Brand Recognition For Costain
4 March 2011
The strength of the Costain brand has been recognised once again with the appearance of the 2011 Business Superbrands list, which shows the Company’s reputation growing.
Costain has jumped from 263 to 182 in the rankings, which measure a company’s emotional or tangible advantages over its competitors – advantages that customers recognise and want.
A successful year as the economy slowly recovered, including a string of successfully-completed high-profile projects and a strong forward order book have helped sustain and boost the Company’s reputation in the marketplace and contribute to its improved performance in the annual listing.
Several thousand companies are initially scrutinised for inclusion in the top 500 that make up the Business Superbrands list. These are initially whittled down to a maximum of 1,600 by researchers from Business Superbrand administrators The Centre for Brand Analysis (TCBA), which seeks to understand the performance of brands.
This shortlist is then considered by an Expert Council assembled by TCBA. They judge a candidate on quality (high-grade products and services), reliability (does it deliver consistently against its promises?) and distinction (is it in some way differentiated from its competitors?).
The final 500 are ranked both by the Expert Council and by some 2,000 individual business professionals from around the UK.
Stephen Cheliotis, Chairman of the Expert Council & TCBA’s CEO, comments: “As we enter another difficult year, the resilience of a business can be boosted by its reputation, helping to stimulate demand and loyalty versus weaker-branded rivals.
“The Company and its employees can be extremely proud to be recognised amongst the UK’s leading B2B brands. The achievement reflects the views of experts and professionals who deemed the brand to represent quality, reliability and distinction.”