In each country that Superbrands operates in, it elects a Superbrands Council, which usually comprises industry experts and practitioners, which selects the top brands under various categories and awards them the status of "Superbrands".

Brands are invited to participate in the Superbrands project based on the following criteria: market dominance, longevity

Longevity

The word "longevity" is sometimes used as a synonym for "life expectancy" in demography or known as "long life", especially when it concerns someone or something lasting longer than expected ....

, goodwill

Goodwill (accounting)

Goodwill is an accounting concept meaning the value of an entity over and above the value of its assets. The term was originally used in accounting to express the intangible but quantifiable "prudent value" of an ongoing business beyond its assets, resulting perhaps because the reputation the firm...

, customer loyalty

Brand loyalty

The American Marketing Association defines brand loyalty as:# The situation in which a consumer generally buys the same manufacturer-originated product or service repeatedly over time rather than buying from multiple suppliers within the category .# The degree to which a consumer consistently...

 and market acceptancy.

Following is the list of Superbrands Council members from respective countries.

• Anna-Carin Enwall, Advertising and Branding Manager, Bonniers Specialtidningar B2C 2007
• Anna Serner, Vice President, Reklamförbundet B2C 2007
• Fredric Carling,Vice President, Levise B2C 2007
• Hans Sydow, Vice President, Saatchi & Saatchi B2B 2006 B2C 2007
• Helena Westin, Branding Expert/DIHR B2C 2007
• Johan Öhlin Projekmanager,TBWA B2C 2007
• Kia Orback Pettersson, Vice President, Konceptverkstan B2C 2007
• Maria Arnholm, Senior Vice President, Corporate Communication, Coop Nordic B2C 2007
• Maria Pierrou, Director Branding, Sifo Research International B2C 2007
• Markus Wilhelmsson, Marketing Manager Private ,Telia Sonera Sweden B2C 2007
• Per Hjärtström,Marketing Manager, Länsförsäkringar B2C 2007
• Peter Andersson, Sales Director, Procordia Foods B2C 2007
• Sten Andersen CEO & Strategist Red Cell Sweden B2C 2007
• Tomas Conradi, Branding Consultant and Founder of Differ B2C 2007
• Toni Nora, Marketing Manager, Hemglass B2C 2007

• Anna Markelius Plyhr, Marketing Manager Accenture B2B 2008
• Pia Grahn Brikell, CEO, Svenska Reklamförbund B2B 2008
• Anders Ragvald, Branding Manager, Swedbank,B2B 2008
• Louise Leo, Marketing Manager, MSN/Microsoft B2B 2008
• Jennie Sinclair, Marketing Manager, Hitta.se/Schibsted B2B 2008
• Bo Bäckman, Senior Consultant, SIFO Research International, B2B 2008
• Cecilia Ahlgren Fries, Marketing Manager, Cision, B2B 2008
• Mattias Isaksson, Communication Manager, PricewaterhouseCoopers B2B 2008
• Kim Alltorp, Google B2B 2008,
• Robert Sherman, CEO, Superbrands Sweden B2B 2008

• Anna Haupt,Brand Manager,SVT,B2C 2009
• Martina Borgman,Brand Manager,OLW,B2C 2009
• Tony Leidenkrantz,Management Consultant,IHM business school,B2C 2009
• Jannike Forslund,Customer- and Retail Manager,Nokia,B2C 2009
• Per Sandin,Head of Nordic Special Marketing,Nordisk Film,B2C 2009
• Linda Persson,Consumer Marketing Manager,Levi´s,B2C 2009
• Niklas Lindén,Product Marketing Manager,Xbox,B2C 2009
• Kim Alltorp, Google, B2C 2009

• Frida Wickholm, Marketing Manager,Cision Scandinavia B2B 2010
• Tomas Bjällerstedt, Design Manager,Posten B2B 2010
• Karl-Oskar Tjernström, Nordisk marknadschef Telecom, Samsung Electronics B2B 2010
• Linda Helltröm, Marknadsdirektör, Lernia B2B 2010
• Stina Liljekvist, Varumärkeschef, E.O.N Nordic B2B 2010
• Karin Nilsson, Marknads- och affärsområdeschef, SvD B2B 2010
• Madeleine Gossner, Head of Marketing Communication, Telenor Mobil Konsument B2B 2010
• Rickard Linderoth,Kommunikationschef, Danske Bank Sverige B2B 2010
• Anna Thelander, Marknadschef Skandinavien, Alcro-Beckers AB B2B 2010
• Richard Götbring, Marknadschef, Mio B2B 2010

Turkey

• Aclan Acar, Member of the Board , Doğuş Holding A.Ş.
• Ahter Kutadgu, Director, Corporate Communications, H.Ö. Sabancı Holding A.Ş.
• Aka Gündüz Özdemir, General Manager, Arçelik A.Ş.
• Prof. Dr. Ali Atıf Bir, Columnist, Hürriyet Newspaper
• Cem Boyner, Chairman of the Board of Directors & CEO, Boyner Holding A.Ş.
• Ertan Etike, Communications Director , Oyak Renault
• Güneri Civaoğlu, Editor-in-Chief, Milliyet Newspaper, Programmer, Kanal D
• Haluk Dinçer
  Haluk Dinçer
  Haluk Dinçer is the President of the Retail and Insurance Group of Sabancı Holding, one of the two largest industrial and financial conglomerates of Turkey.-Biography:...
  
  , Group Chairman, Food & Retailing, H.Ö. Sabancı Holding A.Ş.
• Hıncal Uluç, Columnist, Sabah Newspaper
• Jeffi Medina
  Jeffi Medina
  Jeffi Medina is a prominent Turkish Jewish businessman in the advertisement sector of Turkey.-Biography:He was born in 1950 in Istanbul, Turkey, into a family of Sephardic Jews. He graduated from the German High School Istanbul and went to Strasbourg, France, to study economics at the University...
  
  , Chairman of the Board of Directors, Medina/Turgul DDB
• Mehmet Ali Yalçındağ, CEO, Doğan Yayın Holding A.Ş.
• Nesteren Davutoğlu, Chairman, Lowe İstanbul Agency
• Nurdan Tümbek Tekeoğlu, Turkey Representative, METRO Group
• Umut Oran, Former Chairman of TGSD/ Member of the Board of Directors, EURATEX

UAE

• John Brash, Founder and CEO, Brash Brands
  Brash Brands
  Brash Brands, founded in 2006, is an independent branding and design agency. They are based in Dubai Media City in the United Arab Emirates and have opened a second office in Abu Dhabi to help service the increasing number of their clients in the UAE's capital...
  
  
• Ram Buxani, Director, Cosmos International
• David Cass, Writer & Broadcaster MBC News on 2
• Mike English, Director Superbrands Middle East
• Mishal Kanoo, Deputy Chairman, The Kanoo Group
• Piyush Mathur, Regional Managing Director MENA & Pakistan, The Nielsen Company
• Colm McLoughlin, Managing Director, Dubai Duty Free
• Kim Redman, Regional Director, Middle East Council of Shopping Centres
• Louis A. Scotto, General Manager, Emirates Bank International
• H.E. Sheikha Lubna Al Qasimi, Minister of the Economy and Planning
• Laila Suhail, Chief Marketing Officer, Dubai Shopping Festival