UK Business Superbrand 2010

ICAEW has achieved UK Business Superbrand status for the second consecutive year, placing 165 in the top 500 listing of business brands.

The annual Business Superbrands programme recognises the UK’s strongest business to business brands. For the past 15 years Superbrands has selected brands that represent quality, reliability and distinction.

Business Superbrands programme

The programme has a completely independent selection process. Researchers compile a list of the UK’s leading business-business brands, and from the thousands initially considered a list of over 1,000 brands is created. These brands are rated by an independent and voluntary expert council, and then voted on by individual business professionals who are accessed via a YouGov panel. Only the top 500 brands are deemed to be Business Superbrands.

What is a Business Superbrand?

‘A Business 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 experts and professionals are asked to judge the brands against the following three factors.

Quality: Does the brand represent quality products and services?

Reliability: Can the brand be trusted to deliver consistently against its promises and maintain product and service standards at all customer touch points?

Distinction: Is the brand not only well known in its sector but suitably differentiated from its competitors? Does it have a personality and values that make it unique within its market place?