Kingspan named Business Superbrand again

The Business Superbrands survey has been tracking the perception of a wide-range of business brands in the UK since 2001. This year’s survey evaluated just shy of 1,600 brands across 63 categories from ‘Accountancy & Business Services’ to ‘Waste Management & Recycling’. Only the most highly-regarded brands from each category are awarded Superbrand status.

Commenting on the prestigious award, Siobhan O’Dwyer, Global Head of Marketing, Kingspan Group said: "As a company, we are extremely proud of our dedicated and hardworking team who are the key to maintaining the Superbrands status for another year. As a pioneer in sustainable products and technologies, Kingspan’s reputation for consistently delivering on quality and innovation continues to grow. The Kingspan ethos is about investing in the future and approaching the challenges of today with innovative strategies, high performing products and technical expertise. Our brand represents quality service and corporate responsibility, and it always strives for excellence. The Business Superbrand status is recognition of this commitment."

The research process was managed by The Centre for Brand Analysis (TCBA) in partnership with Dynata, one of the world’s leading data research companies. It follows a voting process involving 2,500 UK business professionals, supplemented by an expert council comprising 24 senior business-to-business marketing leaders.

All voters were asked to judge brands against the three core factors inherent in a Superbrand: quality, reliability and distinction. Additionally, brand perception and voting by individuals is also influenced by a range of both short and long-term factors, from the brand’s current profile to its latest marketing activities and new product and service developments, giving a holistic picture of how brands are currently perceived.

Stephen Cheliotis, CEO of The Centre for Brand Analysis (TCBA) and Chairman of Superbrands commented: "In unsettled times, businesses that are well-regarded and possess a positive reputation benefit from competitive advantage over weaker branded rivals, providing greater immunity against short-term market volatility. Being perceived by buyers and influencers as a leading Business Superbrand is a positive business signal, while also recognition of the hard-work and dedication of the employees of each business attaining Superbrands status."