Berghaus is now officially a 'Superbrand' after a
selection process carried out by the Superbrands
organisation.
The organisation apparently 'identifies and celebrates the best
brands from across a very wide range of sectors'. The candidates are
selected on the basis of a consumer survey, then the final decision
is made by a panel of branding experts.
If you were wondering, Microsoft is number one in the Superbrands
UK list with Coca Cola just behind them followed by distinctive names
like Cadbury, Hilton, Nike, Kellogg's and, erm, Manchester United.
Berghaus ranks 498 in the list just behind Polyfilla, J2O and
Sanatogen.
As far as we can see, they're the only outdoor brand on the list,
though the likes of Nike, Adidas and Timberland, with their more
general recognition, are all listed.
One factor behind the brand's wider recognition may be the
striking cinema campaign late last year - Berghaus's first ever -
which featured Leo Houlding slacklining and which showed before the
new Bond film.
This year the company will be opening its first dedicated flagship
store in the MetroCentre and expanding into the Japanese market for
the first time. We've also heard positive reports on the new Berghaus
Ator line for next spring.
Richard Cotter, Berghaus brand president, comments:
"One of the direct results of the cinema campaign last year was
that Berghaus' share of the outdoor clothing market jumped
significantly, and awareness of the brand across a wide range of
consumer groups is now higher than ever. The award of Superbrand
status is yet more evidence that continued investment in Berghaus
product and marketing is paying dividends."
Just one question remains to be answered - is it better to be a
Coolbrand, like The North Face, or a Superbrand, like Berghaus?
More Berghaus information at www.berghaus.com
Ayrshire Tiger
