Gulf Today, Staff Reporter

Superbrands, the independent authority and arbiter of branding, recognised and honoured thirty-six leading brands from the UAE who were awarded Superbrands status at the 18th annual Superbrands tribute event, which was held at the Grand Hyatt hotel in Dubai.

 Dubbed the ‘Oscars of Branding’, winning this accolade is a powerful endorsement and evidence for existing customers, potential customers, the media, suppliers, investors and employees of each brand’s exceptional status. Superbrands were voted not only by the brand council but also by online voting, which has expanded the voting base to almost 2,000 senior managers and marketing professionals.

 The 2022 Superbrands book was unveiled at the event, too, a coffee table book which includes a two-page profile of each Superbrand tracing the foundation and development of the brand, and a ‘Things You Didn’t Know section’ highlighting interesting facts about the brand and its unique achievements.

 “Businesses are constantly vying for consumer loyalty and awareness, competing within crowded markets, and in the age of intensified digital communication, truly connecting with consumers is crucial to success. Customers have a plethora of options, but ultimately, they only open their wallets for the companies they genuinely adore, identify with, and believe have their best interests in mind,” said  Mike English, Director, Superbrands Middle East.

“In today’s fiercely competitive and digitally connected world, it is essential for brands to forge an emotional bond with consumers in order to earn their trust, and secure mindshare. One thing all Superbrands have in common is that their approach is customer-driven while remaining business-oriented, becoming friends of their customers. This has led to deeper interactions and meaningful relationships between brands and consumers.”

Over the years, Superbrands has established itself as a respected and impartial entity in the UAE business sphere and will be recognizing brands from multiple sectors including consumer products, financial services, food & beverage, healthcare, government and retail.

“A strong brand must engage with its customers, foster a sense of ownership in its brand among consumers, and inspire trust. Above all, it must always deliver on its promises. Receiving a place on the Superbrands list is both a prestigious honor and a challenge, because all these requirements must be met,” added  English. With over 2,000 leading brands in the UAE vying for the coveted Superbrands title, only thirty-six scored more than 80% of the total possible marks and were declared Superbrands by the Brand Council.

Adding yet another milestone to their track record of global achievements, the Sharjah Airport International Free Zone Authority (SAIF Zone) and Hamriyah Free Zone Authority (HFZA) have received the prestigious “Superbrands Award 2022” for the second year in a row.

Superbrands is the world’s largest independent arbiter of branding. Superbrands pays tribute to the strongest and most valuable brands in the world.

The new achievement is yet another testament to the success of the two free zones in providing the business community and investors with sustained support to help them grow and prosper like never before.  It also illustrates the excellent standing SAIF Zone and HFZA enjoy as a global hub for doing business.

During a ceremony held at the Grand Hyatt Dubai in the presence of an elite group that comprised 36 famous businesses in the UAE, Ali Al Mutawa, Deputy Director of Sales Department, got SAIF Zone’s honor while Ali Saeed Al Jarwan Deputy Executive Director of Commercial Affairs earned the HFZA recognition. The Superbrands Award is just as significant for brands as the Oscars since it attests to the remarkable status of the brand among consumers, partners, investors, and staff.

Role Model for Growth: H.E. Saud Salim Al Mazrouei, Director of SAIF Zone and HFZA, emphasized that receiving the prestigious Superbrands Award for the second time is nothing more than an affirmation of the quality and distinction of the two free zones, which have emerged as global role models for the growth and prosperity of businesses. It also shows how well they perform in offering first-rate services and a package of facilities and incentives that attract and reward businesses and investors from various countries.

“This honor recognizes the significant contribution that the two free zones have made to the growth of Sharjah and the UAE. Our key priorities have always been innovation and quality before we offer any services to our customers. They are the drivers of our continued success and the secret behind the two entities’ reputation as the best free zones for attracting foreign investment. “While inspired by the forward-looking vision of the wise leadership, we will spare no effort to solidify Sharjah’s position as a major economic centre,” Al Mazrouei said.