Superbrand offers consumers significant emotional and/or physical advantages over it's competitors which (consciously or sub-consciously) consumers want, recognise, and are willing to pay a premium for. Participation in Superbrands is by invitation only, and offered to the most outstanding brands in their field. Attaining Superbrands status strengthens a brands position, adds prestige and reassures consumers and suppliers that they are buying the best brand in its category.