The Superbrands organisation is acclaimed worldwide as being an independent authority and arbiter of branding excellence and is committed to paying tribute to exceptional brands and promoting the discipline of branding. The first Superbrands publication was launched in the UK in late 1994 and is now operating in 90 countries worldwide. Participation in Superbrands is by invitation only, and offered to the most outstanding brands in their field. Superbrands Status is awarded for Quality, Reliability and Distinction by a combination of an expert council and business executives or consumer voting on a comprehensive list of consumer and business to business brands. The Superbrands annual explores the history, developments and achievements of some of the nation's leading brands, showcasing why they are well regarded and providing valuable insights into each brand's strategy and proposition.