Time is precious. There are many different brands available to you today – sometimes too many. When you have to decide on which brand to purchase, always look for the Superbrands Award Logo. Only those brands that are selected by a stringent consumer survey and have passed a qualitative selection process by the independent Superbrands Council are permitted to use this much coveted award. When purchasing a Superbrand you can be assured that you are purchasing a quality brand.

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.

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. 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.

Names of Council members for 2011 can be seen at: superbrands.com.pk/council

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?

Only those brands obtaining high scores from both the Council and survey respondents are awarded Superbrand status and are allowed to use the Superbrands seal on their packaging.