Following the launch of the Superbrand 2015 results people up and down the country have been discussing who is and more telling, who isn’t, on the list. Chatting about this with my CEO over a coffee this morning he asked if I knew how the list is collated to which I replied ‘of course I do!’. The reason for this response was because I am on the judging panel.
The UK Superbrand council is a collection of 30 senior industry figures who work on a voluntary basis. Council members individually award each brand a rating from 1-10 and are not permitted to score brands with which they had a direct association or were in direct competition to. This process took place last summer.
In addition to the council’s contribution, 2,000 business professionals working within the UK private sector and with purchasing or managerial responsibility complete an online survey.
All those involved in the voting have it drummed into them the following definition:
‘A Superbrand has established the finest reputation in its field. It offers customers significant emotional and/or tangible advantages over its competitors, which customers want and recognise.’
In addition, the voters are asked to judge brands against the following three factors:
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?
It was one of the most enjoyable processes I have been part of and was probably as excited about the results being launched this morning as the companies involved. Congratulations to all of the brands who have been lucky enough to receive this prestigious award.
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