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paul stallard's pr blog

What is a superbrand?

Written by Paul Stallard

Each year I am part of the council that chooses the UK’s Superbrands, but how can you join this list? Although this list was published last month I thought I would share some insight into how I make my small contribution to this awesome list.

The brands that get the prestige of joining the Superbarnds list are assessed on quality, reliability and distinction by 2,500 consumers and business leaders. Upon completion of this vote, a final review is conducted by some industry experts and I am always proud to represent the PR and marketing world as a member of the Superbrands council looking at the B2B category.

I always judge the categories based upon a mixture of personal experience and some desk research. I like to review some of the top news stories about a brand in the past year to assess how they are being reported as well as looking at their site and social channels. This gives me a more rounded feel for how the brands are both performing and also being perceived by the outside world. Do they do business storytelling or do they just talk about themselves? It might take an enormous amount of time (and it does) but to join this list is an honour that I want to get right.

See below the top ten lists for the B2B and B2C categories. Do you agree or disagree with any of the choices?

B2B 2018 Superbrands

  1. Apple
  2. BP
  3. Microsoft
  4. British Airways
  5. Emirates Airways
  6. Google
  7. PayPal
  8. Shell
  9. Visa
  10. Mastercard

Consumer 2018 Superbrands

  1. LEGO
  2. Gillette
  3. Apple
  4. Andrex
  5. Coca-Cola
  6. Disney
  7. Marks and Spencer
  8. Boots
  9. Heinz
  10. BMW

For more information on the judging process and to see how you can get your brand involved in consideration for future publications please visit the Superbrands UK site