The brands Britain trusts.
Chosen by the British public. The people’s choice.
Superbrands UK has identified Britain’s strongest brands for more than 35 years. Status is awarded, not applied for. No brand can apply, nominate itself or pay to be included.
Superbrands is one of the UK’s longest-running independent studies of how the British public rate brands.
UK consumers and business professionals decide which brands are eligible for Superbrands Status.
Type at least two letters, then choose a brand from the list.
What qualifies a brand for Superbrands Status?
Not every brand is considered. only brands that meet the minimum recognition and engagement thresholds enter the evaluation.
What does Superbrands Status actually mean?
It is not a marketing award and it is not our opinion. It is an independent designation that a brand is trusted, respected and valued by UK consumers and business professionals, based on research none of the brands can influence. CoolBrands are measured on ten factors and overall cultural authority see here.
How long does Superbrands Status last?
A year. Status is awarded annually and reflects the current research rather than being a permanent title. A brand that holds it this year has to earn it again next year.
Can a brand pay to be assessed?
No. Every brand is assessed the same way. No brand can put itself forward for assessment or selection. The brands that earn Status are chosen by the public research.
Who does the research?
An independent research company, Norstat, runs the data collection. They recruit the people, ask the questions and collect the answers. We do not choose who takes part and we do not see who said what.
Why does verification matter?
A seal on its own can be copied or kept up long after it has expired. Every accredited brand has a verification record hosted here, and that record is the single point of truth on whether its Status is current. If you have been shown a seal, ask for the record.
Norstat conducts the fieldwork independently, which is what makes the result a measurement rather than our opinion. Loaded Dice handles media and storytelling across the programme, with no involvement in the research or in which brands are awarded Status.
Every accredited brand has a verification record: a permanent public page confirming its Status and how it was decided. If a brand has given you a record address, that page is the authoritative answer on whether its Status is current.
Enquiries: hello@viecomm.com