The Superbrands organization is an independent arbiter on branding. It pays tribute to brands that it considers exceptional through its programs. The organization also publishes a series of brand-focused books and publications. Superbrands has launched its programs in many key global markets and has publications in over 80 countries.
Superbrands was founded by Marcel Knobil
in 1995. It begun as a radio show on GLR (now BBC Radio London
), which was aimed at giving ordinary customers an insight into the significant brands
that touched their lives.
In each country that it operates in, it aims to identify brands that perform above and beyond other brands within their respective markets. To facilitate this, each country has an independent and voluntary council, which is made up of notable experts in the branding and marketing communication industry as well as experts from local and international blue-chip organizations. In addition, the opinion of thousands of consumers is sought via a partnership with online research agency YouGov. Brands that are rated highly by both the council and consumers are eligible for inclusion in a Superbrands project.
In each country that Superbrands operates in, it elects a Superbrands Council
, which usually comprises industry experts and practitioners, which selects the top brands under various categories and awards them the status of "Superbrands".
Brands are invited to participate in the Superbrands project based on the following criteria: market dominance, longevity, goodwill, customer loyalty and market acceptancy.
Each participating country publishes its own Superbrands book, which tells the stories of brands in that country. Each brand’s editorial has sub-sections which cover the brand’s market, achievements, history, product or service, recent developments, promotional activities, brand values, and a “things you didn’t know” boxed-section. Other publications in the Superbrands stable include Business Superbrands, CoolBrands, Sport BrandLeaders and eSuperbrands. In the United States, their publications are called America's Greatest Brands.
In some countries, Superbrands is sometimes confused with a Reader’s Digest
survey called SuperBrands
. This survey is carried out by Reader’s Digest in Hong Kong
, the Philippines
, and the results are published by editions covering these countries.
- Knobil, Marcel (2001) Superbrands: An insight into 100 of Britain's strongest brands. Superbrands. ISBN 0-9528153-6-2.
- Sophia News Agency (Jan. 11, 2006). British Business Project Superbrands Kicks Off. Retrieved Jan. 26, 2006.
- Jeffery, Victor & Pek, Peter (2002) Superbrands: An insight into more than 80 of Malaysia’s Superbrands. Volume 1. Superbrands. ISBN 983-40878-0-2.
- Hitachi Digital Media (Sept. 22, 2004). Superbrands. Press release.
- PRWire (Oct. 31, 2001). Kodak awarded Superbrands status. Press release.
- (June 10, 2004) Superbrands India kickstarts work on Business Superbrands. Retrieved Jan. 25, 2006.
- Branigan, Tania (Sept. 29, 2004) How to be cool (or which brands buy status). The Guardian.
- Habitat For Humanity (Dec. 13, 2004). Habitat for Humanity featured as one of America’s greatest brands Press Release.
- Reader's Digest Super Brands website
- (Aug. 6, 2002). London 'is UK's coolest' city BBC News.