Siemens voted a leading UK Business Superbrand

Roland Aurich, CEO Siemens plc and North West Europe, said: “I am delighted to see Siemens recognised as a leading UK business brand. I hope the Superbrands initiative helps young people, deciding on their careers, to consider working for global engineering companies that operate here in the UK.”

As Industrial Engineering category leader, Siemens has a strong and long-established UK manufacturing and engineering presence. Today, Siemens has 13 UK factories and 13,000 UK employees, with plans for further growth. The company has operated in the UK since 1843 shortly before its global corporation was established in Germany. The UK founder, William Siemens, was knighted by Queen Victoria.

Engineering is vital to the UK economy and represents 20% of the country’s GDP, employing more than 4.5 million people. All our lives are touched by the products and services provided by engineering companies, from the electricity required for heating and light, the transport and city infrastructure many of us use every day, to the sophisticated medical technology we rely on.

Co-ordinated by The Centre for Brand Analysis, the prestigious Business Superbrands list is drawn from over 10,000 independently identified brands, before being whittled down to a shortlist of just under 1,500, that are then judged by the expert panel and UK business professionals.

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Notes to Editors:

About Siemens in the UK

Siemens was established in the United Kingdom 169 years ago and now employs 12,972 people in the UK. Last year’s revenues were £4.4 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, infrastructure & cities 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

* Data includes intercompany revenue. Data may not be comparable with revenue reported in annual or interim reports.

For more information, contact Siemens PR manager Laura Bennett on:

T: +44 (0)1276 696374

M: +44 (0)7808 823598

E: laura.bennett@siemens.com

What is Superbrands®?

Superbrands is an annual initiative to identify and celebrate the UK’s strongest consumer and B2B brands in Britain. Brands do not apply or pay to be considered for Superbrand status; rather the accolade of Superbrand is awarded after a rigorous and independent selection process (please see below for details). The top 500 results are published every February and a selection of the strongest brands are featured in a luxurious, hardback format book, available from all good bookshops (RRP £50), Superbrands.uk.com or by contacting 020 7079 3310. You can also stay up-to-date on Superbrands news at the Superbrands Facebook page and Twitter.com/SuperbrandsUK

Business Superbrands Selection Process – Summary

The UK’s Business Superbrands are chosen by a panel of Experts and 1,600 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 managed by The Centre for Brand Analysis, 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 under 1,500 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 1,600 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:

Who is on the Business Superbrands Expert Council 2012?

Superbrands:

For further information, please contact Lucinda Marsden or Hannah Ovenden at Publicasity T: 020 7632 2400

E: lmarsden@publicasity.co.uk / hovenden@publicasity.co.uk