Superbrands have published this year’s top 20 B2B brands. The annual ranking is run by The Centre for Brand Analysis.
They make it clear that brands ‘do not apply or pay to be considered’. Instead, from a shortlist of 1500 UK B2B brands, 26 industry experts from the Expert Council individually rate each brand from 1 to 10, judging on three factors: quality, reliability and distinction. Council members are not able to rank brands that they have a relationship with. The shortlist is also ranked by a group of 2500 business professional in managerial positions.
The best performing brands are subsequently awarded a Superbrand label.
Here are the top 10 bands:
- British Airways
For the full list, click here.
B2B Marketing reported on some of the key information from Superbrand’s annual ranking such as
– British Airways, which held first position for the past three years, dropped to fourth place
– BP rose 12 places to second
– GlaxoSmithKline, Bosch and Barclaycard re-entered the top 20
– Hilton Hotels and Resorts and Boeing left the top 20
B2B Marketing quote the CEO of The Centre for Brand Analysis, ‘While the B2B rankings have shown relative calm, with another year of turbulent market changes ahead of us it is clear that brands looking to safeguard their future need to continue to review and invest in their long-term brand plans.’
However, not everyone believes that Superbrands ‘definitive benchmark for brands who’ve set the agenda, outwitted the competition and built enviable reputations’. Mark Ritson, a reporter on Marketing Week, described Superbrands as ‘utter utter pointless’. Ritson believes that the sample is ridiculous, the methodology is bonkers and the result change ‘bounce all over the shop from year to year’.
Image credit: Logos from MC376 on Flickr. Licensed by (CC BY 2.0)