Prontaprints New Brand Identity Recognised By Three Quarters Uk Companies
Wednesday, 25 February 2009
Recent independent market research has revealed that that 76 per cent of UK companies recognise Prontaprint as a quality brand for business design and print.*
The results follow the latest Business Superbrands announcement which ranks Prontaprint as one of the UK's leading business brands for the seventh year running - reaffirming its position at the forefront of the corporate design and print market.
The Business Superbrands announcement comes as a result of a robust and independent selection process by The Centre for Brand Analysis which reviewed feedback from a voluntary Expert Council and over 1,500 business professionals to rank Prontaprint as representing the best in its sector.
Prontaprint was the first design and print business to receive the Business Superbrands accolade in 2002 and its continued success is a result of the company's revised brand positioning and strategy. Since unveiling its new B2B image in 2006, Prontaprint has rebranded 75 per cent of its 150-strong network, enabling the company to differentiate itself within the market place and communicate its service offering more effectively to attract higher value business clients.
Keith Davidson, head of marketing at Prontaprint, says: "It is great to be recognised once again amongst the UK's leading business brands. Prontaprint is the most recognised brand within its marketplace and it has achieved this by delivering first class customer service and a high quality design and print offering to businesses across the UK.
"The franchise market is also performing well against an uncertain financial backdrop, with enterprising business professionals increasingly opting to take the franchise route over setting up their own business from scratch as the safest and most profitable option. Choosing a well-known brand is a major consideration for prospective Franchisees and Prontaprint leads the print-on-demand market when it comes to brand awareness and recognition."
Stephen Cheliotis, chairman of the Expert Council and CEO of the Centre for Brand Analysis comments: "A Business Superbrand has established the finest reputation in its field. It offers customers significant emotional and/or tangible advantage over its competitors which customers want and recognise; it must also represent quality, reliability and distinction."
Keith concludes: "To maintain our title of Business Superbrand for seven successive years is a tremendous achievement and testimony to the hard work and commitment of our network of Franchisees and their centre teams. The success of the company repositioning programme has demonstrated how an integrated and co-ordinated approach can protect and develop a brand as well as have a direct impact on the bottom line."
* Source: ABA Associates - Brand Survey for Prontaprint, October 2008.
For more background on Prontaprint, visit www.prontaprint.com
Notes to Editors
About the Business Superbrands Selection Process
The entire selection process is administered by The Centre for Brand Analysis (TCBA). The key stages of the selection process are as follows:
- TCBA researchers compile a list of the UK's leading business to business brands, drawing on a wide range of sources from sector reports to blogs. From the thousands of brands initially considered, a list of just over 1,100 brands is created.
- These brands are scored by the independent and voluntary Expert Council, which is assembled and chaired by TCBA's chief executive. Bearing in mind the given definition of a Business Superbrand (see below), the council members individually award each brand a rating from 1-10. Council members are not allowed to score brands with which they have a direct association or are in competition to. The lowest-scoring brands (approximately 40 per cent) are eliminated at this stage.
- The remaining brands are voted on by more than 1,500 individual business professionals - defined as those who have either purchasing or managerial responsibilities. These individuals are accessed via a YouGov panel.
- Taking the views of the experts and the business professionals into equal account, a combined score is produced for each brand. This score determines its position in the official league table; only the top 500 brands in that table are deemed to be Business Superbrands.
Business Superbrands Definition
When voting on the brands, both the Expert Council and the business professionals consider the following definition of a Business Superbrand:
'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.'
In addition, experts and professionals are asked to judge the brands against the following three factors:
- Quality. Does the brand represent quality products and services?
- Reliability. Can the brand be trusted to deliver consistently against its promises and maintain product and service standards at all customer touch points?
- Distinction. Is the brand not only well known in its sector but suitably differentiated from its competitors? Does it have a personality and values that make it unique within its market place?