Kapital weekly is leader among the Bulgarian and Google the favourite among global business brands, according to the Business Superbrands encyclopedia presented on April 2.

The publication is part of the Superbrands global programme, which spans 83 countries and tracks the leading brands on the respective markets alongside good business practices.

The Bulgarian edition of Business Superbrands for 2007/08 tracked a selection of 500 local and global brands and companies. The top brand selection is based on a vote by the Superbrands expert jury and an online survey of 300 business people.

This year's Superbrands board chairperson is the chief executive of Bulgaria's investment promotion agency InvestBulgaria, Stoyan Stalev.

Respondents in the internet survey were also allowed to grade the key factors for establishing a successful business brand. About 82.2 per cent of the respondents graded quality products/services as an important factor, followed by excellent reputation with 62.7 per cent of the votes, highly qualified staff (60.8 per cent), brand recognition (60.8 per cent), financial stability (55.4 per cent), innovative products and services (52.4 per cent), sound financial status (55.4 per cent) and corporate social responsibility (30.4 per cent).

The next edition of Superbrands for Bulgaria next year will targeting consumer goods and services brands.

Kapital weekly is published by Economedia, the parent company of Sofia Echo Media, publisher of The Sofia Echo.