Are you in the book? – Superbrands evaluated once again in 2025

This article is available for reading in Trade magazin 2025/11.

Success stories

The 21st edition of the Superbrands Book features new storytellers, but also includes brand stories of great success that have been written over the past 20 years. The Big Superbrands Book contains the stories of consumer market and business B2B brands, and it shows that every brand is measured on both sides.

Hungary’s leading brands receive the Superbrands and Business Superbrands awards each year at a prestigious gala event

The Superbrands logo is a trademark symbolising the brand’s leading role and it can simultaneously influence consumer decisions and strengthen trust in B2B relationships. Hungary’s Big Superbrands Book is available to anyone in downloadable and browsable form on the Superbrands Programme’s international website

The logo as an influencing factor

Recent research conducted by Norstat UK on the British market has revealed that the Superbrands Seal isn’t just a visual element: it also has a measurable impact on consumer decisions. One of the most important findings of the study is that the use of certifications such as the Superbrands Seal plays a key role in increasing consumer confidence and even in overriding brand loyalty.

The custom-made award represents recognition in both the consumer and business segments, symbolizing quality, stability, and reliability. In 2025, the award has once again been handcrafted by Nezozen—renowned for its exclusive designer furniture—using a unique combination of premium acrylic and black walnut wood

Two-thirds of respondents said they trust a brand displaying the Superbrands Seal more. What is more, 50% of respondents would consider switching brands when they see the seal. 45% of consumers said they would be willing to pay a higher price for such a product. A similar survey conducted among the Hungarian population has found that 64% of respondents are familiar with Superbrands.

There is always real content behind good rebranding

Krisztina Bódi
head of
MMSZ HoReCa and Event Chapter

A brand’s renewal can only be authentic if it comes from an inner conviction and isn’t just an external update. Behind good rebranding there is always real content. Consumers immediately feel it when a brand really speaks to them and isn’t just following a trend. For me brave communication is when a brand represents real value and evokes emotions. Influencer marketing becomes valuable when the collaboration is sincere, based on shared values and long-term goals.

The pillars of brand renewal

Dr. János Serényi
owner, managing director
Értéktrend Consulting

I am often asked what a brand image change should be about in 2025. Rebranding isn’t about a new logo, but a statement. Successful renewal rests on two pillars. One is authenticity – it is clear that the change came from within. The other is consistency: the visual world, tone of voice and actions all point in the same direction. A new logo is worthless if the brand’s behaviour remains the same. When a brand truly renews itself, it becomes not only fresher, but also more human. It dares to make mistakes and ask questions and isn’t afraid to reinterpret itself.

Authenticity and emotions

Ibolya  Szabó
corporate affairs
director
Dreher Breweries

When evaluating the visual or content-related renewal of a brand, some of the most important questions to ask are how credible the change is, how well it fits the brand’s strategy, and whether the brand remains true to itself and resonates with the target audience. Successful rebranding is always value-based and consistent with the brand strategy. The brand remains true to itself while making people think, creating real value, evoking emotions, shaping culture and even breaking out of the usual framework. Influencer marketing has become an important tool, but it is vital to be careful about who the brand works with.

Repositioning is more difficult!

Dr. Gedeon Totth
college professor
Budapest Business School

In brand strategy every tool that contributes to the desired positioning has a role to play. Repositioning a brand is generally more difficult and often more expensive than introducing and gaining acceptance for a brand newly entering the market. Credibility is demonstrated by the target group’s acceptance of the message and identification with its content. Influencers are more and more important in today’s brand building. Without them we can no longer talk about brand building. Their credibility comes from their personality, behaviour and background.

It starts with identity

Dr. László Újszászi Bogár
influence and persuasion expert

A rebranding is credible when it starts with identity rather than design. The visual world is only a symptom of the role that the brand wishes to play in people’s lives. If this role isn’t clarified, even the most beautiful logo remains an empty form. Authenticity is evident when words, images and actions consistently convey the same value. The target group immediately feels it if a renewal doesn’t come from within, but is “imposed” on the brand. True renewal isn’t a “new image”, but a new narrative – and it works when the target audience doesn’t say “It is beautiful”, but “This is somehow more about me now”.