Selection of all Superbrands happens at two levels for selecting the Superbrands which involves both a consumer feedback mechanism as well as that of an expert panel. (Also known as the Brand Council).
The perceptions of the Consumers and Expert Panels views will be sought on the following criteria in relation to individual brands:-
1. Quality: does the brand stand for quality products or services.
2. Reliability: can the brand be trusted to consistently deliver on its promise.
3. Distinction: Is it well known in its field and is it unique to competitors.
A comprehensive market research study is carried out amongst 550 brands in the region in order to asses the strength of the brand as perceived by the consumer. The top performing brands from the council study and expert panel of eminent business, marketing professionals and enterpreneurs is then forwarded to the consumers. The ratings from the consumer research (conducted by TNS RMS) and the Brand Council are then merged to create the consolidated list of Superbrands.
Consumers look at brands from a layman's point of view. In that, he or she does not understand the technicalities pertaining to branding. An expert panel with a business orientated view would perceive the same brand somewhat differently. The approach being adopted by Superbrands therefore integrates consumer insights and an expert panel view through a two-step approach.
