Superbrands

• Illustration — In the U.S., the book is called America's Greatest Brands. 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" 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. 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." 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." Cool Brand Leaders: an Insight into Britain's Coolest Brands 2003, which included sixty brands, based on the results of a public poll, was criticised in the Financial Times for being "misguided" in its attempt to define "cool" and for producing "results [that] range from the perplexing to the bizarre."