[2] Through The Centre for Brand Analysis, it compiles and publishes "Business" and "Consumer" lists, which include companies that are said to meet the organisation's definition of a "superbrand": "A [brand that] has established the finest reputation in its field.

[citation needed] Some commentators have questioned the value of ranking brands that operate in different markets against each other.

In the United States, their publications are called America's Greatest Brands.

The company's 1995 UK publication Superbrands (1995) received a negative review in the Financial Times, with the reviewer stating that the work "offers about as much insight as a random collection of gushing PR handouts.

"[8] The Times review noted that the book was a miscellany of facts and narratives and concluded that "anyone seeking an incisive commentary on UK superbrands should look elsewhere.