Selection Process

Approximately 3,200 brands – representing the major names across 141 categories – were evaluated for Superbrand status in the UK this year. Voters in the 2019 process included 2,500 British consumers, 2,500 UK business professionals with purchasing or managerial responsibility within their business, 24 senior business-to-business industry leaders (the independent and voluntary Business Superbrands Council), and 32 leading consumer marketing experts (the Consumer Superbrands Council).

All those involved in the voting process were asked to bear in mind the following definition and criteria when judging the brands:

‘A Superbrand has established the finest reputation in its field. It offers customers significant emotional and/or tangible advantages over its competitors, which customers want and recognise.’

Quality: Does the brand provide quality products and services?

Reliability: Can the brand be trusted to deliver consistently?

Distinction: Is it well known in its sector and suitably different from its rivals?

While all voters are asked to bear in mind these three core criteria, brand perception and voting by individuals is also influenced by a range of both short and long-term factors, from the brand’s current profile to its latest marketing activities and new product and service developments, giving a holistic picture of how brands are currently perceived.