Accountancy Age named as Business Superbrand

Accountancy Age has been named as a Business Superbrand, alongside
the BBC, Google and The Economist.

The selection process – based on brands’ quality, reliability and distinction
– was carried out through a vote by the Business Superbrands Council and a
survey by research agency YouGov of more than 1,400 business professionals.

Some 1,300 brands were shortlisted from an initial list of thousands drawn up
by independent researchers, with just 500 finally selected by the Business
Superbrands council. Other names to make the final 500 include Microsoft, BT,
Vodafone, British Airways, BT and Apple.

‘We believe recognition is down to the central role Accountancy Age has
played in our industry for 37 years and the close relationship we have with our
readers, who are some of the most influential players in UK plc,’ said publisher
Kumaran Ramanathan.

‘It also reflects the steps we have taken in recent months towards becoming a
fully cross-media title, offering readers the information in the format that
they choose – in print, online, at face-to-face events and through audio and
video.’

All the brands to make the final list had to stand up against the following
definition: ‘A Business Superbrand has established the finest reputation in its
field. It offers customers significant emotional and or tangible advantages over
its competitors, which (consciously or sub-consciously) customers want,
recognise, and are confident about investing in.’

Members include of the Business Superbrands Council include Yo! Sushi founder
Simon Woodroffe; Anthony Carlisle, executive director of Citigate Dewe Rogerson;
Steve Cooke, marketing director of BMRB; and John Mathers, CEO of Enterprise IG,
which has worked on rebrandings of Hilton, Vodafone and Deloitte

Stephen Cheliotis, chairman of the council said: ‘We should congratulate all
500 brands who have been awarded Business Superbrand status. Beating thousands
of other brands from all fields of industry they represent the business branding
elite and can be proud of their achievement.

‘Owning a strong brand is key to having a successful business, although the
need to develop and invest in a brand has only recently been considered a
priority in most business-business markets, making these winners even more
noteworthy.’