Beit Hatfutsot Recognized as an Israeli Superbrand
Beit Hatfutsot has just been recognized as one of Israel’s 2010 top cultural Superbrands. The Marker, one of Israel’s leading business, economics and finance newspapers, published the annual report on Israeli 'Superbrands' which was compiled by Israel Superbrands, under the management of Forum Marketing.
For the past three years Israel Superbrands examined the criteria of the 2,300 active brand name products in Israel and chose 273 to be labeled as 'Superbrands'. The process of being chosen as a 'Superbrand' is not an easy one. Israel Superbrands is part of an international organization, active since 2009. The process of selecting a Superbrand is the same in every country where the organization operates, and is based on an international methodology.
Each year a list is prepared comprising of all brands available in Israel, both domestic and international. This list contains consumer products and services as well as company and corporate brands. The brands are then rated according to international qualitative and quantitative criteria that include:
- Quality – Does the brand represent quality products or service?
- Reliability – Can you trust the brand consistently – does is always give what it offers and keep up the standards of service and product quality at any time it meets with its consumers?
- Differentiation - Is the brand well-known in its field? Is it clearly differentiated from its competitors? Does the brand have a personality or values of its own which make it special?
- Approximately 74 CEO's and chief marketing leaders then rate these brands. Finally, following lengthy consumer research, conducted by the company Market Watch, the Superbrands are selected.
Also on the list of Cultural Superbrands with Beit Hatfutsot are The Cameri Theatre, Habima, The National Theatre, The Philharmonic Orchestra, The Israel Museum, Steimatsky Book Stores, Cinema City –Movie Theatres, and Tsomit Sfarim, book Stores.