"Business Superbrands" aims to highlight business brands, from a wide range of sectors, which have become the strongest and most iconic in their field. The publication explores, with text and visual, how these brands have succeeded in reaching the top and the journey that they have taken to get there. "Business Superbrands" is part of a pioneering programme that was founded with the aim of paying tribute to the UK's strongest brands. Through identifying these brands and providing their case histories, the Superbrands organisation and its eminent panel of judges - the Business Superbrands Council - hopes that people will gain a greater understanding and appreciation of the important and highly topical discipline of branding and a greater admiration for the brands themselves.