The UK Business Superbrands 2009 honours the strongest business-to-business brands in the UK. Google topped the list which saw Michelin, the renowned tyre company and foodie guide, come in at number eight.
Hilton was listed at no. 48, closely followed by Marriott at no. 72. Compass was the only contract caterer to appear in the top 300 companies of the 500 strong list, jumping nearly 150 places from its position in 2008 to 270 this year.
Ian El-Mokadem, Compass Group managing director, said, "Since the introduction of our Management and Performance (MAP) framework three years ago, Compass has streamlined and focused the business through five distinct drivers. Through our work with MAP, we have improved our quality, reliability and distinction in the industry which, in turn, has helped us to earn this significant position in the UK Business Superbrands 2009 list."
InterContinental also did well with three brands recognised on the list: InterContinental, Holiday Inn and Crowne Plaza.
In order to appear on the official top 500, each business must go through a two stage independent research process:
- An independent and voluntary expert council and 1,500 individual business professionals scored each business on a scale of one to ten against the definition of a business superbrand.
- The judges assessed each business against three further criteria: quality; reliability; distinction.
The official definition of a superbrand was: "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."
Catering and hospitality brands which also made the list include:
191. Holiday Inn
197. Radisson Edwardian
237. Crowne Plaza
254. De Vere Venues
270. Compass Group
437. Premier Inn
466. Millennium & Copthorne
By Janie Stamford
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