The organisation, which "aims to promote branding and pay tribute to exceptional brands", will now be known as the Brand Council, although the erstwhile name will remain for some of the organisation's books.
Organisation founder Marcel Knobil announced the rebrand last week at a breakfast briefing held in London.
Superbrands, which Knobil founded in 1995, has 250 member companies in the UK and networks in 18 countries.
At the briefing, Greenpeace UK's marketing and fundraising director Cathy Anderson addressed around 40 delegates on the theme "CSR -- corporate social responsibility or corporate social rip-off?"
Anderson was critical of firms that appeared to be "long on words and short on action".
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