Superbrands revealed that TONI&GUY – a brand with unrivalled hair industry heritage of 60 years has again been awarded Consumer Superbrands status for 2022-2023.
Since 1995, Superbrands’ rankings have provided an overview of sentiment toward brands operating in the UK.
In 2006 The Centre for Brand Analysis (TCBA) took over the running of the annual Superbrands survey (Consumer and Business) and implemented its current methodology. This same methodology has been used consistently since then (16 years) and the research process canvasses the views of UK consumers, business professionals and marketing experts.
Brands never apply or pay to be considered; each year all key players within each sector are evaluated to identify the most highly regarded.
Selection Process 2022/23
A comprehensive database of consumer brands operating in the UK was compiled using a wide range of sources, from sector reports to blogs. From the thousands of brands initially identified, 1,632 brands across 85 categories were shortlisted.
This shortlist was scored by two separate groups of voters:
- A nationally representative sample of 2,500 UK adults voted on the consumer brands
- Additionally, 39 leading experts on the Consumer Superbrands Council also rated the brands, with any lowly appraised vetoed from attaining Superbrand Status
The best performing brands in each category were awarded Consumer Superbrands Status.
All those involved in the voting process bear in mind the following definition:
‘A Superbrand has established the finest reputation in its field. It offers customers significant emotional and/or tangible advantages over its competitors, which customers want and recognise.’
In addition, the voters are asked to judge brands against the following three factors:
- Quality. Does the brand provide quality products and services?
- Reliability. Can the brand be trusted to deliver consistently?
- Distinction. Is it well known in its sector and suitably different from its rivals?
Combining two audiences’ perception ensures the experts’ view, typically factoring in considerations such as each brand’s purpose, positioning and distinctiveness, are combined with prospective buyers’ awareness and sentiment toward each brand, which is naturally, vital.
While all voters bear in mind the three criteria that must be inherent in a Superbrand when casting their votes, namely quality, reliability and distinction, an individual’s perception will rightly and naturally be impacted by everything they have seen or heard about each brand.
Both the UK public, canvassed for Consumer Superbrands, and the business professionals, canvassed for Business Superbrands, are accessed through TCBA’s fieldwork partner, Dynata, a global leader in digital research data.
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2023 Announcement
The Superbrands announcement went out in a supplement within The Guardian newspaper on Friday 27th January 2023, where the TONI&GUY brand has taken the inside front cover, if you didn't get to see it there is a digital version that can be viewed HERE
2023 Superbrands Book
The Superbrands books is now available, there is a digital version that can be viewed HERE