By Aryeh Savir/TPS • 13 May, 2019
A representative of the global Superbrands organization met with the head of the Shin Bet (Israel’s Security Agency) Nadav Argaman and presented him with an official Superbrands certificate after the organization was elected by the Israeli public to the list of top brands in the annual rankings published last week.
Eran Yassour, the representative, said that the Israeli public’s selection of the Shin Bet as a super-brand in the last two years is an outcome of the organization’s activity in a variety of issues, with an emphasis on high-level counterterrorism capabilities, innovation and technology.
Yassour told Argaman that out of dozens of countries in which the Superbrands are elected and ranked, no security organization in a format similar to the Shin Bet was elected by the citizens as a super-brand.
He added that the Shin Bet operates routinely for the security of Israel’s citizens, and the organization’s selection shows that the Israeli public knows and appreciates the service’s central role in their security.
“All this is the fruit of the work of the excellent employees in the organization, and the gratitude of the public is worthy of them,” Yassour said.
A comprehensive study is conducted annually in dozens of countries among consumers who rank the brands and determine who should be crowned a “Super Brand.”
Superbrands in Israel made up the list of all the brands operating in the country, including consumer goods and services, the public sector, and people such as politicians, media people, businessmen and artists. In total, the list included about 2,900 brands.
In the second stage, a panel of judges headed by Prof. Yaacov Hornik of Tel Aviv University’s School of Business, consisting of some 130 CEOs, marketing vice presidents, academics and leading advertisers, ranked the list of brands, and only the brands that received high grades from the judges moved on to the stage of consumer research.
In the third and final stage, consumer research was conducted by the IPSOS Research Institute, in which Israeli consumers ranked the finalists, and chose which of them were Superbrands.