The Superbrands organization is an independent arbiter on brandingref|arbiter. It pays tribute to brands that it considers exceptional through its programs.ref|tributes 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 countriesref|countries.


Superbrands was founded by Marcel Knobil in London 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.ref|council

election criteria

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".ref|council

Brands are invited to participate in the Superbrands project based on the following criteria: market dominance, longevity, goodwill, customer loyalty and market acceptancy.ref|criteria

Participating countries

* Argentina
* Australia
* Austria
* The Baltic States
* Bosnia and Herzegovina
* Brazil
* Britain
* Bulgaria
* Canada
* Chile
* China
* Croatia
* Czech Republic
* Denmark
* Egypt
* Finland
* France
* Germany
* Greece
* Hong Kong
* Hungary
* Iceland
* India
* Kenya, Uganda, Tanzania - as Superbrands East Africa
* Indonesia
* Ireland
* Italy
* Japan
* Kuwait
* Lebanon
* Malaysia
* Mexico
* Morocco
* Netherlands
* New Zealand
* Norway
* Pakistan
* Philippines
* Poland
* Portugal
* Russia
* Saudi Arabia
* Singapore
* Slovakia
* South Africa
* South Korea
* Spain
* Sweden
* Taiwan
* Thailand
* Turkey
* United Arab Emirates
* United States of America
* United Kingdom


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"ref|bizsuperbrands, "CoolBrands", "Sport BrandLeaders" and "eSuperbrands". In the United States, their publications are called "America's Greatest Brands"ref|usa.


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, Malaysia, the Philippines, Singapore, Taiwan and Thailand, and the results are published by editions covering these countries.ref|rd_sb

ee also

* BrandZ


# 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) " [,3604,1315067,00.html 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.

External links

* [ Official website]
* [ Official UK website]
* [ Official CoolBrands website]
* [ BBC News: Ducati voted Britain's coolest brand]
* [ BBC News: London 'is UK's coolest' city]
* [ BBC News: Webcast: Rebranding Britain competition results]
* [ News On Indian Superbrands]

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