08 April 2019
Superbrands revealed today that ExCeL London has been awarded Business Superbrands status for 2019.
The Business Superbrands survey has been tracking the perception of a wide-range of business brands in the UK since 2001. This year’s survey evaluated just shy of 1,600 brands across 63 categories from ‘Accountancy & Business Services’ to ‘Waste Management & Recycling’. 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. 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.
Unusually for an industry award, brands do not pay or apply to be considered - in order to provide a broad review of the market and identify the strongest brands in each category, all the key players in each sector need to be voted on.
Stephen Cheliotis, CEO of The Centre for Brand Analysis (TCBA) and Chairman of Superbrands comments: “In unsettled times, businesses that are well-regarded and possess a positive reputation benefit from competitive advantage over weaker branded rivals, providing greater immunity against short-term market volatility.
“Being perceived by buyers and influencers as a leading Business Superbrand is a positive business signal, while also recognition of the hard-work and dedication of the employees of each business attaining Superbrands status.”
The overall top 10 Business Superbrands for 2019 are:
4. British Airways
Separately, the parallel Consumer Superbrands survey results were also revealed today, showing LEGO as the number one brand according to British consumers. More information can be found on the Superbrands UK website: www.superbrands.uk.com.