The Superbrands institution aims to:

• Acknowledge and award top-quality brands of products and services, companies and organisations;
• Highlight the advantages associated with a “brand”: the assumption of responsibility towards the consumer regarding the quality, consistency, reliability and general “identity” that each brand signifies;
• Promote branding as a prominent function of marketing.

The Criteria to gain Superbrand Serbia status is based on three key attributes of brands:
Public recognition and good reputation;
Long-term consistency and reliability;
Corporate responsibility:

• Market (Quality, Price and Services)
• Corporate relations (Legality & Transparency, Work Environment and Practices)
• Society (Sponsorships, Cultural and Social Initiatives)
• Environment (Protecting and limiting negative environmental impacts).

In essence, Superbrands aims to recognise and reward the tireless efforts and continuous achievement of all those contributing to the creation, supply and promotion of top-quality branded products and services on the national and international markets.