Seventy-four brands from the UAE were honoured with Superbrands status at the event, which was held at the Intercontinental Hotel in Dubai Festival City.
The ceremony, dubbed the Oscars of Branding, also saw the unveiling of the 2009 Superbrands book.
Mike English, Director, Superbrands Middle East, said: “The event is a true celebration of many of the country’s high-profile brands. We are happy to announce that Masafi has been voted as the Brand of the Year, showing us that regardless of the downturn strong brands not only survive but also prosper.
“Masafi may have started out as a mineral water brand but has diversified into flavoured water, juices, tissues and gourmet chips taking the market by storm with the launch of each product. The brand has now become synonymous with mineral water in the UAE.
“As part of its corporate social responsibility, Masafi launched a recycling service – an initiative aimed at reducing the environmental impact of plastic bottles for which the company has won several awards.”
Seventy-four brands scored more than 80 per cent of the total marks and were declared Superbrands by the Brand Council.
To win the award is an endorsement and proof for existing customers, potential customers, media, suppliers, investors and employees of each brand’s status.
The Superbrands Council, which comprises some of the leading names in the UAE business circle, rate all the brands and top companies that meet the criteria are awarded Superbrands status
This year, Superbrands were voted not only by the council but also by online voting, which has expanded the voting base to 3,000 marketing professionals.
RAK Ceramics was recognised for being one of the world’s leading producers of a comprehensive line of premium-quality ceramic products. Dr Khater Massaad, CEO, RAK Ceramics, said: “Being named a Superbrand is a very important milestone for RAK Ceramics, validating our company’s commitment to deliver high-quality and trend-setting ceramic products. This distinction has definitely inspired us to further raise the bar of excellence and consolidate our position as a global leader in the ceramics industry.”
RAK Ceramics has become a premier ceramics brand within a short span of 10 years. The company’s products include ceramic wall and floor tiles, Gres Porcellanato and sanitary ware. With its latest distinction, RAK Ceramics joins the ranks of brands such as IBM and Starbucks, which have all been conferred Superbrand status in the UAE.
RAK Ceramics is a $800 million (Dh2.9 billion) player in the ceramic industry that exports its products to more than 135 countries, targeting architects, project developers and retail customers.
Earlier, English said: “We are delighted to host our fifth event to celebrate the success of the UAE’s strongest brands, which are among the most recognised brands.
“This year, Superbrands were voted not only by the brand council but also by online votings. The brand with the highest score will be awarded Brand of the Year.”
More than 1,160 UAE brands were scored by the Superbrands Council and invitees. The Superbrands voters evaluated and scored hundreds of brands available in the UAE and the highest scoring brands were then designated as Superbrands.
Only brands that achieve the level of recognition set by the council are eligible for inclusion in the Superbrands UAE book, which traces the history of each of the brands.
Superbranding exercise
Superbrands, which is globally famous for being an independent authority and arbiter of branding excellence, is committed to honouring exceptional brands and promoting the field of branding.
The work Superbrands does is promoted through books, events, programmes, websites, research and media and public relations coverage in newspapers, magazines and on television and radio.
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