The only official magazine of The Cleaning Show

Sodexo named Business Superbrand for third year

Published 29th April, 2011 by Neil Nixon

Sodexo named Business Superbrand for third year

Sodexo has again been listed as one of the UK's leading business to business brands by the Superbrands organisation.

Sodexo was chosen as a Business Superbrand for the third year following a robust selection process administered independently by The Centre for Brand Analysis. The centre analysed the views of a panel of experts and 2000 individual UK business professionals. Of the thousands of brands initially considered only the top 500 are deemed to be Business Superbrands.

When voting, both the experts 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, brands were assessed on the following three counts:

• 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?

Sodexo appears in the Superbrands annual and online at . Aidan Connolly, chief executive, Sodexo UK & Ireland, said: "Today, brand is value. To be recognised as a Business Superbrand is a fantastic achievement for Sodexo. The strongest worldwide brands are those that succeed in becoming known, then admired, then chosen."

Stephen Cheliotis, chairman of the Expert Council & CEO, The Centre for Brand Analysis, said: "Congratulations to Sodexo on achieving Business Superbrands status. This status confirms the strength and potency of the 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. The company 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."

Article links