many readers.
Our thanks are extended to the individuals who make up the Superbrands Council* for Volume V and who contributed their time and energies to qualify the brands to be invited to participate. Similarly, we greatly appreciate the contribution of time and resources from the brand owners as we pulled together all the material required to present their stories.