Being #10 amongst companies such as Google, Mercedes-Benz and BMW is a good place to be. According to the latest SuperBrands yearly report, Sony is one of the top 10 brands according to consumers and professionals living in the United Kingdom. 
Each year just 500 Superbrands are chosen by the UK public. Brands do not pay or apply to be considered. The entire selection process is independently administered by The Centre for Brand Analysis. The key stages of the selection process are as follows:
A comprehensive database of the UK’s leading brands is compiled using a wide range of sources, from sector reports to blogs. From the thousands of brands initially identifi ed, approximately 1,350 brands are short-listed.
A voluntary council of experts scores this list, with members individually awarding each brand a rating from 1-10. Council members are not allowed to score brands with which they have a direct association or are in direct competition to. The lowest-scoring brands (approximately 50 per cent) are eliminated.
A nationally-representative group of more than 2,200 UK consumers on the YouGov panel are asked to vote on the surviving brands. Of these, the 500 highest ranking brands are awarded ‘Superbrand’ status. When considering brands, both the experts and consumers are asked to bear in mind the following defi nition of a Superbrand: ‘A Superbrand has established the fi nest reputation in its field. It offers customers significant emotional and tangible advantages over other brands, which (consciously or sub-consciously) customers want and recognise.’ All Superbrands must represent quality, reliability, and distinction.
Courtesy Superbrands UK.
