The first phase in the Superbrand process is the selection of brands that participate into the research. In 2017, 200 brands were shortlisted during this phase. During the shortlisting phase, consumers were first educated on what constitutes a Superbrand and were then asked to randomly mention companies or brands that they considered to be Superbrands in Zimbabwe. This process was done without prompting the consumer.

It is from this process that the brands are ranked according to the number of brand mentions. This thereby makes the consumers the critical stakeholders of the Superbrand process, who have the power to select and rate brands that participate in the process.

The Adjudication panel was also tasked in ranking and rating the brands in each sector and a combined score will be used to rank the products during the initial phases. This phenomenon is also in line with the Superbrand process in other nations and key markets such as East Africa where a combined score which takes equally into account both the views of consumers and the adjudication panel is used.

After the unveiling of the participating brands, the next step is to take these brands back to the consumers for rating and ranking through a representative and nationwide consumer research. The survey is conducted among Zimbabwean adults aged between 15 years and 65 years.

This is a quantitative research in which personal face to face interviews are conducted with the selected respondents. A stratified random sampling technique is employed to ensure that everyone in the selected strata has an equal opportunity of being selected. A nationally representative sample of 3000 consumers covering all geographical areas of Zimbabwe (urban and rural) is selected irrespective of gender, employment status and income.