From the thousands of brands initially considered, a list of approximately 1,450 brands is forwarded to the Superbrands Council. The independent and voluntary Superbrands Council considers the list and members individually award each brand a score from 1-10.

A nationally representative panel of 3,265 consumers is surveyed by YouGov. The top 500 highest-ranking brands, based on the consumer scores, are awarded 'Superbrand' status and are invited to join the Superbrands programme. Experts and consumers were asked to consider the following definition of a “Superbrand” when voting: “A Superbrand has established the finest reputation in its field. It offers consumers significant emotional and tangible advantages over other brands, which (consciously or subconsciously) consumers want and recognise.” Superbrands must demonstrate: Quality - Does the brand represent quality products and services? Reliability - Can you trust the brand to deliver consistently against its promises and maintain product and service standards at all customer touch points? Distinction - Is it well known in its sector? Is the brand suitably differentiated from its competitors? Does it have a personality and values that make it unique within its market place?”