Awards have become a popular tool for people to build credentials for their brands. And more people start advertising about their awards. It seems the more awards you get, the more credible is your brand. Yes, advertisers like awards and there are so many awards out there "for sale". Awards from various associations, from different magazines, online media and retail chains, you name it. I guess the most profitable award granting organization is Superbrands where you pay certain amount of money, get an easy assessment and you can just use its Superbrands logo anywhere you like. That's why there are so many so called super brands around, including those brands you have hardly heard of. A matter of supply and demand indeed. But shall we use the money to really build our brand through well thought-out positioning and good marketing mix ?
Awards have become a popular tool for people to build credentials for their brands. And more people start advertising about their awards. It seems the more awards you get, the more credible is your brand. Yes, advertisers like awards and there are so many awards out there "for sale". Awards from various associations, from different magazines, online media and retail chains, you name it. I guess the most profitable award granting organization is Superbrands where you pay certain amount of money, get an easy assessment and you can just use its Superbrands logo anywhere you like. That's why there are so many so called super brands around, including those brands you have hardly heard of. A matter of supply and demand indeed. But shall we use the money to really build our brand through well thought-out positioning and good marketing mix ?
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