Tag Archives: The Centre for Brand Analysis

Shred-it proud to join ranks of UK’s Business Superbrands in 2019

Shred-it, the information security company, has been awarded Business Superbrand status for 2019. Shred-it’s protection solutions and services include secure document destruction, media destruction, branded goods and uniforms destruction as well as recycling services. It helps businesses to comply with legislation and ensures that customer, employee and confidential business information is protected at all times.

The Business Superbrands survey has been tracking the perception of a wide-range of business brands in the UK since 2001. This year’s research process, managed by The Centre for Brand Analysis (TCBA) in partnership with Dynata – one of the world’s leading data research companies – evaluated approximately 1,600 brands across 63 categories and involved 2,500 UK business professionals with an expert council comprising 24 senior business-to-business marketing leaders. Only the most highly-regarded brands from each category are awarded Superbrand status.

Unusually for an industry award, brands do not pay or apply to be considered. In order to provide a broad review of the market and identify the strongest brands in each category, all the key players in each sector need to be voted on. All voters were asked to judge brands against the three core factors inherent in a Superbrand, namely quality, reliability and distinction.

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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, in turn affording an holistic picture of how brands are currently perceived.

Stephen Cheliotis, CEO of TCBA and chairman of Superbrands, commented: “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.”

Secure document and media destruction

Secure document and media destruction are critical in today’s data-driven environment as security compliance and risk management have become a critical part of the business landscape. This is duly reflected in a worldwide market that’s forecast to grow 8.7% to US$124 billion in 2019 (Source: Gartner Inc.). This is being driven by several factors including a greater and broader understanding of security risks and data breaches, privacy concerns and stricter regulation around data loss prevention as well as the need to view sensitive data and related systems as critical infrastructure.

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Andrew Johnston, marketing and PR director (EMEA) for Shred-it, stated: “In an increasingly competitive market, Shred-it sought a clear point of differentiation to distinguish its offer. The business identified a number of key insights following research of its worldwide customer base which led to the brand’s positioning around the ‘We protect what matters’ strapline. Shred-it protects people, it protects customers, it protects brands and reputations and it protects the environment. This has enabled the brand to better focus its communications around the core idea of protection – the brand’s ‘red thread’ – which is transferable across markets, sectors and channels.”

The business has a one team, one goal motto with a customer first approach to ensure the safeguarding, understanding and management of confidential information. Shred-it’s values around excellence in service provision, depth of experience and sector knowledge, accountability and integrity, together with sustainability and continuous improvement underpin its market position.

*To learn more about Shred-it visit www.shredit.co.uk/superbrands or watch the video

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