“Every Superbrand has established top reputation in its respective market segment and in the market as a whole. It offers its public significant tangible or perceived advantages in comparison to its competition, which the public (consciously or subconsciously) recognises and requires.”

The Superbrands Status is not granted on the basis of “hard facts” such as market share, yearly turnover or volume of sales or profits. Such a comparative assessment of various products, services and corporations across different segments of the market spectrum, or even within a specified market segment, does not accurately portray the nature of Superbrands.

The qualifying factor that grants a brand the Superbrand Status is precisely the collective subjective opinion that the brand has managed to establish among its customers and the wider public. It is precisely this collective perception, as ascertained through the Superbrands selection process, that the Superbrand Status confirms and records.
However, the collective experience of Superbrands around the world has shown repeatedly that the public’s positive subjective perception of a certain brand almost invariably coincides with the brand’s exceptional performance in the “hard facts” as well, as recorded in their market share, sales, profitability and quality awards by strict international standards, among others.