Selection of all Super brands projects happens at two levels.

Level 1

In the first instance, relevant audiences are invited to score listed brands. Banner space taken on high density portals, diverts traffic to the Super brands website. Respondents keen to participate are invited to fill in important fields so that contact with them can be established, should a crosscheck to determine their authenticity be necessary. After acceptance of the information provided by the respondent, the list of categories, alphabetically programmed, opens. Visitors can choose those they wish to score. On clicking the category the list of brands under each are exposed. A section titled Others is available on this page so that brands which may have been inadvertently omitted by us are incorporated by the respondents. Once threshold numbers of scorers has been reached a primary league table is created. Brands with a score of less than 6.50 points out of a possible ten and categories which draw less than 50 respondents are eliminated from further participation. The rest are sent to the next round of evaluation.

Level 2

Here marketing professionals, called the Super brands Council, subject each brand to individual scrutiny. To the scores provided by them, the average score given by the on-line respondents is added. In this way consumers are given a further 9.09% weight-age.

Final Analysis Only brands which have scored exceptionally in each category are invited to participate. In other words Super brands are always selected, never applied for. It is important to understand that the nature of the scoring process makes it almost necessary for brands to be nationally available at any rate to be nationally recognized. This fact also explains why regional brands even if they are very powerful locally rarely get the Super brands status.

Operations | Home Super brands India Operations Super brands success is based on the belief that strategies that sell are the result of a fine understanding of the market and market needs. And those at the helm of the largest companies are the most efficient in recognizing them. As a result, not so long ago, Super brands was driven completely by their perspective. However, when markets evolved and research in India suggested that brand managers were keen to see the participation of consumers in the scoring process, Super brands relented. The new modus operandi followed by Super brands in India and increasingly by a number of other countries is now a two-stage operation. The first stage, involves consumer scoring. Here audiences are asked to respond on the basis of their overall experience with a given brand. Once the scoring is complete a league table is formed which eliminates all brands which have received a score of less than 6.5 out of 10. The list of brands which survive is then sent to members of the council comprising the countrys most outstanding marketing, research, media and/or advertising minds. Superbrands recognises than many council members would have interests in the countrys most important brands. To remove biases from creeping in, Superbrands advises them not to score for such categories; their score is taken as the average score of all the other scoring members. Thanks to such barriers, Superbrands has earned an enviable reputation for fair play and has come to be recognised as the worlds premier, independent arbiter on branding. Indeed, the organisations raison dtre is to promote the discipline of brand management and pay tribute to exceptional brands. Through identifying them and rendering their case histories in a coffee table book, the organisation hopes that people will gain a greater appreciation of the discipline of branding and a greater admiration for the brands themselves. The Superbrand status is a fine testimony to a brands strength. Since 2003 when the first Superbrands logo was issued in India to a brand to today, more than 135 companies have used it to advertise their pre-eminent standing. Indeed, in a market where categories are growing annually at 10% and more, this recognition has helped brands create a brand differentiator. Research conducted by Superbrands has shown that of the many awards industry gives out each year, Superbrands is not only top-of-mind, the status is also suggestive of a trustworthy brand.

Genesis | Home Superbrands India Genesis Superbrands India was launched in December 2002 when the first Council of Members was formed to judge consumer brands. The 1st edition of Consumer Superbrands was released in September 2004. Since then, the company has produced and launched three more books: the 1st and 2nd editions of Business Superbrands (in September 2005 and August 2008 respectively) and the 2nd edition of Consumer Superbrands (in April 2007). After two books were released, Superbrands India researched its offering. It discovered that brand managers, while appreciative of the books, would have also liked to see the inclusion of consumers in the study. The appearance of brands from the 2nd edition of Consumer Superbrands onward is the result of this inclusion. The involvement of relevant consumers has been a huge success. More than 60,000 people have so far participated in the scoring process, collectively marking more than 1 million scores. By any standards of research this is a stunning result. As a comparison, global studies cutting across continents usually cover less than 20,000 respondents.