Superbrands Selection Criteria
SUPERBRANDS' consumer research partner, SYNOVATE - the world's most dynamic market intelligence company, will identify and define each country's most highly acclaimed brands. Synovate undertakes the Consumer Research Study to shortlist the leading and favourite brands of consumers in each country for the respective categories. A total of 1000 respondents are (CATI) interviewed. The Superbrands Council also qualitatively assesses the brands in their particular country. The Council members, with their individual wealth of industry knowledge and professionalism grade each brand according to the strict selection criteria of :

Market Dominance
1. How high is the brand's market share compared to the competition?
2. Does the brand stand higher in the minds of the consumer (mind share)?
3. Does it have its own 'magic'?
4. Will the consumer pay a premium for the brand?
5. Is the brand strong enough to make the consumer go in search of the product should his first choice of outlet not stock the brand?

Longevity
1. Truly great brands will stand the test-of-time. Does the brand have esteem and familiarity?
2. Would the brand appear resilient in times of trouble?

Overall Market Acceptancy
1. How is the brand different from anything else in the market?
2. Is the brand ubiquitous and readily accessible?
3. Does the brand have vitality and stature?
4. Would the consumer recommend the brand to a friend?

Goodwill
1. Does the consumer trust in the quality of the brand?
2. Will the product live up to its promise?


About Superbrands
Superbrands is an independent arbiter of branding. The Superbrands organisation was originally set up in London nearly a decade ago, where it published the first Superbrands book. Since then, it has expanded its operations to twenty five countries worldwide - Australia, China, Denmark, Egypt, France, Germany, Hong Kong, India, Indonesia, Ireland, Italy, Malaysia, Morocco, Netherlands, Norway, Philippines, Portugal, Saudi Arabia, Singapore, Spain, Sweden, Thailand, United Arab Emirates, United Kingdom and the United States.

Superbrands publishes a series of books including Superbrands, Business Superbrands (on B2B brands) and eBrands - making the series of books the largest collection of insights into some of the greatest brands in the world. At present, over 1000 individual brands have been featured worldwide.