| Chubb Fire has retained its No 1 position in the Superbrands UK list for 2010 |
Chubb retained its position in the top 20, ahead of such names as Vodafone, Boeing and Siemens. It finished more than 20 places ahead of its nearest category rival, Yale, and 170 places in front of ADT. Top of the list was Microsoft, followed closely by Rolls Royce and Blackberry.
The announcement follows a robust selection process administered independently by The Centre for Brand Analysis. They analysed the views of a voluntary Expert Council and over 1,700 business professionals. Of the thousands of brands initially considered, only the top 500 are deemed to be Business Superbrands.
Stephen Cheliotis, Chairman of the expert council & CEO, The Centre for Brand Analysis, congratulated Chubb on retaining its Business Superbrands status. "In this economic climate a powerful brand is more important than ever," he says. "It can be a key driver of new and repeat business and a positive influence on stakeholders, ranging from employees to suppliers.
"As such the results of this survey are not only interesting but ultimately useful in understanding the perception the market has of these brands, and therefore their likely potency and financial success. It is also an indicator of Chubb's ability to grow through a brand that stakeholders, trust, want and believe in."
Jane Garland of Chubb is delighted with the company's continued success: "To be recognised nationally and indeed internationally as a Business Superbrand is a marvellous achievement and a great testimony to the continued commitment and dedication of our employees throughout the UK."