The starting point of the brand selection process is to create a list of the population of major brands operating within Pakistan. Usually, this list consists of thousands of brands. The Superbrands organisation then goes through a secondary process whereby this extensive list is reduced to a narrower shortlist of potential Superbrands.

Superbrands selects a Council of Judges comprising of prominent professionals from the fields of media, marketing and advertising who have a deep understanding of the branding landscape. This is an independent Council that works voluntarily for Superbrands. These eminent individuals and opinion leaders are invited to grade the shortlist of potential Superbrands. They are not allowed to grade brands with which they are associated or those whom they consider competition. Council members score brands according to a set criteria based on quality, reliability and distinction. Each brand is scored on a scale of 1-20 based on the Council’s opinion of the brand’s strength.

This year, Superbrands Pakistan has collaborated with The Nielsen Company in order to incorporate consumer feedback into the brand selection process. Nielsen, the world's leading marketing and media information company, has conducted an extensive nationwide
door-to-door survey to identify and select what the general public feel are the strongest brands of the country. This survey has been conducted across the four provinces of Pakistan exclusively for Superbrands.

Both the Council and the consumers are required to judge all the brands on the following three criteria:

	Quality. Does the brand represent quality products and services?
	Reliability. Can the brand be trusted to deliver consistently against its promises and maintain product and service standards at all customer touch points?
	Distinction. Is the brand not only well known in its sector but suitably differentiated from its competitors? Does it have a personality and values that make it unique within its marketplace?

We tabulate the scores from both the Council and the consumer survey, awarding the most highly rated brands with Superbrand status and inviting them to participate in the wider promotional activities surrounding the project.