Simplyhealth voted a Business Superbrand 2014
Influential and respected annual Business Superbrands® list places Simplyhealth among the UK’s strongest business to business brands
Following an independently co-ordinated process managed by The Centre for Brand Analysis (TCBA), local healthcare provider Simplyhealth has officially been awarded Business Superbrand status for 2014. The affirmation of Superbrand status follows the latest assessment of the annual survey, which has been identifying the UK’s strongest business to business brands since 2001. The yearly process, managed by TCBA, surveys an expert Council and over 2,000 individual business professionals from across the UK. Both audiences rate over 1,200 brands, which they assess on the three key criteria of quality, reliability and distinction.
For Simplyhealth to achieve Business Superbrand status is really positive, especially considering over one thousand brands were evaluated in the process. Business Superbrand status is affirmation of the goodwill and positive reputation Simplyhealth enjoys within the UK among both marketing experts and business professionals alike. Achieving Business Superbrand status places the brand among an elite of companies, whose brand equity is helping to drive their business forward.
This is a fantastic accolade, the Simplyhealth brand is a fairly new one having been launched to the market less than five years ago. We are delighted with the strength and impact our brand has had in a relatively short space of time and are really pleased to be recognised as one of the top business brands in the UK.
What is Superbrands®? Superbrands is an annual initiative to identify and celebrate the UK’s strongest consumer and B2B brands in Britain. Brands do not apply or pay to be considered for Superbrand status; rather the accolade of Superbrand is awarded after a rigorous and independent selection process (please see below for details).
A selection of the strongest brands are featured in a luxurious, hardback format book, available from all good bookshops (RRP £55), Superbrands.uk.com or by contacting 020 7079 3310. You can also stay up-to-date on Superbrands news at the Superbrands Facebook page and Twitter.com/SuperbrandsUK.
Business Superbrands Selection Process:
The annual Business Superbrands survey is independently administered by The Centre for Brand Analysis (TCBA). Brands do not apply or pay to be considered; rather, the selection process is conducted as follows:
• TCBA researchers compile lists of the UK’s leading business-to-business brands, drawing on a wide range of sources, from sector reports to blogs to public nominations. From the thousands of brands initially considered a final shortlist is created. For 2014, just over 1,200 brands were shortlisted for Business Superbrands.
• The shortlist is scored by an independent and voluntary Expert Council, which is assembled and chaired by TCBA’s chief executive. The council is refreshed each year. Bearing in mind the definition of a Business Superbrand, the council members individually award each brand a rating from 1–10. Council members are not allowed to score brands with which they have a direct association or are in competition to, nor do they score brands they are unfamiliar with.
• The brands are voted on by the consumers of those brands: business professionals, defined as those who have either purchasing or managerial responsibilities within their organisation. Accessed via an SSI online panel, 2,000 individual business professionals were surveyed.
• The views of the council and the business professionals are taken into equal account when determining each brand’s position in the official league table.Business Superbrands Definition When voting on the brands, both the Expert Council and the business professionals consider the following definition of 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?