The Superbrands program is an independent global authority assessing and evaluating brands. The title Superbrands is awarded to the best brands annually in 90 countries worldwide, on the basis of uniform criteria selected by an independent Superbrands Council.
The companies in the Superbrands program are nominated based on a database of all registered commercial trademarks provided by the Industrial Property Office. The list of nominees is compiled by Bisnode based on business data and results. One of the most important steps in the selection process is consumer research on the basis of the familiarity and popularity of the nominated brands conducted by GfK Czech Republic. This step results in a shortlist of semifinalists. The expert committee – the Superbrands Council – has the final say in awarding the title.
Apart from Business Superbrands awarded to business brands, other titles are also awarded like Consumer Superbrands for consumer brands, Superbrands Honorary nonprofits, SUPERSON – the Superbrands Personality of the Year and a Superbrands Most Popular award chosen by the general public.
In the Czech Republic, the Superbrands program was renewed 2013. From 2014, evaluation is made not only in the consumer brand category, but also in business and industrial brands that are major players in specialized sectors of industry, agriculture and trade. The Consumer and Business Superbrands of the year represent the elite in their respective categories.
