Emirates Driving Institute (EDI), UAE’s oldest and largest driving school has been voted as ‘Superbrand’ for the fifth time. EDI has been awarded the ‘Superbrand’ status for the years 2011, 2012, 2013, 2016 and now for 2017 as well.

The Superbrand status is assigned to a company or a brand based on market dominance, quality, trust, longevity, goodwill, customer loyalty and market acceptance.  To be voted a Superbrand is a powerful endorsement and is evidence for existing customers, potential customers, media, suppliers, investors and employees of each brand’s exceptional status.

Speaking on this achievement, Mr. Amer Ahmed Belhasa, Managing Director, Emirates Driving Institute said: "To be voted as a ‘Superbrand’ once again is indeed a matter of pride for us and is an affirmation that we are building our brand in the right way. Branding is a promise of quality and an unwavering focus on the delivery of those promises. To become a true Superbrand, focus should always be on making the customers comfortable with that brand, creating a bond of trust with them and always keeping the brand promises.

“This award inspires us to further strengthen our brand position and continue to build on our reputation as the leading learner and driver training organization in the Middle East.”

The ‘Superbrands’ organization is acclaimed worldwide as being the independent authority and arbiter of branding excellence and is committed to paying tribute to exceptional brands and promoting the discipline of branding. The Superbrands Council in each country comprises individuals who have shown exceptional aptitude in business and who have a thorough knowledge of that particular country's markets and methods of business. The Superbrands Council members are asked to finalise a shortlist from a list provided by the researchers (includes all brands available in the country that are widely available). The CEO and Managing Director of all brands on the shortlist are invited to vote online for all the other brands and the scoring is then tabulated. The top scoring brands are designated as Superbrands.