Once again this year, the club was crowned by the international Superbrands organization, which operates in about 70 countries. What does it mean and how are they chosen? Everything is right here
The title “Superbrand” is the most prestigious and highly regarded international title in the world, awarded to brands and executives for marketing and managerial excellence under global standards. The award reflects the strength of the connection the brand has created between itself and consumers in the country, and the fact that the brand provides the public with more tangible and emotional benefits than other brands.
“Alongside the achievements on the court, we work every day to continue developing the brand, to provide an advanced fan experience, and to establish Maccabi Tel Aviv’s status as one of the leading and most influential sports clubs in Europe”, Ben-Tal added.
“The renewed recognition as a superbrand is the result of consistent and ongoing work in building a strong, relevant, and beloved brand,” emphasized Doron Jamchy, Head of Marketing and Sales. “We invest greatly in strengthening the connection with the fans, developing new products and experiences, and deepening collaborations with our business partners. For us, this is not only an expression of confidence in the Maccabi Tel Aviv brand, but also a commitment to continue innovating, evolving, and providing value to everyone who is part of the Maccabi family”.
How is the selection made?
Identification: Superbrands personnel in Israel reviewed, located, and compiled a list of all active brands in the country—consumer products, services, the public sector, and even individuals. This involves more than 3,000 brands.
Professional Screening: A judging panel consisting of 100 CEOs and VPs of marketing, headed by Prof. Jacob Hornik of Tel Aviv University, evaluates the brands and decides which of them deserve to move on to the next stage.
The Consumers’ Decision: The ones who decide who the superbrands in the country are, are the consumers. The research institute 2thePoint, managed by Avinoam Brog (Chairman of the Board), Adi Inbar, and Tami Birman, conducted a nationwide and representative study involving about 800 consumers, who ultimately determined who would receive the Superbrands title in the country this year.
Those superbrands that consumers decided were worthy of the title—because they surpassed the excellence threshold set by the organization—are crowned as the Superbrands of that year.
The international Superbrands organization was established in the UK in 1994 and today operates in about 70 countries across the globe, with the aim of recognizing and honoring outstanding branding and managerial activity, and raising the standard of marketing and branding worldwide. The organization has been operating in Israel since 2009.
