The whole research process is conducted by an independent research company. It is made up of 6 stages which include:
After the brand selection phase, the selected brands were then unveiled at a Superbrand Launch ceremony held on the 31 May 2017. As usual, before the unveiling of the shortlisted brands, the Adjudication Committee was given a chance to verify and endorse these 2017 shortlisted brands for the year in Zimbabwe.
After the consumer research the results are then presented to the adjudication committee for their final verification and endorsement. The adjudication panel will also make further analysis on internal variables that take into account brand achievements during the particular year. The Adjudication Panel make critical analysis beyond the market research results to ensure that brands are not just awarded because they are popular or well known, but are awarded due to their impact or achievements during each particular year.
The final results are then presented at the Annual Superbrand Awards ceremony, which is the most prestigious event of the year, where top business to business (B2B) and business to consumer (B2C) brands are given awards. The brands are also further categorized and ranked in their respective sectors based on the weighted scores. Based on this, sectorial leaders and their runner-ups are also given awards.
After the Awards, a report is published profiling these top brands. Participants can also take up the advertising space in the Superbrand Report. Individual brand reports giving market insights from the market research are also compiled and distributed to participating brands. The individual brand reports contains a wealth of market information that assists in terms of strategy.