GLOBAL EXCELLENCE

What is a Superbrand?

In a world overflowing with brands vying for attention, only a select few rise above the noise. These brands not only deliver on their promises but earn lasting trust, loyalty and admiration. Recognising these standout names is Superbrands – a global organisation renowned as an independent authority on branding excellence.

With a presence in more than 90 countries, Superbrands has become the gold standard for identifying and celebrating the strongest, most respected brands in markets across the world. Earning the Superbrand title is more than a certification; it is an affirmation of quality, credibility and leadership, in the eyes of consumers, industry experts and business leaders alike.

ORIGINS The Superbrands concept originated in the UK in the mid-1990s. It was conceived by advertising executive Marcel Knobil, who in 1993 – after losing a pitch due to insufficient brand insight – set out to highlight the power of strong branding. In 1994, he launched Superbrands as a radio show on London’s GLR (now BBC Radio London).

The programme offered consumers an inside look at the most notable and influential brands shaping their daily lives. Following its success, the Superbrands organisation was formally established in 1995 with a mandate to promote the discipline of branding and celebrate brands that stand out for their excellence.

The first Superbrands reference book was published in London that same year, featuring a blend of global giants such as American Express and Coca-Cola. This combination of international icons and local leaders became a hallmark of Superbrands editions worldwide.

By the late 1990s, the concept expanded internationally – beginning in Australia, and spreading across Europe, Asia, the Middle East and the Americas. And by the 2020s, Superbrands was operating in more than 90 countries across five continents, becoming a global authority on brand excellence.

From its London origins, Superbrands has grown into a truly global initiative. Today, the programme is one of the most geographically extensive brand recognition platforms in the world. It has a strong presence in markets including the UK, the UAE, India, the US, China, South Africa and Sri Lanka.

Each national chapter is managed by local branding experts under licence, producing its own Superbrands awards and publications. While each edition is tailored to reflect local market leaders, all programmes adhere to uniform global standards, ensuring that a Superbrand in one country upholds the same level of excellence as one in another. This balance between local relevance and global consistency has been key to the programme’s international credibility.

PURPOSE AND MISSION At its core, Superbrands exists to celebrate branding excellence and raise industry standards. It positions itself as the world’s largest independent arbiter of branding, recognising brands that have built exceptional reputations and delivered meaningful value to customers.

Its mission is twofold: to highlight the strategic importance of branding and to honour brands that excel in trust, loyalty and distinction. A Superbrand is defined as one that offers clear emotional and/or tangible advantages over competitors

Every brand granted Superbrand status is expected to embody three core qualities: quality, reliability and distinction. Through its publications, events and recognition programmes, Superbrands helps elevate branding as a discipline and inspires other organisations to strive for excellence.

SELECTION PROCESS Superbrands operates a rigorous and impartial selection process. Participation is strictly by invitation; brands cannot apply or lobby for inclusion, ensuring independence and credibility. In each market, evaluations are overseen by a Superbrands Council comprising industry experts, senior executives and marketing professionals.

In this 2025 Sri Lanka edition, nearly 550 brands across approximately 120 categories were assessed by a panel of council members with a diverse knowledge of the local market and subsequently, Superbrands Sri Lanka in collaboration with LMD.

Brands were assessed against five pillars: brand heritage, brand relevance, perceived quality, perceived performance and top of mind awareness (TOMA). Following careful deliberation, council members were required to score each brand across these pillars to ensure a balanced and transparent evaluation in a live forum.

Brands that achieved a minimum qualifying score of 12 points were identified as potential Superbrands. This was followed by a rigorous verification and invitation process conducted by LMD, on behalf of Superbrands Sri Lanka. This structured and independent evaluation process sets Superbrands apart from many other recognition programmes.

BENEFITS AND CREDIBILITY Earning Superbrand status is a powerful endorsement that distinguishes a brand as being a leader in its category. It conveys trust and excellence across stakeholder groups – from consumers and media, to investors, suppliers and employees.

One of the chief benefits of the programme is visibility through inclusion in the Superbrands coffee-table book, where recognised brands are featured by way of profiles highlighting their heritage and market positioning. These publications are widely read by senior decision makers in business, marketing and communications.

Internally, Superbrand recognition enhances employee pride and morale, strengthens employer branding and supports talent attraction. Externally, it provides credible validation that reinforces investor confidence and highlights brand equity as a strategic asset.

Brands also benefit from participation in the Superbrands Tribute Event – an exclusive event attended by C-suite leaders, the media and industry influencers – at which the awards are presented, as well as digital exposure through Superbrands’ platforms – including online features, videos and backlinks.

In the eyes of consumers and trade partners, Superbrand status signals reliability and performance. Independent research by agencies such as Nielsen and Kantar affirm that consumers are significantly more likely to consider brands that are endorsed by Superbrands – in fact, purchase consideration rates reach up to 70 percent in parts of Asia and even higher in some global markets.

Superbrands status places a company among an elite international community of leading brands, offering lasting credibility and recognition.

For many organisations therefore, being a Superbrand is not only a validation of their most recent achievements but a catalyst for continued excellence and growth.