UK, 2011-Feb-28
The announcement today acknowledges Siemens as one of the UK’s leading business to business (B2B) brands. The ranking follows a robust research process administered independently by The Centre for Brand Analysis, which analysed the views of an Expert Council and 2,000 UK business professionals.
Of the thousands of brands initially considered, only the top 500 are deemed to
be Business Superbrands. Industrial Engineering category leader Siemens, was
placed 29th overall, improving one place from last year, in the prestigious annual
listing, which is now in its ninth year.
Stephen Cheliotis, Chairman of the Expert Council & CEO, The Centre for Brand
Analysis, said: “Congratulations to Siemens on again confirming its Business
Superbrands status. This shows the strength and potency of the Siemens brand in
the UK.”
“As we enter another difficult year, the resilience of a business can be boosted by
its reputation, helping to stimulate demand and loyalty versus weaker-branded
rivals. Siemens and its employees can be extremely proud to be recognised
amongst the UK’s leading B2B brands. The achievement reflects the views of
experts and professionals who deemed the brand to represent quality, reliability
and distinction,” added Cheliotis.
Rolls-Royce Group was the number one brand overall, up from second last year,
whilst BlackBerry also moves up one position from last year to take second place.
Completing the top three is software giant Microsoft, which fell from the number
one spot. Eight of the top ten remain the same as in 2010, proving the buoyancy
a strong brand provides.
Andreas J. Goss, Chief Executive of Siemens in the UK, is very pleased with the
company’s success: “To be recognised nationally as a Business Superbrand is a
powerful testimony to the pioneering strength of our company and the
dedication of our 16,000 employees throughout the UK.”
- ENDS –
Catagories & Catagory leaders represented in the top 500
| Category | Number of brands | Category leader | Leader's rank |
| TECHNOLOGY - HARDWARE & EQUIPMENT | 27 | APPLE | 5 |
| SUPPORT SERVICES - ASSOCIATIONS & ACCREDITATIONS | 22 | THE LAW SOCIETY | 77 |
| INDUSTRIAL ENGINEERING - GENERAL | 22 | SIEMENS | 29 |
| SUPPORT SERVICES - GENERAL | 20 | RAC | 100 |
| CONSTRUCTION & MATERIALS | 16 | PILKINGTON | 43 |
| RETAILERS - OFFICE EQUIPMENT & SUPPLIES | 16 | STAPLES | 98 |
| SUPPORT SERVICES - INFORMATION PROVIDERS | 16 | BLOOMBERG | 63 |
| EXECUTIVE EDUCATION, TRAINING & DEVELOPMENT | 15 | LONDON SCHOOL OF ECONOMICS AND POLITICAL SCIENCE | 23 |
| FINANCIAL - BANKS | 15 | DEUTSCHE BANK | 80 |
| MEDIA - TRADE PUBLICATIONS | 15 | THE GROCER | 148 |
| PHARMACEUTICALS & BIOTECH | 15 | GLAXOSMITHKLINE | 8 |
| SUPPORT SERVICES - CONSULTANCIES | 15 | IBM GLOBAL SERVICES | 107 |
| TRAVEL & LEISURE - BUSINESS HOTELS | 15 | HILTON | 39 |
| AEROSPACE & DEFENCE | 14 | ROLLS-ROYCE | 1 |
| CONSTRUCTION & MATERIALS - TOOLS / EQUIPMENT | 12 | BOSCH | 10 |
| INSURANCE & RISK MANAGEMENT | 12 | LLOYDS OF LONDON | 37 |
| SOFTWARE & COMPUTER SERVICES | 12 | MICROSOFT | 3 |
| SUPPORT SERVICES - RECRUITMENT | 12 | REED | 145 |
| SUPPORT SERVICES - LEGAL | 11 | CLIFFORD CHANCE | 184 |
| UTILITIES | 11 | EDF ENERGY | 136 |
Industrial Engineering / general official results:
| 2011 Official RANK | BRAND |
| 29 | SIEMENS |
| 40 | CATERPILLAR |
| 68 | GE |
| 72 | 3M |
| 108 | TETRA PAK |
| 111 | MASSEY FERGUSON |
| 132 | HONYWELL |
| 180 | GKN |
| 183 | MITSUBISHI ELECTRICS |
| 254 | PHILIPS MEDICAL SYSTEMS |
| 195 | SMITHS |
| 296 | INVENSYS |
| 303 | JCB |
| 310 | THYSSENKRUPP |
| 380 | ALSTOM |
| 420 | ABB |
| 445 | SKF |
| 452 | VENT-AXIA |
| 475 | REXAM |
| 490 | SMURFIT KAPPA |
| 509 | HOWDEN |
| 538 | WEIR |
| 572 | TOMKINS |
| 591 | ST IVES |
| 617 | MACGREGOR |
Notes to editors:
About Siemens in the UK
Siemens was established in the United Kingdom 168 years ago and now employs around 16,000
people in the UK. Last year’s revenues were £4.1 billion. As a leading global engineering and
technology services company, Siemens provides innovative solutions to help tackle the world’s
major challenges, across the key sectors of energy, industry and healthcare. Siemens has offices
and factories throughout the UK, with its headquarters in Frimley, Surrey. The company’s global
headquarters is in Munich, Germany. For more information, visit www.siemens.co.uk
For more information, contact:
Laura Smith
PR Manager
Siemens Plc
Tel. +44 (0)1276 696374
Laura.smith@siemens.com
For further information:
Mark Doonan or Jim Hawker at Threepipe
Mark.doonan@threepipe.co.uk / jim@threepipe.co.uk
020 7632 4800
Stephen Cheliotis, Chairman of the Expert Council & CEO, The Centre for Brand Analysis
020 7079 3317 / 07773 396 784 or stephen.cheliotis@tcba.co.uk
Business Superbrands Selection Process – Summary
The UK’s Business Superbrands are chosen by a panel of Experts and 2,000 individual business
professionals from across the UK. Brands do not apply or pay to be considered. The business
professionals’ vote is the culmination of an independent selection process, which considers
thousands of brands from over 50 sectors.
Business Superbrands Selection Process – Detail
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 was 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 below), 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 2,000 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.
Business Superbrands Definition
When voting on the brands, both the Expert Council and the business professionals consider the
following definition of 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?
Business Superbrands Expert Council 2011
Andrew Pinkess. Director of Strategy & Insight, LBi Int AB
Ardi Kolah. CEO, Guru in a Bottle
Chris Cowpe. Partner, The Caffeine Partnership
Chris Wilson. Managing Director, Earnest
Clamor Gieske. Manager, Vivaldi Partners
Clive Mishon. Chairman, Pulse Group & Institute of Promotional Marketing
Damon Segal. Founder & Managing Director, Emotio Design Group
Darrell Kofkin. CEO, Global Marketing Network
David Willan. Chairman, Circle Research
Elizabeth Renski. Editor-in-Chief, CEO Today
Gareth Richards. CEO, Ogilvy Primary Contact
Jaakko Alanko. Chairman, McCann Enterprise
James Ashton. City Editor, The Sunday Times
Joanna Higgins. Consultant Editor & Writer, CBSi
Matthew Stibbe. Writer-in-Chief, Articulate Marketing
Pamela Fieldhouse. Managing Director, International Corporate Communications, FD
Paul Edwards. Chairman, TNS-Research International UK
Richard Bush. Founder & CEO, Base One
Richard Glasson. Former Chief Executive, GyroHSR
Russell Place. Chief Strategy Officer, UM
Ruth Mortimer. Marketing Week
Shane Redding. Managing Director, Think Direct
Simon Wylie. Co-Founder, Xtreme Information
Steve Dyer. Managing Director, Clockwork
Steve Kemish. Director, Cyance
Vikki Mitchell. Director, BPRI Group
