A Superbrand never knows the word ‘best’, it only knows the word ‘better.’ A Superbrand believes nothing is the best and it needs improvement from time to time while retaining its core personality. Every single complaint and compliment from customers counts for a Superbrand as they are the key to success and their perception toward the brand defines what the brand really is. What’s the most important for a Superbrand is to gain positive perception that exceeds the portrayed brand personality.

The significant challenge for a Superbrand is to maintain its top-of-mind position in this fast-moving market. Thus, a Superbrand does not compete but it offers differentiation or something that never exists in the market before to always stay in the frontline.
Charn Srivikorn