Sage Blog

We’re chuffed to have made the top 50 Business Superbrands, so to celebrate we asked Stephen Cheliotis from The Centre for Brand Analysis to talk about what makes a Superbrand and why it matters.

The Business Superbrands results have just been released. The annual survey, conducted by my team at The Centre for Brand Analysis on behalf of Superbrands UK, identifies the UK’s strongest business-business brands as judged by both experts and 2000 UK business professionals.

Stephen Cheliotis Chief Executive, The Centre for Brand Analysis

Why this matters

But why should the results be of any interest to you? Simply put it is because brands matter. This survey is not an evaluation of logos or simply brand names; it is an assessment of how a range of brands operating across diverse industries are perceived in the UK. These opinions affect individuals’ attitudes and behaviour, including their purchasing intentions, toward the brands. It thus in-turn affects the business success of the brand owners and ultimately their bottom-line.

Brands are valued at millions, often billions of US dollars but why are they worth so much? A powerful, well-regarded brand can, put simply, shift the demand curve. They can enable the brand owner to stimulate interest and desire for their products and services, thereby increasing the volumes sold and / or the premium that the brand can command over weaker branded alternatives. For the owner possession of a powerful brand also reduces their risk, for example during an economic downturn, like the one we are experiencing, the loyalty and trust consumers have of strong brands results in less switching than experienced by rivals. Equally a flight to quality from weaker brands is evident across all industries. When demand picks up strong brands tend to enjoy the upswing quicker, whilst in normal conditions ownership of an influential brand provides an opportunity to enhance revenues further through product extensions, licensing or geographical expansion.

Brands also positively impact upon other stakeholder groups, not just the consumer. For example the very best employees and graduates will be attracted to companies with a high profile and esteemed brand. The result is a virtuous circle. The brightest sparks are recruited, once inside the business they are motivated and engaged, resulting in enhanced innovative levels, better customer service and increased advocacy. This in-turn creates more customer demand and satisfaction, which makes the brand more successful, which motivates its staff further.

I could go on for pages about why brands matter but in today’s modern world, where product innovations can be swiftly mimicked, brand reputation can be an essential and unique asset that is hard to replicate.

How do we select the brands

Firstly brands do not submit an entry or case study to be considered as a Business Superbrand. Instead, all of the key brands operating in the UK from across over 50 sectors of industry are identified by our researchers and feature in the initial population list. This list is sent to an independent and voluntary council of experts who rate the brands. Council members are experienced high profile individuals from the business and marketing community. Their scores are collated and ordered, with only the top circa 60% of brands, based on the collective council score, going through to next stage. The top 40% are then judged by 2000 senior business professionals whose opinions are canvassed.

Both audiences when voting on the Business Superbrands were asked to judge the brands based on whether they represented;

• Quality (e.g. are its products or services of high quality)
• Reliability (e.g. can consumers trust the brand to deliver against its promises
• Distinction (e.g. does the brand stand out from its competitors; does it have personality and values that set it apart from its peers

Ultimately both the council and business professionals’ views on the top 60% of brands are combined on an equal basis to give each an official score and rank. Only the highest scoring brands based on this combined official score are awarded Business Superbrands status.

The results

The 2011 league table sees Rolls-Royce Group named as the number one UK Business Superbrand. This will be the first time since 2007 that the list has not been topped by either Microsoft or Google. Having come in 2nd place for the last two years, Rolls-Royce Group has toppled technology giant Microsoft which comes in 3rd, whilst BlackBerry climbs one place to take this year’s number two spot.

Other brands to feature in the top ten for 2011 are internet giant Google, which comes in at number four, followed closely by Apple at five, which is a new entry into the top 10. The remainder of the top 10 consists of the London Stock Exchange, accountancy and consulting giant PricewaterhouseCoopers, pharmaceutical behemoth GlaxoSmithKline, Visa and Bosch. Eight out of this year’s top 10 also featured in last year’s top 10, proving that a highly regarded and powerful brand has staying power.

And how did the owners of this blog fair?

Sage, has been a very strong and improving brand over the five years that The Centre for Brand Analysis has been conducting the research. In 155th place in 2007 it has improved its position every year since then and now sits just inside the top 50 in 49th place. Out of the thousands of brands considered that is a pretty impressive result. Over a third of UK business professionals rate Sage a Business Superbrands, which is more than rivals including giants such as SAP and Oracle, which considering their size and spend capability is a remarkable result. The key for Sage will be to consolidate their position and continue to build brand equity with business professionals through innovative reliable and effective products, excellent customer service and strong marketing and communication.

As for your own brand, whether you work with a small or large company, whether it is in this listing or not, you have to ask what your brand stands for, how it is perceived by key stakeholders, whether it has any traction, how you can build its reputation and ultimately how your brand can result in a better, stronger and more stable business.

For more information or to review the top 500 Business Superbrands for 2011 do visit the Superbrands’ UK site on www.superbrands.uk.com – In the meantime well done to Sage, Rolls-Royce Group and all of the brands securing a strong position in this years rankings.

Stephen Cheliotis, Chief Executive, The Centre for Brand Analysis and Chairman, UK Superbrands & CoolBrands Councils