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Mr. Eddy W.M. Lee (Left), chairman of Lee Kum Kee, receives the SuperBrand Award from Ms. Rosemarie Wallace (Right),
Regional Managing Director, Asia, of Reader's Digest.
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For the third consecutive year, Lee Kum Kee was honoured with the SuperBrand Award - a select award for brands that excel in
the eyes of the consumer.
The SuperBrand Award was organized by the internationally renowned Reader's Digest magazine. According to
the Reader's Digest, a true SuperBrand needs to display a high level of consumer awareness and
be outstanding on a variety of quality and values - including a strong image, trustworthy brand name and a clear understanding of customer needs. Consumers have faith in great brands.
Reader's Digest invited readers to complete a specially designed questionnaire, with the objective of finding out which brands appeal most to
the respondents. Readers were asked to nominate the names of brands or companies, unprompted, of certain major product categories - products or services
that we use during the course of everyday life. Participants were mainly from six major Asian markets covered by the publication: Hong Kong, Malaysia, Philippines,
Singapore, Taiwan and Thailand.
Lee Kum Kee achieved a Gold SuperBrand Award in both Hong Kong and Singapore - recognition for performing significantly above other brands in the
Seasoning Products category.
"With more than a century of history, we bring authentic Chinese sauces to families in different parts of the world", comments Mr. Eddy Lee, Chairman
of Lee Kum Kee Co. Ltd. "Every facet of the company's activities continues to
reflect continuing commitment to quality and customer satisfaction - something reflected in the survey results from Reader's Digest."
(Hong Kong, May 2001)
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