‘Superbrands Status’ is awarded for quality, reliability and distinction by a combination of an expert council, and business executives or consumers voting on a comprehensive list of consumer and business-to-business brands. The Superbrands Annual explores the history, development and achievements of some of the nation’s leading brands, showcasing why they are well-regarded and providing valuable insights into each brand’s strategy and proposition.
The Superbrands UK Annual 2019 highlights brands from a wide range of sectors that have become the strongest and most iconic in their field. It explores how these brands have succeeded in reaching the top and pays tribute to their success. The brands are voted for by marketing experts, business professionals and thousands of British consumers. There are two separate surveys: Consumer Superbrands (the UK’s strongest B2C brands) and Business Superbrands (the UK’s strongest B2B brands). This book also offers an opportunity to gain a greater understanding and appreciation of the important and highly topical discipline of branding, as well as a greater admiration for the brands themselves.
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.
Ranking of Consumer and Business brands are performed and managed by The Centre for Brand Analysis (TCBA).