The fine track record Superbrands has been able to achieve across the world is owed to several factors. In the main, the two keys to its success is its policy that rejects brands not selected by the screening process from gaining the Superbrands status and the second is the strong selection practice it follows in every market it operates in.

The procedure, perfected over many years, is not only efficient in its simplicity it is also obvious in practice.

In most researches, brands are usually graded on finite parameters such as sales, profitability, distribution, efficiency of operations, market capitalisation or a combination of any two or several of these. If such measurements alone were enough then a huge data bank already exists in every single market of the world. But in modern marketing, brands need a slew of new valuation tools so that the strength of a luxury car and a ketchup brand can be measured by the same yardstick. It is here that Superbrands comes in.