Superbrands

LEYLAND TRADE RECOGNISED AS A BUSINESS SUPERBRAND FOR 2009

Leyland Trade Paints have been recognised as one of the UK’s leading business brands by the Superbrands organisation. The announcement follows a robust selection process administered independently by The Centre for Brand Analysis. It analysed the views of a voluntary Expert Council and over 1,500 business professionals. Of the thousands of brands initially considered only the top 500 are deemed to be Business Superbrands in the prestigious annual listings.

Stephen Cheliotis, Chairman of the expert council & CEO, The Centre for Brand Analysis, said: "Congratulations Leyland Paints. A Business Superbrand has established the finest reputation in its field. It offers customers significant emotional and/or tangible advantage over its competitors which customers want and recognize; it must also represent quality, reliability and distinction."

Now in its seventh year, Business Superbrands identifies and pays tribute to the country’s strongest B2B brands.

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?

About the Business Superbrands Selection Process

The entire selection process is administered by The Centre for Brand Analysis (TCBA). The key stages of the selection process are as follows:

• TCBA researchers compile a list of the UK’s leading business to business brands, drawing on a wide range of sources from sector reports to blogs. From the thousands of brands initially considered, a list of just over 1,100 brands is created.
• These brands are scored by the independent and voluntary Expert Council, which is assembled and chaired by TCBA’s chief executive. Bearing in mind the given definition of a Business Superbrand (see above), 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. The lowest-scoring brands (approximately 40 per cent) are eliminated at this stage.
• The remaining brands are voted on by more than 1,500 individual business professionals – defined as those who have either purchasing or managerial responsibilities. These individuals are accessed via a YouGov panel
• Taking the views of the experts and the business professionals into equal account, a combined score is produced for each brand. This score determines its position in the official league table; only the top 500 brands in that table are deemed to be Business Superbrands.
• For more information on Superbrands please visit www.superbrands.uk.com