The Business Superbrands survey has tracked perception of a wide range of business brands in the UK since 2001. This year’s survey evaluated just under 1,600 brands across 63 categories. Only the most highly regarded brands from each category are awarded Superbrand status.
The research process was managed by The Centre for Brand Analysis (TCBA) in partnership with Dynata, one of the world’s leading data research companies. It follows a voting process involving 2,500 UK business professionals, supplemented by an expert council comprising 24 senior business-to-business marketing leaders.
All voters were asked to judge brands against the three core factors inherent in a Superbrand: quality, reliability and distinction.
Quality: Does the brand provide quality products and services?
Reliability: Can the brand be trusted to deliver consistently?
Distinction: Is it well known in its sector and suitably different from its rivals?
Additionally, brand perception and voting by individuals is also influenced by a range of both short- and long-term factors, from the brand’s current profile to its latest marketing activities and new product and service developments, giving a holistic picture of how brands are currently perceived.
Commenting on the award, Natalie O’Rourke-Jones, marketing manager at Staedtler UK, said: “We are delighted to have achieved ‘Superbrands’ status for the third year running and welcome the positive impact this independent endorsement will have on our business.
“The judging criteria of quality, reliability and distinction perfectly reflect the core values upon which our reputation is based.”