– Respected annual Consumer Superbrands® list features Continental Tyres among the UK’s strongest consumer brands –
Continental Tyres has been awarded Consumer Superbrands status for 2015, following the most recent evaluation of the long-running annual survey, which has been identifying the UK’s leading brands since 1995. The process, managed by The Centre for Brand Analysis (TCBA), questioned 2,500 UK consumers who assessed more than 1,500 brands. Consumers judged the brands on three key criteria: quality, reliability and distinction.
Stephen Cheliotis, Chief Executive of TCBA and Chairman of the Consumer Superbrands Council said, “The UK has a highly sophisticated, competitive and fragmented market across almost all consumer sectors. Therefore, any business that engenders goodwill and enjoys a positive perception among the buying public has a huge competitive advantage. This reputational strength offers these brands a vital lead over rivals and helps them to maintain or enhance both the volume and value of products and services sold. A brand is so much more than a name and logo – it is how one is perceived based on everything one does and says. All those working for and leading the elite Superbrands can be extremely proud both of their part in building a Superbrand and also confident about their brand’s future and ongoing potential.”
Guy Frobisher, Marketing Director of Continental Tyres said, “With over 140 years experience, Continental has a rich heritage of developing technologies for transporting people and their goods. Superbrand status is a huge honour for Continental and embodies a business that puts safety first, winning 4 in 5 independent tyre tests across Europe. Our innovative approach has resonated well with consumers, who now see the brand visible across a range of partnerships in Football and with Continental rubber compound featuring on many soles of adidas trainers.
The annual Consumer Superbrands survey is independently administered by The Centre for Brand Analysis (TCBA). Brands do not apply or pay to be considered; rather, the selection process is conducted as follows:
- TCBA researchers compile lists of the UK’s leading business-to-consumer brands, drawing on a wide range of sources, from sector reports to blogs to public nominations. From the thousands of brands initially considered a final shortlist is created. For 2015, just over 1,500 brands were shortlisted.
- The shortlist is scored by an independent and voluntary Expert Council, which is assembled and chaired by TCBA’s chief executive. The council is refreshed each year. Bearing in mind the definition of a Consumer Superbrand, 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, nor do they score brands they are unfamiliar with.
- The shortlist is voted on by the consumers of those brands, accessed via an SSI online panel. For Consumer Superbrands, a nationally representative sample of over 2.500 British adult consumers was surveyed.
- The number of consumer votes received by each brand determines its position in the final rankings.
Definition of a Superbrand
When voting on the brands, both the expert council and the consumers consider the following definition of a Superbrand:
“A Superbrand has established the finest reputation in its field. It offers customers significant emotional and/or tangible advantages over other brands, which (consciously or sub-consciously) customers want and recognise.”
In addition, the experts and consumers are asked to judge brands against the following three factors:
- Does the brand represent quality products and services?
- Can the brand be trusted to deliver consistently against its promises and maintain product and service standards at all customer touch points?
- 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?
More of an insight can be found on the superbrands website link below:
The official Top 20 Consumer Superbrands for 2015 are:
- British Airways
- John Lewis
- Virgin Atlantic
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). A selection of the strongest brands are featured in a luxurious, hardback format book, available from all good bookshops (RRP £60), Superbrands.uk.com or by contacting 020 7079 3310.
Consumer Superbrands Selection Process – Summary
The UK’s Consumer Superbrands are chosen by the British public in a national survey of 2,500 adults. Brands do not apply or pay to be considered. The public vote is the culmination of an independent selection process administered by The Centre for Brand Analysis, which considers thousands of brands from over 50 sectors.
Consumer Superbrands Selection Process – Detail
Notes to editors:
For more information on Continental, contact:
Communications Officer, Mark Griffiths on 01895 425983 or 07500 049720 or firstname.lastname@example.org
Continental Tyres in the UK and Ireland is a wholly owned subsidiary of the Continental Corporation. With sales of approximately €34.5 billion in 2014, Continental develops intelligent technologies for transporting people and their goods. As a reliable partner, the international automotive supplier, tyre manufacturer, and industrial partner provides sustainable, safe, comfortable, individual, and affordable solutions. With its five divisions, Chassis & Safety, Interior, Powertrain, Tyre, and ContiTech. Continental employs approximately 190,000 people in 49 countries.