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Volume 21
Friday 4th December
Bringing the power of a collaborative community of marketing and branding professionals together to create a brighter future in these difficult times.
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About Superbrands UK Volume 21 Superbrands, now in its 21st volume in the UK, has been providing a snapshot of brand sentiment since 1995. It has seen brands face many new challenges along the way, from brands first having a presence online to the sustainability issues which Superbrands are now committed to addressing. However, in what has been the most turbulent of times, the Superbrands of the UK have shown community spirit, resilience and the determination to get through these extraordinary circumstances, while helping their customers do the same.
Contents p4 Research and Results Overview 2020/21 p6 In Sickness and in Health A selection of Superbrands reflect on these unprecedented times and look to the future p12 The Brands 2020/21 p18 Qualifying Consumer and Business Superbrands
The Superbrands programme aims to shine a light on branding excellence, in both consumer and businessto-business fields, across a wide range of industries. Superbrand status is awarded for quality, reliability and distinction through a combination of branding experts’ and consumers’ opinions. A selection of the identified brands are celebrated in the Superbrands annual publication which explores the history, development, achievements and strategies of these luminaries. This supplement sits alongside the annual, providing a summary of these brands and exploring some of the ways in which they have stayed ahead. Unusually for an industry award, brands do not pay or apply to be considered for Superbrand status, the reason being that in order to provide a broad review of the market and identify the strongest brands, all the key players in each sector need to be evaluated and voted on.
BRITAIN’S CHOICE
2020/21
Superbrands is operated under licence in the UK by the Academy of Chief Marketers, whose purpose is to create a collaborative community of marketing and branding professionals. The aim is to help them tackle challenges and provide them the insights and inspiration to further benefit their brand and career.
CHIEF EXECUTIVE OFFICER ACADEMY OF CHIEF MARKETERS Damon Segal
If you would like to order a copy of Superbrands UK Volume 21, please email books@chiefmarketer.co.uk
BRAND LIAISON DIRECTOR ACADEMY OF CHIEF MARKETERS Tennessee Van Der Vyver
DIRECTOR ACADEMY OF CHIEF MARKETERS Nathan Mathan
EDITORIAL DIRECTOR SUPERBRANDS UK Angela Cooper
CHIEF OPERATING OFFICER ACADEMY OF CHIEF MARKETERS Felisa Kennard
DESIGN DIRECTOR SUPERBRANDS UK Verity Burgess
© Academy of Chief Marketers All rights reserved. No part of this publication may be reproduced or transmitted in any form by any means, electronic, digital or mechanical, including scanning, photocopying, recording or any information storage and retrieval system relating to all or part of the text, photographs, logotypes without first obtaining permission in writing from the Academy of Chief Marketers together with the copyright owners as featured.
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Research and Results Overview 2020/21 STEPHEN CHELIOTIS CEO, The Centre for Brand Analysis (TCBA) & Chair, Superbrands Expert Councils Since 1995, Superbrands’ rankings have provided an overview of sentiment toward brands operating in the UK. Adopting its current methodology in 2006, the research process canvasses the views of UK consumers, business professionals and marketing experts. This year, 3,233 brands were assessed; 1,610 business-tobusiness brands across 64 categories, and 1,623 direct to consumer brands across 78 categories. Brands never apply to be considered, each year all key players within each sector are evaluated to identify the most highly regarded. The business-to-business brands were assessed by an independent expert council of 20 senior business-to-business marketing leaders, alongside 2,500 UK business professionals, all with purchasing or managerial responsibility within their businesses. A nationally representative sample of 2,500 UK adults voted on the consumer brands. Additionally, 30 leading experts on the Consumer Superbrands Council also rated the brands, with any lowly appraised vetoed from attaining Superbrand status. Combining two audiences’ perception ensures the experts’ view, typically factoring in considerations such as each brand’s purpose, positioning and distinctiveness, are combined with prospective buyers’ awareness and sentiment toward each brand, which is naturally vital. Both the business professionals, canvassed for Business Superbrands and UK public, canvassed for Consumer Superbrands, are accessed through TCBA’s fieldwork partner, Dynata, a global leader in digital research data. While all voters bear in mind the three criteria that must be inherent in a Superbrand when casting their votes, namely quality, reliability and distinction, individual’s perception will rightly and naturally be impacted by everything they have seen or heard about each brand. Using Superbrands’ results to understand a brand’s equity and equity change requires reviewing the detailed sector data over time to uncover underlying deviations in performance. Brands typically have a ranking range within which they fluctuate over time, which is determined by fundamentals such as a brand’s comparative physical and mental availability. Shorter-term impacts, such as levels of exposure, tend to influence the brand’s position within its range in a given year. A significant variation to its mediumterm range, a decoupling of movement compared to sector patterns, or extended periods of overall and sector rank improvement or decline, signify underlying alterations.
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Category leadership change can be a significant indicator of major shifts. Reassuringly for existing front-runners, only 19 of the 78 categories in Consumer Superbrands changed leader, with many of these simply being alternations between closely-matched established competitors; for example, Pedigree regained the helm of the ‘Pet Products’ category from Whiskas after a one-year gap, while Visa retook the leadership of the ‘Financial – General’ category from arch rival Mastercard. Other category leadership shifts however reflect deeper change, for instance Spotify taking over the top of the ‘Media – Radio & Music Streaming’ category from Capital FM. Spotify’s considerable and consistent improvements in the rankings over recent years, rising 261 places and gaining over 7% more voters compared to last year alone, contrasts considerably to more traditional peers. Similarly, Netflix replacing the BBC as the number one brand in the ‘Media – TV’ category is a comparable culmination of trends seen over recent years. Naturally, individuals are keen to explore the overall winners. In that regard, the leading Superbrands are fairly consistent over time, as you might expect. Strong brands do not rise or fall overnight, however with so many brands involved in the process and the voting percentage gaps between each brand small, a tiny voting shift can impact overall rank. It is important therefore, not just to monitor the absolute rank but the detail behind it. For instance, while Rolex has achieved the number one position in Consumer Superbrands this year, a rise of four places from last year, its underlying performance is unsurprisingly consistent. Its rise is merely due to marginal shifts in both its voting percentages and those of the surrounding brands, rather than any substantive change in voting. Its medium-term range remains tight and consistent, while its performance compared to sector peers is stable. Generally, steadiness remains common across the leaders, with only three of this year’s top 10 not featured in last year’s equivalent; two of those were in the wider top 20 last time and the third, Nike, was 22nd and is a regular in the elite group, appearing in the top 20 in four of the last eight years. An additional data point to Superbrands, introduced a couple of years ago, is the relevancy index. This sub-index is based on whether consumers believe an individual brand has gained or lost relevance to people today, compared with in the past. This sub-index reduces the impact of longer-term goodwill on a brand’s scores and focuses consumers’ minds on current use. Comparing a brand’s performance in both indexes can reveal whether a brand is much loved but increasingly irrelevant, more relevant than in the past but not yet loved, or ideally well regarded and deemed to be highly relevant. As an obvious illustration, Marks & Spencer might fall into the former category remaining a relatively strong performer in the overall Superbrands rankings in 41st place, the leading ‘Department Stores & General Retailer’, but placing a very lowly 1,364th in the relevancy index. In contrast, Aldi is eighth in the
brand relevancy table but a mere 240th, or fifth in category behind Tesco, Sainsbury’s, Waitrose and Asda, in the core Superbrands ranking. The Business Superbrands rankings show similar patterns to Consumer Superbrands. A fairly consistent top 20, with only five changes in the top 20 entrants, all of whom, bar Adobe, have been in the top 20 on at least one other occasion over recent years. There are even less changes in category leadership than Consumer Superbrands, with a mere 13 leadership changes. Naturally the research is primarily used to identify and reaffirm the leading brands in each category to award those brands Superbrand status. Beyond that, a deeper and longer-term look at the core index and associated relevancy index, can reveal much about a brand’s performance. Whether you are interested in just the overview of which brands are leading in the UK, be that overall or within category, or require a deep dive of the data to understand a given brand’s underlying performance, we hope you find the indexes useful and interesting. Consumer Superbrands Top 10
Business Superbrands Top 10
Rolex
Microsoft
1 2
Visa
Apple
3
Samsung
British Airways
4
Andrex
Visa
5
LEGO
Samsung
6
Apple
7
Coca-Cola
Mastercard
8
Kellogg's
Shell
9
British Airways
PayPal
10
Nike
Emirates
Brands
Categories
Relevancy Index
1
Macmillan Cancer Support
Charities
61.25
2
Amazon
Retail – Entertainment & Gifts
61.23
3
Netflix
Media – TV
60.23
4
Social, Search & Comparison Sites
58.94
5
PayPal
Financial – General
58.07
6
Samsung
Technology – General
57.06
7
Visa
Financial – General
55.44
8
Aldi
Retail – Food & Drink
54.09
9
JUST EAT
Services
49.85
10
LEGO
Child Products – Toys and Education
49.34
It should be noted that the 2020/21 research was conducted prior to the coronavirus crisis.
Iconic hotels in 12 super locations
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BRITAIN’S CHOICE
2020/21
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In Sickness and in Health A selection of Superbrands reflect on these unprecedented times and look to the future
At the end of one of the most turbulent years in recent history,
award us with record breaking satisfaction scores, with our NPS topping a whopping 90. In 2021, we will build on this further and have big plans for our brand, people and customer experience.
PHILIP ALMOND Executive Director, Fundraising & Marketing Cancer Research UK
how has the strength of your brand helped in these testing times and what is your key focus
LISA CAREY Chief Marketing Officer Avast
moving forward?
CHRIS QUICK Director Brand and Corporate Reputation ACCA ACCA’s brand strength lies in its forward-thinking and ethical reputation. It unites our members and future members as a dynamic community, which during turbulent times is incredibly important. This year, we’ve continued with our brand strategy to harness the power of our global community through coordinated research and conversations about pressing issues including ethics, inclusion and technology. Currently central to this is a spoken word performance by Sugar J Poet about the purpose of the accountancy profession during exceptional times. He invites audiences to be part a global Big Conversation about profit, people and the planet. So our focus into 2021 is to build on our strong brand, so that we meet ACCA’s purpose to be a force for public good, and lead the global accountancy profession by creating opportunity.
CLAIRE STACEY Head of Marketing Autoglass ®
It has been a year like no other in learning if a brand’s communications are just lipstick on a pig or if a business lives up to its values. I’ve been so proud of what everyone at Autoglass® has achieved in 2020 – our values and purpose have shone brightly and guided our actions through both the darkest and the lightest moments. Our fast action to redesign our service to make it completely safe, our launch of two new sanitisation services and the genuine care shown by our front-line teams have seen our customers
uk.superbrands.com
At Avast, our primary purpose is to protect digital freedom and keep people safe online, and we’ve been honoured to play a meaningful role in doing so as the world has battled Covid-19. In a year when cybercriminals exploited the fear and confusion around coronavirus, people, businesses and frontline healthcare services around the world turned to Avast for help and support; at a time when technology became even more critical to their work than ever. Avast’s focus moving forward is to build an open and connected world, where everyone everywhere has the right to access the same information, ideas and experiences; and where communities can explore, participate and thrive. We will continue to prevent the cyber harms that threaten digital freedom, to enable access, privacy and safety online, for all.
VICTORIA KUBIE Head of Brand & Planning British Heart Foundation
The British Heart Foundation (BHF) is one of the UK’s most popular and trusted charities. With people with heart and circulatory diseases at greater risk from Covid-19, it’s not surprising that thousands turned to us for information that they could trust. Furthermore, with the BHF’s research showing that Covid-19 affects the heart, not just the lungs, BHF-funded researchers across the UK have been bringing their brilliant, tenacious minds to the challenges posed by Covid-19. Sadly, at a time when hearts need help more than ever, the pandemic has cut the BHF’s ability to fund new life saving research in half. Slowing down now would put even more lives at stake, which is why we are doing everything we can to raise much needed funds.
We’ve been at the heart of progress that has seen cancer survival double in the last 40 years, with two in four people now surviving. Covid-19 has slowed us down and hit us hard, and we expect to see a £160m drop in our fundraising income this year. Fortunately, we’ve remained a well-known and trusted brand over this turbulent year. Showing integrity and demonstrating impact have been key, while doing all we can to support people affected by cancer. Moving forward, we’re responding to the challenges and opportunities of our changing world, with more focus than ever before. Relevance, authenticity and real purpose will play an important role for us post Covid-19. We’re determined to continue our life-saving research to beat cancer and see three in four people surviving by 2034.
TRACEY MORTIMER Marketing Director UK & Ireland Continental
Continental has a strong heritage with 150 years of experience in creating leading and successfully proven technologies. Our brand is built on trust, expertise and reliability which fundamentally in these times are the core attributes a consumer looks for when making a purchase decision. Our focus continues to be on reassuring consumers that we are doing everything possible to keep them safe on the road through our tyre technologies, whilst at the same time working on key topics such as sustainability and advancements in a constantly changing automotive industry. Even in the face of a pandemic, we have not lost sight of these long-term objectives. Every day our teams at Continental strive for excellence – pursuing innovation and creating something outstanding.
PAM CONWAY Group Brand & Marketing Director Drax
Drax is full of problem solvers, developing new solutions and technology to help achieve a zero carbon, lower cost
Promotional Supplement Distributed by Academy of Chief Marketers energy future. In the last six months during Covid, we have applied ourselves to supporting our people, customers and communities, responding with laptops for learners, new flexible working approaches and free power for care homes. Moving forward our aim is to be carbon negative by 2030, using BioEnergy and Carbon Capture Storage (BECCS), carbon capture technology that is endorsed by the United Nations’ Intergovernmental Panel on Climate Change (IPCC). BECCS at Drax could anchor a zero carbon industrial cluster in the Humber – currently the UK’s most carbonintensive industrial region – and help create new jobs. Achieving this would see the UK leading the world in the development of crucial negative emissions technology. Our purpose and values, explained in our brand, keep us focused on delivering cleaner and affordable energy – pushing for greater climate action, and promoting more sustainable biomass, cities and communities.
KERRY CHILVERS Brands Director Green Flag
Our priority has always been to reassure customers that they can rely on us to be there for them. By empowering our people to feel safe at the roadside we keep our members safe and ‘on the move’ whether they are on an essential shopping trip or heading to work. We give back where we can and offered NHS staff free rescue across the UK during lockdown and now offer exclusive discounts on breakdown cover as a way of saying thanks for all their incredible work. Green Flag’s ‘Common Sense to the Rescue’ approach to breakdown has allowed the brand to create campaigns that boldly contrast the AA and RAC offerings. To build the brand, Green Flag will continue to listen to customers to ensure they are at the heart of everything we do.
PHILIP MURPHY Head of Marketing HARIBO
Trust, popularity and our ability to deliver quality treats that people know and love have helped us remain the nation’s favourite sweets manufacturer. During this challenging time, HARIBO has helped to deliver light relief and much-needed moments of childlike happiness, whether through our fun sweets or our adverts that always raise a smile. This is one of the reasons why we have the highest levels of awareness and brand love. Bringing moments of childlike happiness to people and raising smiles remains our focus. We do this through quality, great tasting treats that deliver variety, excitement and innovation into confectionery while meeting ongoing consumer needs. Ultimately, whatever the climate, we will continue to strive for excellence in everything we do while also surprising and delighting our consumers throughout the UK. Image credit: PizzaExpress
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DAVID MEYEROWITZ CEO Haier UK, Parent Company of Hoover Candy Group As a well-known name that dates back more than 100 years, we’re in a unique position with strong brand equity to stand the test of time. Hoover is a trusted brand that’s at the epicentre of people’s lives, from the clothes that they wear, to the homes that they clean and the food they put on the table, and, through our comprehensive retailer network and extensive product portfolio, we can always be there for our customers. Moving forward, our key focus is to continue to democratise technology and ensure that our connected appliances continue to offer added value to consumers so that they can expand the capabilities of their appliance exponentially with wifi and AI technology. This includes the ability to download new programmes and even receive advice and tips for more efficient usage.
PAUL DEVOY CEO Investors in People
At Investors in People our purpose is to make work better. That’s been a huge challenge for many organisations this year with furlough, lockdowns and redundancies – let alone the virus itself. But with every day that passes our community grows. And that is testament to the amazing work of every business in our community, who joins us on our mission to make every workplace and every person healthy, happy and productive. Our focus throughout this year, now and beyond remains the same. We are here to support any organisation regardless of size or sector, to make work better. To support them, support their people and see their business bounce back.
DAVID WARD Group Sales & Marketing Director Irwin Mitchell
Our brand is built on providing the expert hand with the human touch. It has never been more relevant. This means that while our drive and determination to be leading litigators never stops, neither does our commitment to being a responsible business, promoting diversity and prioritising mental health and wellbeing. We’re focused on supporting our colleagues, clients and communities as we reflect, react and respond to the pandemic and the impact it has had on us all. In these times of unprecedented change, we’ll protect what matters most. Trust and expertise makes a massive difference and we understand, now more than ever, that whether for you, your family or your business, everyone’s situation is different. Our purpose is clear – together we’ll navigate life’s ups and downs. Image credit: Barclays
uk.superbrands.com
MATT PARISH Director LFC Foundation
As the Liverpool FC’s official charity we take the responsibilities for our local communities incredibly seriously and there has never been a more crucial time for us to use the power of our badge to help. It has enabled us to recognise the incredible work of our NHS by showing our support for them on our hallowed turf, to generate thousands to help feed local families, to make nearly 1,000 calls to those socially isolated, deliver 25,000 facemasks to keyworkers and encourage our staff to donate 750 hours of volunteering time, as well as much more. Helping our communities to recover and eventually thrive is where we must now concentrate our efforts. Our badge will help us to do that but it is down to the generosity of our incredible supporters that we will succeed.
CHRIS FRANKLAND Marketing Director Marshalls
The Marshalls brand has been synonymous with quality since the 1890s and we’re proud that this year we’ve been able to help thousands of people create beautiful outdoor spaces to enjoy whilst they are spending more time at home. As the UK’s leading hard landscaping brand, we’ve been supplying people direct for DIY projects as well as continuing to be a trusted brand for professional installers. Due of this, and a stronger recovery amongst our commercial customers, we’ve been able to pay back all the furlough money given to us by the Government. This is part of what we call The Marshalls Way, where we do the right thing, for the right reasons, in the right way.
GREG MICHAEL CEO Menzies Distribution
At Menzies Distribution, our people drive the strength of our brand. They have proven their incredible resilience in rising to unprecedented challenge. Customers and communities are at the heart of everything we do. As a result of the pandemic, we have seen daily life for many shift to the home and this has driven a fundamental change in purchasing behaviour. We have been able to use our capabilities to support this. For example, as more people opt to shop local, we have supported local retailers with their supply chains and have delivered record volumes of parcels, played a vital role in newstrade, ensuring the public can access information and we have helped our NHS, playing a key role in swab collections and in delivering vital PPE. Looking forward, we are well-positioned to continue supporting various markets and playing a central role in the communities where we live and work.
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NIGEL NATHAN Managing Director Olympia London
Providing lifelong memories for millions of people for over 130 years and nurturing relationships with our clients throughout are intrinsically linked to the strength of our brand. The events industry has been on hold since March, and the eagerness and support of our customers and visitors has been fundamental in navigating 2020 and planning for when events can return in 2021. Building upon these relationships going forwards will be vitally important for our brand as we continue to inspire the same confidence and excitement for the future, not only with the return of events, but also with the completion of our venue’s £1bn transformation into a world-leading events and culture destination.
SCOTT ROOM Director, Brand & Digital Openreach
The Openreach brand has played a vital role in keeping the nation connected during these testing times. Our network has never been more important than it is today. With more people working from home requiring always-on, reliable broadband to the outside world, we’ve reached new peaks in data usage. Our people are key workers, and we’ve been trusted and invited into people’s homes and businesses during this period of uncertainty; installing and repairing our vast network that reaches from Lands End to John O’Groats. We will continue to build our new Ultrafast Full Fibre network across the UK to help connect everyone to more reliable and faster broadband. We’ll do this in the greenest, most sustainable way, bringing over 20m premises 1Gbps ultra-reliable connections by the end of the decade.
ZOE BOWLEY Managing Director PizzaExpress
There’s no question that this has been one of the most difficult years for our industry and we are fortunate to have an incredibly strong brand with a long heritage. Our customers want to enjoy a great experience and good food that they love and trust, and we have continued to serve up their favourite pizza through delivery, retail and restaurants (when we could). The familiarity of the brand has been reassuring to customers and as hospitality is such an essential part of everyday life, we very much look forward to safely welcoming customers through our doors again, for more good times and great food.
DAVID MELIVEO Head of Consumer Marketing & Group Brand Royal London In a year when we rebranded and launched as a purposedriven modern mutual, we were able to demonstrate that delivering for our customers and members was our
uk.superbrands.com
number one priority. As the pandemic unfolded, so did our ability to adapt – within days of lockdown, we had 98% of our colleagues successfully working from home. This extended across the business from supporting our adviser network so they could keep working with clients, to changing policies so our customers could take payment holidays if they were struggling. We created guidance content for our customers and our services teams and also made a point of calling vulnerable customers to check on their welfare and provide information. To support the wider social effort to tackle Covid-19, we donated £400,000 to the National Emergencies Trust, which co-ordinated the national response to the pandemic. Our key focus for the future is to continue delivering for our customers and members, who are at the heart of everything we do.
KARL THOMPSON Managing Director, Unique Caribbean Holidays Ltd. (UCHL), UK tour operator for Sandals and Beaches Resorts Sandals Resorts celebrates its 40th anniversary in 2021 – a milestone that we are all extremely proud of. It’s the strong history and heritage of our brand and the way we’ve dealt with booking amends and refunds during the pandemic that has helped us cement Sandals as the ‘brand you can trust’. We’ve focused our 2020 marketing on brand-building activity with information about the financial protection customers get if they book package holidays through our UK tour operator, including ABTA and ATOL, to help instil consumer confidence in these difficult times. We’ll continue to focus on this extra peace of mind moving forwards as well as using our own customers and travel agents as brand ambassadors, encouraging them to share their own experiences and recommendations to reach new audiences.
STEVE CARRICK Head of B2B Marketing Savills
2020 has presented the industry and the world as a whole with extraordinary challenges. Whilst adapting to new ways of working, we have placed emphasis on maintaining a sense of continuity for our clients and staff, who remain at the heart of the business. In the absence of client events and wider industry conferences, which provide interaction and networking opportunities, we have kept our brand and messaging visible through other mediums. The considerable rise in webinars and online events has been hugely valuable in connecting with our stakeholders. Our digital and social media platforms have also seen a significant rise in levels of engagement with a full content plan to reflect the breadth and depth of our service offering. Our dedicated website hub, hosting Covid-19 related commentary, has helped inform and reassure clients in times of uncertainty. It has also highlighted some of the extraordinary voluntary work that our staff have been actively involved with across the UK office network to support the communities they live and work in during this time.
CARINE JESSAMINE Marketing Director Selco Builders Warehouse
Selco Builders Warehouse is celebrating its 125th anniversary in 2020 and the brand values established over that time have resonated strongly over the challenging last 12 months. It has been a very challenging year but we have continued to move the business forward, opening new branches, creating jobs, launching a new website, battling difficult conditions to maintain strong stock levels for customers and continuing to trade successfully. Despite government guidelines allowing us to remain open throughout the entire period, we took the difficult but responsible decision to close all branches and online services for six weeks from late March to ensure the entire business was Covid-secure before reopening. That duty of care for colleagues and customers has always been central to Selco’s brand and philosophy and we enter 2021 in a strong position and ready to grow the business further.
ANDREW JOHNSTON Marketing & PR Director EMEAA Shred-it
In an increasingly challenging market and with Covid-19 affecting businesses of all types and sizes, Shred-it continues to ensure a clear point of differentiation to distinguish its offering. Shred-it identified a number of key insights following research of its worldwide customer base which led to the brand’s positioning around the ‘We protect what matters’ strapline. Shred-it protects people, it protects customers, it protects brands and reputations and it protects the environment. This has enabled the brand to better focus its communications around the core idea of protection – the brand’s red thread – which is transferable across markets, sectors and channels. There has never been a more important time to live our ethos of ‘We protect what matters’.
CHANDRASEKARAN RAMKUMAR Head of HR TCS UK&I
Never one to stand still in the face of adversity, TCS again proved its reputation for outstanding customer service by working with clients to enable remote working in record times. This was achieved through its Secure Borderless Workspace Solution™ (SBWS), a transformative operating model that allows organisations to seamlessly deploy virtual workspaces while taking full advantage of their talent ecosystem to maximise business opportunities. SBWS™ is not a short-term response to a crisis, but a new beginning. This new way of working will help companies tackle challenges and crises in the business environment and also accelerate digital transformation. This will help enterprises to create even greater value with an abundance of talent and other critical resources, while also contributing to the wellbeing of employees and the creation of more sustainable businesses.
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ALESSANDRA BELLINI Chief Customer Officer Tesco
At a time of great challenge, our focus has continued to be on our core purpose of ‘serving shoppers a little better every day’. Every Little Helps, now more than ever, has been the perfect platform to use for the challenge in hand: communicating our approach to supporting customers, colleagues and our local communities. However, we also wanted to celebrate how cooking could bring family and friends closer together during this difficult period and inspire customers’ scratch cooking at home, using our Food Love Stories and Tesco Real Food Recipes. It was important to us that we didn’t reinvent our purpose or create new campaign platforms but that we were able to use longstanding, strategic campaign ideas. Tesco will continue to be there for our customers as we navigate new ways of living, working and shopping, delivering great value to our customers through ‘Aldi Price Match’ and rewarding loyal customers through exclusive deals with our Clubcard Prices.
SACHA MASCOLO-TARBUCK Global Creative Director TONI&GUY
We care about the wellbeing and safety of our clients as much as their image. Despite the obvious challenges of this period, the long-standing strength of the TONI&GUY brand has helped to reassure clients that they could receive their expert colour and styling guidance in the safest of salon settings. We launched a client-focused digital campaign and built a virtual education hub for our teams. During the time in which our UK salons were closed, we refurbished and refreshed every single salon, introducing a ‘We Care Client Promise’ with a ‘TONI&GUY Gold Standard Hygiene Code’ and other safety measures, to make sure every client visit is reassuring from start to finish. Since reopening, we have seen a surge of new clients attracted by our professional approach, and very pleasing five-star client reviews from our pre-existing and new clients who have noticed the benefits of the changes we delivered in the salons through lockdown.
PETE MARKEY Chief Marketing Officer TSB
Our core principles of ‘feel what customers feel’ and ‘do what matters’ have guided us throughout this year. At the beginning of the outbreak our frontline staff, digital and social channels, and TV advertising delivered timely, relevant, and helpful information. As we entered lockdown, we tapped into the national spirit to celebrate people doing so much to help others. We ran our version of ‘Clap for Carers’, created ‘Britain’s Unsung Heroes’ with Channel 4, partnered the Pride of Britain Awards and launched the Pride of Scotland Awards to celebrate the extraordinary things done by ordinary people. As society returns to a ‘new normal’ we’ll help people become more confident with their money. Our new Spend & Save account helps customers save money as they spend it, and our new advertising campaign, featuring David Schwimmer, will celebrate how we Brits lead a Life Made More. Image credit: Olympia London
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The Brands 2020/21 The most successful brands are the most relevant brands and this year their resilience has been tested like never before. We have seen brands show agility and innovation to pivot their operations and maintain levels of trust and integrity, while remaining mindful of other key issues such as diversity and sustainability The following pages offer brief profiles of some of the strongest consumer and business-to-business brands in the country and a taster of the attributes that earned them Superbrand status For further details please email info@superbrandsuk.com, call +44 20 7118 0018 or visit uk.superbrands.com
ACCA
Autoglass®
Avast
Barclays
ACCA is the world’s most forward-thinking professional accountancy body. It has a thriving global community of 227,000 members and 544,000 future members based in 176 countries. It upholds the highest professional and ethical values and supports both the private and public sectors.
Autoglass® is a leading consumer and business automotive brand, providing vehicle glass repair, replacement and recalibration to more than one million motorists every year.
Avast believes in an open and connected world, where people everywhere have the right to access the same information, ideas and experiences. Today, Avast safeguards more than 435 million people worldwide, protecting their digital data, identity, and privacy.
With more than 330 years of history and expertise in banking, Barclays is a British universal bank. It operates in business to business and consumer sectors, united by a common set of values and a single guiding purpose, ‘Creating opportunities to rise’.
autoglass.co.uk
home.barclays accaglobal.com
uk.superbrands.com
avast.com
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bp
British Airways
bp’s purpose is to reimagine energy for people and our planet. Its ambition is to be a net zero company by 2050 or sooner and to help the world get to net zero.
Throughout its history, spanning over 100 years, British Airways has been at the forefront of innovation in aviation. Its pioneering spirit has led to numerous industry and world firsts. Although 2020 has been a difficult year for air travel, British Airways is committed to safely getting customers back in the air and continuing to connect Britain with the world and the world with Britain.
bp.com
British Heart Foundation
Cancer Research UK
With donations from the public, the British Heart Foundation (BHF) invests in groundbreaking research that strives to get closer than ever to a world free from the fear of heart and circulatory diseases.
Cancer Research UK (CRUK) is the world’s leading independent cancer charity. The only charity fighting more than 200 types of cancer, its pioneering work into the prevention, diagnosis and treatment of cancer has helped save millions of lives.
bhf.org.uk cruk.org
ba.com
Continental
Drax
Continental develops pioneering technologies and services for sustainable and connected mobility of people and their goods. Founded in 1871, the technology company offers safe, efficient, intelligent and affordable solutions for vehicles, machines, traffic and transportation.
Drax is enabling a zero carbon, lower cost energy future. Drax Power Station is the UK’s largest single site renewable power generator and has ambitions to be carbon negative by 2030 – helping the UK meet its zero carbon target. drax.com
continental-tyres.co.uk
Edwardian Hotels London Offering a collection of individual hotels, inspired by London and rooted in the neighbourhoods the hotels inhabit, from stylish boutiques through to luxury on the grandest scale, each hotel boasts stunning interiors and exceptional comfort. With complimentary wifi throughout, chic bars and concept restaurants, Edwardian Hotels London’s service ethos delivers unforgettable experiences.
Fitch Group Fitch Group is a global leader in financial information services with operations in more than 30 countries. Dual headquartered in London and New York, and wholly owned by Hearst Corporation, it is comprised of Fitch Ratings, Fitch Solutions, Fitch Learning and Fitch Ventures. fitch.group
edwardian.com
p13
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Flymo
Green Flag
HARIBO
Heathrow
Since inventing the hover mower more than 50 years ago, Flymo has become a market leader in effective and affordable garden care products. Its range now encompasses everything from grass trimmers to robotic lawnmowers. With constant design and technological innovations being at the heart of Flymo, the brand is continually revolutionising its range.
With over 45 years’ experience, Green Flag provides breakdown cover 24 hours a day, 365 days a year. Its ambition has been to revolutionise the breakdown market by utilising a network of service providers throughout the country. This innovative and efficient model provides a high-quality service for customers.
Founded in 1920 by HAns RIegel in BOnn, HARIBO is a market leader in creating great tasting, fun sweets that delight consumers around the world and help friends and families enjoy moments of childlike happiness.
Heathrow is the UK’s gateway to the world. During the coronavirus pandemic, Heathrow colleagues have worked continuously to provide a safe and worldclass experience for passengers choosing it for business and leisure travel.
haribo.com/en-gb
heathrow.com
greenflag.com flymo.com/uk
Hoover
HSBC UK
Investors in People Irwin Mitchell
A trusted brand with optimum performance and consumer wellbeing at its core, Hoover continues to integrate the latest practical advancements and style into its expansive portfolio of freestanding, built-in and floorcare appliances.
HSBC is one of the world’s largest banking and financial services organisations serving more than 40 million customers through its global businesses. HSBC UK offers a range of retail, commercial and private banking services in the UK including current accounts, mortgages, credit cards and savings accounts.
Investors in People’s purpose is simple. Make work better. Three words. Easy to understand, but not always easy to get right. Since 1991, it has been a force for making work better for more than 11 million people, with ambitions for further growth.
Nationally acclaimed, future focused, innovative and supportive, Irwin Mitchell understands that whether it’s business or personal, everyone’s situation is different. When it comes to legal advice and support with financial planning it’s ‘the expert hand, with the human touch’.
hsbc.co.uk
investorsinpeople.com
irwinmitchell.co.uk
hoover.co.uk
uk.superbrands.com
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Liverpool FC
Marshalls
Liverpool FC is globally recognised and admired for its ongoing success and illustrious heritage. The Liverpool Way reflects how the club has created one of the world’s greatest footballing families, playing an attractive style of football on the pitch with a legion of loyal and dedicated supporters.
Marshalls is the UK’s leading manufacturer of hard landscaping products and has been supplying superior natural stone and innovative concrete products to the construction, home improvement and landscaping markets since the 1890s. Marshalls strives to create products that improve landscapes and create better environments to develop happier and healthier communities.
liverpoolfc.com
Menzies Distribution
Olympia London
Menzies Distribution is a logistics business providing smarter, more agile and more sustainable supply chain solutions for businesses. By applying new and innovative business models, Menzies is seen as the positive disruptor in the logistics space and is revolutionising supply chain process and performance across a variety of markets.
The home of inspirational events, Olympia London first opened its doors in 1886. A London architectural, cultural and events landmark, it’s one of the capital’s busiest venues, annually welcoming over 1.6 million visitors to more than 200 events and contributing £1.2bn to the economy. olympia.london
menziesdistribution.com
marshalls.co.uk
Openreach
P&O Ferries
PizzaExpress
Rolls-Royce
Openreach builds and maintains the UK’s digital network. It connects families, schools, hospitals, libraries, businesses, broadcasters and governments to the world. Its mission is to build the best possible network with the highest quality service to ensure everyone in the UK can be connected.
Freedom. Now more than ever, we yearn to escape the confinement of our daily lives and experience the world without restrictions. This is the lens through which P&O Ferries are looking to revitalise a centuries-old and beloved means of transport. In a world that is adapting to a new reality, P&O Ferries is inviting people to reconnect with a more liberating way of travel.
Since 1965, when Peter Boizot opened the first PizzaExpress restaurant in London’s Soho, the same values of ‘great food, evocative music, and distinctive design’ have remained central to the brand’s DNA. As the one recipe that has never been changed, this powerful vision has created an iconic brand.
Rolls-Royce is recognised around the world as a global engineering giant, delivering cutting-edge power solutions. The company serves the Civil Aerospace, Defence, and Power Systems markets with pioneering products that focus on efficiency, reliability and increasingly, sustainability.
pizzaexpress.com
rolls-royce.com
openreach.com poferries.com
p15
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Royal London
Royal Mail
Sandals Resorts
Savills
For more than 150 years, Royal London has been committed to improving people’s lives in the UK. Offering products and services across pensions, protection and wealth management, it continues to develop and innovate to help people navigate life’s challenges, as well as plan for the future.
The postal service is a key part of the UK’s infrastructure and Royal Mail is in the unique position of reaching every household in the UK with a work force that stretches across the length and breadth of the country.
By offering luxury, innovation and choice, Sandals and Beaches Resorts has been at the forefront of the Caribbean all-inclusive travel sector for almost 40 years. In an industry brimming with new contenders, the passion, knowledge and experience of Sandals’ management team and resort staff has maintained its market-leading position.
Savills plc is a global real estate services provider with more than 600 offices and associates throughout the Americas, the UK, continental Europe, Asia-Pacific, Africa and the Middle East. Its 38,000-strong workforce combines entrepreneurial spirit and a deep understanding of specialist property sectors with high standards of client care.
royalmail.com royallondon.com
sandals.co.uk savills.co.uk
Selco Builders Warehouse Selco Builders Warehouse is the UK’s fastest growing builders merchant. Developing an ever-growing customer base of professional tradespeople in the Repair, Maintenance and Improvement sector, Selco is truly a business on the march. selcobw.com
Shred-it
Silentnight Beds
Shred-it is one of the UK’s leading information security companies. It provides advice on confidential information protection and secure destruction and recycling services to organisations of all sizes in the private, public and third sectors. With more than 5,000 team members and operating a fleet of over 2,000 trucks globally, the Shred-it focus is to protect what matters.
Silentnight is the UK’s largest and most trusted manufacturer of branded beds, mattresses and sleep accessories. With a wide consumer profile, Silentnight’s mission is to use its passion, product knowledge, exceptional quality and sleep expertise to provide sleep solutions for a nation of unique sleepers. silentnight.co.uk
shredit.co.uk
uk.superbrands.com
Tata Consultancy Services The fastest growing IT services brand of the decade, Tata Consultancy Services (TCS) has maintained its impressive position among the top three brands in its sector. It continues to grow globally and is an influential brand in the UK digital economy. tcs.com
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Tesco
tommee tippee®
TONI&GUY
TSB
Tesco was founded in 1919 when Jack Cohen, fresh from serving in World War I, set up a stall in Well Street Market, Hackney. With a commitment to offering great value for customers, Tesco has grown over the last 100 years into the UK’s leading grocer. It now has 400,000 colleagues and 6,700 stores worldwide.
tommee tippee® is the UK’s number one baby feeding accessories and sleep brand as well as one of the top brands of infant products in the global market. It provides intuitive and stylish products, loved by babies and recommended by generations of parents.
TONI&GUY has long been renowned as an innovator within the hairdressing industry, bridging the gap between high fashion and hairdressing. Toni Mascolo OBE’s franchise model has maintained the company’s high education and creative standards, protected the brand and made successes of thousands of TONI&GUY hairdressing entrepreneurs worldwide.
In 1810 the Reverend Henry Duncan did something revolutionary. He built the Trustees Savings Bank, whose sole purpose was to help hard working local people thrive. Seven years ago, TSB was re-born based on his vision, to make banking better for all UK consumers.
tommeetippee.com
tsb.co.uk
tesco.com toniandguy.com
p17
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QUALIFYING CONSUMER AND BUSINESS SUPERBRANDS The brands listed here have all qualified for the status of Business (B) or Consumer (C) Superbrand in 2020/21 by scoring highly with the Business or Consumer Expert Council, and the Consumer or Business Professional audiences. Where brands perform strongly with both Business and Consumer voters, it is possible for them to qualify as both a Business and a Consumer Superbrand. 3M 7-Up A-Plant AA ABB Abbott AbbVie ABP (Associated British Ports) ABSOLUT VODKA ABTA Acas (Advisory, Conciliation & Arbitration Service) ACCA Accenture Access Self Storage Acer Actimel Activia adam&eveDDB Adecco adidas Admiral Adobe ADT Aegis Group Aegon Aggreko AIG AIM Air France Air Liquide Air Products Airbnb Airbus AkzoNobel Aldi Alexander Mann Solutions Alfa Laval Alfa Romeo Alka-Seltzer Allen & Overy Allianz Alpen Alpro Alstom Alton Towers Always Amadeus Amazon Ambre Solaire Amcor AMD American Airlines American Express American Express Global Business Travel Amey AMV BBDO Anadin Anchor Andrex Anglo American AO.com Aon Apple Aquafresh Arcadis ArcelorMittal Argos Ariel Arm Arriva Arsenal FC Arup ASDA ASOS Aston Business School AstraZeneca Atkins Atlas Copco Atos Audi Aunt Bessie’s Aussie Auto Trader Autodesk Autoglass® Avanti Avast Avaya Avery Avis Aviva AXA B&Q Babcock BaByliss Bacardi BAE Systems Baileys Bain & Company Baker McKenzie Balfour Beatty BAM Nuttall Bank of America Bank of Scotland Barclaycard Barclays BASF Basildon Bond Baxi Baxter Bayer Baylis & Harding BBC BBC Children in Need BBH BCG BDA (British Dental Association) BDO Beck’s Beechams Ben & Jerry’s Benylin Berghaus Bertolli
B C B C B B B B C B B B B B B C C B B C C B B B B B B B B B B C B B C B B C C B B C C B C C B C C B B BC BC B B B C C C B C B BC C B B C C B B C B C C B B B B B C C C C B BC B B B B C BC BC C B C C B C B B B B B B BC BC B B B B B C C C B B B B C C C C C C
Best Western BHP Bibby Line BIC B Biffa Big Yellow Bird & Bird Birds Eye Birmingham Business School Bisto BLACK+DECKER BlackBerry Bloomberg Bloomsbury Professional Blue Arrow Blue Circle Blue Dragon BMA (British Medical Association) BMI BMW BNP Paribas Real Estate BOC Bodyform Boehringer Ingelheim Boeing Bold Bombardier Bombay Sapphire Bonjela Booker Booking.com Boots Bosch Bose Bovril bp BPP Braemar Brakes Branston Braun Brewers Bridgestone Bristol-Myers Squibb Bristow British Airways British Chambers of Commerce British Council British Gas British Gas Business Energy British Gypsum British Heart Foundation British Land British Red Cross Britvic Brook Street Brother Brunswick BSI BT BT Sport Budweiser Buildbase Bulmers Bunzl Bupa Bureau Veritas Burger King Business In The Community Buxton Bywaters Cadbury Caffè Nero Calor CALPOL Cambridge Judge Business School Campbell’s Canary Wharf Group Cancer Research UK Canon Capgemini Capita Capital FM Capri-Sun Captain Morgan Carat Carex Cargill Carlsberg Carphone Warehouse Carte D’Or Carte Noire Carter Jonas Casio Cass Business School Castrol Cat Cathay Pacific Cathedral City CBI CBRE CEMEX Center Parcs Centrum Cesar Channel 4 Channel 5 Chelsea FC Chevron Chubb - Insurance category Chubb - Security category Churchill Cif Cigna CIMA (Chartered Institute of Management Accountants) CIPD CIPS (Chartered Institute of Procurement and Supply) Cisco Citi City & Guilds Clancy Docwra Clarion Events Clarks
B B B B B B C B C BC B B B B B C B B C B B C B B C B C C B C C BC C C BC B B B C C B C B B BC B B C B B C B C C B B B B BC C C B C B BC B C B C B C C B C B C B C BC B B C C C B C B C C C C B B B B B BC C B B B C C C C C C B B B C C B B B B B B B B B C
Classic FM Clear Channel Clearasil Clifford Chance Cluttons Clyde & Co CMI (Chartered Management Institute) Co-operatives UK Coats Coca-Cola Coca-Cola London Eye Colgate CollectPlus Colliers International Colman’s Colt Comfort Comic Relief comparethemarket.com Compass Group Computacenter comScore Confused.com ConocoPhillips Continental Converse Cornetto Corona Corps Security Corsodyl Costa Costain Costco Cosworth Courvoisier Cow & Gate Cranfield School of Management Cravendale Crayola Credit Suisse Crowdcube Crown Crown Paints Crown Trade Crowne Plaza Cummins Cunard Cuprinol Currys Cushelle Cushman & Wakefield DAF Daikin Daily Mail Dairylea Daisy Dale Carnegie Danone Dassault Systemes David Lloyd Clubs DB Schenker De La Rue De Vere Deep Heat Deliveroo Dell Deloitte Deloitte Real Estate Delta Dettol Deutsche Bank DeWALT DHL Digital Cinema Media (DCM) Digitas Direct Line Direct Line for business Disney Disney Channel Domestos Domino’s Pizza Doritos Dove Dow DP World DPD Dr Pepper Dr. Martens Dr. Oetker Drax Dropbox DS Smith DueDil Dulux Dulux Trade Dun & Bradstreet Dunlop dunnhumby DuPont Duracell Durex Durham University Business School Dyson E.ON E45 Early Learning Centre easyJet eBay Ebiquity Eddie Stobart Edelman Eden Project EDF Energy Edwardian Hotels London EE Elastoplast Elementis Elopak Elsevier Embraer Emirates Epson Equifax Equiniti Equinix Ericsson
C B C B B B B B B C C C B B C B C C C B B B C B C C C C B C C B B B C C B C C B B B C B BC B C C C C B B B C C B B C B C B B B C C BC B B B C B B B B B C B C C C C C C B B B C C C B B B B C B B C B B C C B C BC C C BC C B B B C BC B C C B B B B BC B B B B B
Etihad Euromillions Euromoney Institutional Investors Euronext Europcar Eurostar Eurotunnel Eutelsat Eversheds Sutherland evian ExCeL London Expedia Experian ExxonMobil EY Facebook Fairtrade Foundation Fairy Fanta Farnell Febreze FedEx Felix Ferrero Rocher Filofax Financial Times Finastra Finish First First Security Fisher-Price Fitbit Fitch Group Flash Flora Flymo Foot Locker Ford Forrester Foster’s Fox’s Fred Perry Fred. Olsen Cruise Lines Freightliner Freshfields Bruckhaus Deringer freuds FSC (Forest Stewardship Council) FTSE Russell Fujitsu Funding Circle G4S Galaxy Galliford Try Gallup Gap Garnier Gartner Gatwick Airport Gatwick Express Gaviscon Gazprom Energy GE GfK Gillette GKN GlaxoSmithKline (GSK) Glencore Glenfiddich Glenmorangie Global Global Payments GlobalData Globalstar GoCardless GoDaddy Goldman Sachs Goodyear Google Gordon’s Gourmet Graham Grant Thornton Great Ormond Street Hospital Charity Great Portland Estates Green Flag Greggs Grey Goose Grey London Grosvenor Groupon Guinness Gumtree H&M Häagen-Dazs Habitat Halfords Halfords Autocentre Halifax Hall & Partners Hamleys Hannover RE Hanson Hapag-Lloyd HARIBO Harris Harrogate Convention Centre Harvey Nichols Havas Haymarket Hays Head & Shoulders Heart Heathrow Heathrow Express Heineken Heinz HELLA Hellmann’s Hendrick’s Gin Henkel Henley Business School Herbal Essences Hermes Hertz Hewlett-Packard; Enterprise Highland Spring Hill+Knowlton Strategies (H+K)
Please note that this list reflects the brands as presented in the Superbrands research voting process; brands may subsequently have been altered or entirely rebranded, while others may no longer be sold or operational.
uk.superbrands.com
BC C B B C BC BC B B C B C B B B C B C C B C B C C B C B C B B C C B C C C C C B C C C C B B B B B B B B C B B C C B C B C B B B C B B B C C B B B B B B B C BC C C B B C B C C C B B C C C C C C C C C B C B B B C B B C B B B C C C B C C B C C B B C B C B C B
Hilti Hilton Hotels & Resorts Hiscox Hitachi Hogan Lovells Holiday Inn Holland & Barrett Homepride Honeywell Hoover Hornby Hotels.com Hotpoint House of Fraser Hovis Howden Howdens HP HP Sauce HRG HSBC HSS Hire Huawei Huggies® Wipes Hula Hoops Iams ibis IBM Ibstock ICC Birmingham Iceland ICM Unlimited IET (The Institution of Engineering and Technology) IKEA C Imperial College Business School Imperial Leather Indeed INEOS Informa Infosys Ingenico Initial Inmarsat innocent Instagram Intel Intelsat Interserve Intuit Investec Investors in People IoD (Institute of Directors) Ipsos MORI Iridium IRN-BRU Iron Mountain Irwin Mitchell Isobar ISS ITV ITV Media IVECO iZettle J. Walter Thomson (JWT) J.P. Morgan J2O Jack Daniel’s Jacob’s Jacob’s Creek Jacobs Jaguar Jameson Jammie Dodgers JCB JCDecaux JD Sports Jewson Jiffy JLL JLT JobServe Jobsite John Deere John Frieda John Lewis & Partners John West Johnnie Walker Johnson & Johnson Johnson Controls Johnson Service Group JOHNSON’S Johnstone’s Trade Jordans Jury’s Inn JUST EAT Kantar Karmarama Kaspersky Keller Kellogg’s Kelly Kelly’s of Cornwall Keltbray Kenco Kenwood (Kitchen Appliances) KETTLE Chips Kew Gardens KFC Kidde Kier Group KIMBERLY-CLARK PROFESSIONAL Kindle Kingsmill Kingspan Group Klarna Kleenex KLM Knight Frank Knorr Komatsu Kompass KONE KP KPMG Krispy Kreme
B BC B B B BC C C B C C C C C C B B BC C B BC B BC C C C B B B B C B B B C B B B B B B B C C B B B B B B B B B C B B B B C B B B B B C C C C B C C C B B C B B B B B B B C C C C B B B C B C B C B B B B C B C B C C C C C B B B C C B B C B B C B B B C B C
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Kronenbourg 1664 Kuehne + Nagel Kwik Fit L’Oreal Elvive Lacoste Ladbrokes Lafarge Cement Laing O’Rourke Lakeland Lambert Smith Hampton Land Rover Lavazza Le Creuset Lea & Perrins Legal & General LEGO LEGOLAND Legrand Lemsip Lenor Lenovo Leo Burnett London LexisNexis Lexmark Lexus Leyland Trade Leyland Trucks LG Lidl Liebherr Lilly Linda McCartney Linde Lindt LinkedIn Linklaters Listerine Liverpool FC Lloyd’s Lloyds Bank LloydsPharmacy Lockheed Martin Logitech London Business School London Metal Exchange (LME) London School of Economics and Political Science (LSE) London Stock Exchange Group Loomis Lucozade Lufthansa Lurpak Lynx LyondellBassell Lyreco Mace Macfarlanes Maclaren Macleans Macmillan Cancer Support Madame Tussauds Maersk Magnet Trade Magnum Makita Malmaison Maltesers Mamas & Papas MAN Manchester Central Manchester City FC Manchester United Manpower Marie Curie Marks & Spencer Marmite Marriott Hotels & Resorts Mars Marsh Marshall Marshalls Martin-Baker Martini Marvel Massey Ferguson Mastercard McAfee McCain McCann London McCoy’s McDonald’s McKinsey McLaren McVitie’s Meccano MediaCom Medtronic Menzies Menzies Aviation Menzies Distribution Mercedes-Benz Mercer Mercure Merkle Michael Page Michelin Micron Microsoft Miele Mind Gym Mindshare MINI Mini Babybel Mintel Miracle-Gro Mitie Mitsubishi Electric Moleskine Mondi MoneyGram MoneySuperMarket Monster Moody’s Moonpig Morgan Sindall Morgan Stanley Morphy Richards Morrisons Mother Mountain Warehouse Mr Kipling Mr Muscle Müller Munich Re Murphy
C B C C C C B B C B C C C C C C C B C C B B B B C B B BC C B B C B C B B C C B BC C B B B B B B B C B C C B B B B C C C C B B C B B C C B B C C B C C C BC C B B B B C C B BC B C B C C B B C C B B B B B C B B B B C B BC C B B C C B C B B B B B C B B C B B C C B C C C C B B
Nando’s NatCen National Express National Grid National Trust Nationwide Nationwide Platforms NATS Nature Valley NatWest NEC Nescafé Nespresso Nestlé Cereals Netflix NETGEAR Neutrogena New Holland New Look Next NFU NFU Mutual Niceday Nicorette Nielsen Night Nurse Nike Nikon Nintendo Nissan Nivea Nokia Northrop Grumman Norton Nottingham University Business School Novartis Novo Nordisk Novotel npower NSPCC Nurofen Nutella O2 OCS Octopus Energy ODEON Office Angels Office Depot Ogilvy Olay Olympia London Olympus OMD Omega Onken Openreach Optrex Oracle Oral-B Ordnance Survey (OS) Osborne Clarke OSRAM Otis Oxford Black n’ Red OXO P&O Cruises P&O Ferries P&O Ferrymasters PA Paddy Power Pampers Panadol Panasonic Pandora Pantene Paper Mate Parcelforce Worldwide Park Inn by Radisson Park Plaza Parker PARKER Patak’s PAXO PayPal PayPoint PC World Pearl & Dean Pedigree Pepsi Perrier Persil Pfizer PG Tips PHD Philadelphia Philips Phoenix Group Photo-Me PHS Group Pickfords Pilkington PILOT PIMM’S Pinsent Masons Pirelli Pitman Training Pitney Bowes PizzaExpress Plastipak Play-Doh PLAYMOBIL PlayStation Plenty Plumbase Plusnet Polo Polypipe Portakabin Post Office Post-it Pot Noodle PowWowNow PPA Premier Inn Primark Princess Cruises Pringles Prudential Publicis London Pukka Puma Purina Purplebricks PwC PYREX
C B BC B C C B B C BC B C C C C B C B C C B B B C B C C C C C C B B B B B B B BC C C C C B B C B B B C B B B C C B C B C B B B B B C C C B B C C C C C C B B B B B B C C BC B C B C C C C B C B C BC B B B B B B C B C B B C B C C C C B B C B B C B C B B BC C C C BC B C C C C B C
Qatar Airways QEII Centre QinetiQ Quaker Oats Qualcomm Quality Street Quorn RAC Rackspace Radisson BLU Radisson Hotels Radox Ramada Randstad RAPP Raytheon Red Bull Red Tractor REDBOX Reebok REED Reed & Mackay Reed Exhibitions Regus RELX Rennie Rentokil Rexel RIBA (The Royal Institute of British Architects) Ribena Ricoh Ricoh Arena RICS Right Guard Rightmove Rio Tinto River Island Robertson’s Robinsons Roche Rolex Rolls-Royce Ronseal Rotary Rothschild & Co Rowntree’s Royal Albert Hall Royal Bank of Scotland Royal Caribbean International Royal Doulton Royal London Royal Mail Royal Worcester RS RSA RSPCA Russell & Bromley Russell Hobbs RWE Generation UK Ryanair Ryman Ryvita S.Pellegrino S&P Global Saatchi & Saatchi Sage Saïd Business School Sainsbury’s Saint-Gobain Salesforce Samaritans Samsung San Miguel Sandals Resorts SanDisk Sandvik Sanex Sanofi Santander SAP SAS Savills Savlon Scalextric Scania Schindler Schneider Electric schuh Schwartz Schwarzkopf Schweppes Scott’s Porage Oats Scottish and Southern Electricity Networks ScottishPower Screwfix SEA LIFE Centres Sealed Air Searcys SECOM Securitas Seiko Selco Builders Warehouse Selfridges Sensodyne Serco Seven Seas Sharp Sharwood’s Sheba Shell Sheraton Shopify Shred-it Shredded Wheat Siemens Siemens Healthineers SIG Silentnight Beds Silver Cross Silver Spoon Simple Singapore Airlines Sir Robert McAlpine Skanska SKF Sky Sky Media Skype Slaughter and May SMA Smart Group SmartWater
BC B B C B C C C B C BC C B B B B C B B C B B B B B C B B B C B B B C C B C C C B C B C C B C C B C C B BC C B B C C C B B B C C B B B B C B B C BC C C B B C B BC B B B C C B B B C C C C C B B BC C B B B B C B C C B C B C C BC B B B C BC B B C C C C BC B B B C B BC B C B B
Smeg Smirnoff Smith & Williamson Smith+Nephew Smiths Group Smiths News SMMT (The Society Of Motor Manufacturers And Traders) Smurfit Kappa Smyths Toys Superstores Snap-on Snapchat Sodexo Sofitel Softcat Sony Sony Professional Sophos Southern Comfort Spaces Specsavers Speedo Speedy Spencer Stuart Sports Direct Spotify Sprite STABILO STAEDTLER Stagecoach STANLEY Stansted Express Starbucks Stella Artois Stobart Energy Stobart Group Stora Enso Strepsils Strongbow Subway Sudafed Sudocrem SUEZ Superdrug Superdry Sure SurveyMonkey Swarovski Swiss Re Swissport Symantec Syngenta Tabasco TAG TAG Heuer TalkTalk TalkTalk Business Tampax Tango Tarmac Tata Communications Tata Consultancy Services Tate & Lyle Tate & Lyle Cane Sugar Taylors of Harrogate TBWA\London Ted Baker Tefal TEMPUR Terex Tesco Tesla Tetley Tetra Pak Texas Instruments Thales The Baltic Exchange The Billington Group The Body Shop The Daily Telegraph The Famous Grouse The Guardian The Institute of Financial Accountants (IFA) The Institution of Civil Engineers (ICE) The Law Society The Myers-Briggs Company The National Lottery The North Face The Open University Business School The Royal British Legion The SEC (Scottish Event Campus) The Soil Association The Sun The Times Thistle Thomson Reuters Thorn Lighting Thorpe Park Thwaites thyssenkrupp Ticketmaster Tipp-Ex Tissot TK Maxx Toblerone tommee tippee® TONI&GUY Toolstation Topman Topshop Toshiba Total Totaljobs Tottenham Hotspur FC Toyota Trainline TransferWise Travelodge Travis Perkins Trelleborg TRESemmé TripAdvisor Triumph Group trivago Tropicana TSB TUI Twinings Twitter Typhoo Tyrrells Uber UBS
C C B B B B B B C B C B B B C B B C B C C B B C C C B B B B B C C B B B C C C C C B C C C B C B B B B C B C C B C C B B B B C C B C C C B C C C B B B B B C C C C B B B B C C B C B B C C B B B C B B C B C C C C C B C C BC B B C C C B C B B C C B C C B C C C C C C B
UK Power Networks Uncle Ben’s Under Armour Unipart Logistics Unisys United University of Bath School of Management University of Edinburgh Business School UPS Utilita Vaillant Vanish Vaseline VCCP Velvet Vent-Axia Veolia Verisign Verizon Media Vicks Viking Viking Cruises Vimto Virgin Atlantic Virgin Holidays Virgin Media Virgin Media Business Virgin Mobile Viridor Visa Vision Express VMware Vodafone Volkswagen Voltarol Volvic Volvo Volvo CE Vue Waitrose & Partners Walkers Wall’s Ice Cream Warburtons WARC Warwick Castle Waterstones Wates WBS (Warwick Business School) WD-40 Weber Shandwick Wedgwood Weetabix Weight Watchers Weir Western Union Business Solutions WeTransfer WeWork WhatsApp Whiskas WHSmith Wickes B Wikipedia Wilkinson Sword William Hill William Reed Willis Towers Watson Willmott Dixon Winalot Wincanton Wolseley Woolmark Workday Workspace Worldpay Wrigley’s Xbox Xchanging Xerox Yahoo! Yakult Yale Yell Yeo Valley Yodel Yorkshire Tea YouGov Young’s YouTube Zara Zenith Zoom Zoopla ZSL London Zoo Zurich
B C C B B B B B B B B C C B C B B B B C B C C BC C C B C B BC C B C C C C C B C C C C C B C C B B C B C C C B B B B C C C C C C C B B B C B B B B B B C C B B C C B B C B C B C C C B B C B BC
Research process managed by TCBA
UK consumer and business professionals canvassed by Dynata
Key B - Business Superbrands Qualifier C - Consumer Superbrands Qualifier
p19
