Vent-Axia named Business Superbrand

vent axiaVent-Axia, the British ventilation manufacturer, has been ranked as a UK Business (B2B) Superbrand for 2015. The award follows independent research commissioned by The Centre for Brand Analysis (TCBA), which identifies the UK’s Superbrands in an annual league table.

Compiled since 2001, the UK Business Superbrand is considered the business-to-business brand barometer. The annual Business Superbrands survey involves voting undertaken by marketing experts, business professionals and thousands of British consumers. Brands do not apply or pay to be considered; rather a database of UK brands is compiled using a wide range of sources from sector reports to blogs.

From the thousands of brands initially identified this year, just over 1,200 brands were shortlisted. This shortlist was then scored by two separate groups of voters: an expert council, consisting of 30 senior industry figures that individually awarded each brand a rating from one to ten. In addition, 2000 UK-based, private-sector, business professionals also scored each nominated brand. The best performing brands, including Vent-Axia, were awarded Business-to-Business Superbrand status.

Stephen Cheliotis, chief executive of The Centre for Brands Analysis and chairman of the Superbrands Council, said:

“The theme of this year’s results is very much about leading brands consolidating their brand equity and extending the gap over rivals. This affords the leading businesses a competitive advantage and a degree of insulation against short-term issues and means that it will take a huge effort from any upcoming brand to dislodge the established elite.”

Companies with Superbrand status are considered to offer customers significant emotional and/or tangible advantages over their competitors, which customers want and recognise. To identify the Superbrands, voters were asked to judge brands against following three criteria: quality, reliability and distinction.

Jenny Smith, Vent-Axia’s marketing services manager, said:

“We are delighted to have been awarded Business Superbrand status again this year since it shows Vent-Axia continues to be recognised as a ventilation business that offers customers significant advantages over its competitors. A highly prized accolade, being named a Superbrand for 2015 reflects our high standards of quality, reliability and distinction.”

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