LONDON: Britain's publicly-owned BBC, a long-time political football kicked by the Murdoch press, Blair administration spin-doctors and its commercial rivals, was this weekend garlanded with the accolade of top UK business-to-business brand - outperforming the likes of British Airways, BT and Google.
Selection of a nation's B2B branding champion starts with a shortlist of around 1,300 brands. This is then passed to a seventeen-strong voluntary and independent Business Superbrands Council, an annually revised group of marketing professionals from a variety of backgrounds
The Council rates the brands according to three key factors . . .
- Quality: does the brand represent quality products and services?
- Reliability: can you trust the brand to deliver consistently against its promises and maintain product and service standards across all customer touch points?
- Distinction: is the brand well known in its sector, is it suitably differentiated from its competitors and does it have a personality and values that make it unique within its market place.
This is the Superbrands Council's verdict for 2007, combined with ratings by the business professionals surveyed by YouGov.com
- British Airways
- Rolls Royce Group
Observes Stephen Cheliotis
, chairman of the Business Superbrands Council: "Owning a strong brand is key to having a successful business, although the need to develop and invest in a brand has only recently been considered a priority in most business markets making these winners even more noteworthy."
The Top 500 brands can be viewed by clicking here
Data sourced from multiple origins; additional content by WARC staff