London, April 08, 2019 – Sage (FTSE:SGE), the market leader in cloud business management solutions, has been awarded Business Superbrands status for 2019, in the latest annual ranking of the UK’s strongest business-to-business brands.
The Business Superbrands survey has been tracking the perception of a wide-range of business brands in the UK since 2001. This year’s survey evaluated almost 1,600 brands across 63 categories. Only the most highly-regarded brands from each category are awarded Superbrand status.
The selection process includes research and voting involving 2,500 UK business professionals, supplemented by an expert council comprising business-to-business marketing leaders.
All voters were asked to judge brands against the three core factors inherent in a Superbrand: quality, reliability and distinction. Additionally, brand perception and voting by individuals is also influenced by a range of both short and long-term factors, from the brand’s current profile to its latest marketing activities and new product and service developments, giving a holistic picture of how brands are currently perceived.
Ron McMurtrie, Chief Marketing Officer at Sage said:
"As a technology company, innovation is at the core of what we do. To achieve this status is truly humbling and reflects the trust that customers place in Sage to help them do business every day.
For Sage, the value of being named a Superbrand lies in our ability to champion the interests of our customers and colleagues. This award is testament to the great work that Sage colleagues do every day, for customers, partners and our wider communities through the Sage Foundation."
Stephen Cheliotis, CEO at The Center for Brand Analysis (TCBA) and Chairman of Superbrands comments:
"In unsettled times, businesses that are well-regarded and possess a positive reputation benefit from competitive advantage over weaker branded rivals, providing greater immunity against short-term market volatility.
"Being perceived by buyers and influencers as a leading Business Superbrand is a positive business signal, while also recognition of the hard-work and dedication of the employees of each business attaining Superbrands status."
Sage is the global market leader for technology that helps businesses of all sizes manage everything from money to people – whether they’re a start-up, scale-up or enterprise. We do this through Sage Business Cloud - the one and only business management solution that customers will ever need, comprising Accounting, Financials, Sage Intacct, Enterprise Management, People & Payroll and Payments & Banking.
The Superbrands organisation identifies and pays tribute to exceptional brands throughout the world. The UK program is run under license by The Center for Brand Analysis (TCBA). A selection of identified Superbrands are celebrated in the Superbrands Annual, first published in 1995 and now in its 20th volume in the UK. The book explores the history, development and achievements of the nation’s leading brands, showcasing why they are well-regarded and providing valuable insights into each brands strategy and proposition.
What is a Superbrand?
All voters considered the following definition and criteria when judging the brands:
'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 recognize.'
- Quality: Does the brand provide quality products and services?
- Reliability: Can the brand be trusted to deliver consistently?
- Distinction: Is it well known in its sector and suitably different from its rivals?