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Who are the UK B2B Superbrands 2017?


Written by Paul Stallard

Superbrands is an annual initiative to identify and celebrate the UK’s strongest consumer and B2B brands in Britain by The Centre for Brand Analysis (TCBA).

Sounds good. But what exactly is a Superbrand?

‘A 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.’

I am very proud to be a member of the UK Superbrands expert council (part of the team that vote on the brands) and like many others, look forward to seeing the top 10 each year. Not least to see, how it differs from my input into the process.

The official Top 10 Business Superbrands for 2017 are:

  1. British Airways
  2. Apple
  3. Microsoft
  4. PayPal
  5. Google
  6. Shell
  7. Virgin Atlantic
  8. American Express
  9. Mastercard
  10. Johnson & Johnson

So how do you join this prestigious list?

Brands do not apply or pay to be considered; rather, the selection process is conducted as follows:

– A comprehensive database of business-to-business brands operating in the UK was compiled using a wide range of sources, from sector reports to blogs. From the thousands of brands initially identified, nearly 1,500 brands were shortlisted. This shortlist was scored by two separate groups of voters:

  • The independent and voluntary Expert Council, comprising 30 senior industry figures. Council members individually awarded each brand a rating from 1-10 and were not allowed to score brands with which they had a direct association or were in direct competition to.
  • 2,500 business professionals with purchasing or managerial responsibility.

For further information about the selection and judging process click here.