In each country that Superbrands operates in, it elects a "Superbrands Council" which selects brands and awards them the title of "Superbrands".
Each participating country publishes its own Superbrands book, which promotes brands in that country. Each brand’s editorial has sub-sections which cover the brand’s market, achievements, history, product or service, recent developments, promotional activities, brand values, and a “things you didn’t know” boxed-section. Other publications in the Superbrands stable include Business Superbrands, CoolBrands, Sport BrandLeaders, and eSuperbrands. In the United States, their publications are called America's Greatest Brands.
- Sophia News Agency (Jan. 11, 2006). British Business Project Superbrands Kicks Off. Retrieved Jan. 26, 2006.
- (June 10, 2004) Superbrands India kickstarts work on Business Superbrands. Retrieved Jan. 25, 2006.