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
  1. BBC
  2. Microsoft
  3. British Airways
  4. BT
  5. Google
  6. BP
  7. Vodafone
  8. Apple
  9. Rolls Royce Group
  10. Hertz
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