Hotpoint, the UK's most loved kitchen appliance brand, has been awarded prestigious Superbrand status for 2015, following the most recent evaluation of the long-running annual survey, which has been identifying the UK's leading brands since 1995. The process, managed by The Centre for Brand Analysis (TCBA), surveyed 2,500 UK consumers who assessed more than 1,500 brands, judging them on 3 key criteria: quality, reliability and distinction.

Stephen Cheliotis, Chief Executive of TCBA and Chairman of the Consumer Superbrands Council said, "The UK has a highly sophisticated, competitive and fragmented market across almost all consumer sectors. Therefore, any business that engenders goodwill and enjoys a positive perception among the buying public has a huge competitive advantage. This reputational strength offers these brands a vital lead over rivals and helps them to maintain or enhance both the volume and value of products and services sold. A brand is so much more than a name and logo – it is how one is perceived based on everything one does and says. All those working for and leading the elite Superbrands can be extremely proud both of their part in building a Superbrand and also confident about their brand's future and ongoing potential."

The Superbrand status highlights Hotpoint as a brand that has established the finest reputation in its field and one that offers customers significant emotional and tangible advantages over its competitors.

On the newly awarded status, Piero Pracchi, Hotpoint Marketing Director, said: "We are thrilled that Hotpoint has been awarded Superbrand status for 2015. Our commitment to developing stylish, innovative appliances with strong energy efficiency and advanced technology ensures we consistently deliver the best consumer experience with outstanding product performance in cooking, cleaning and cooling."

About Superbrands®

Superbrands is an annual initiative to identify and celebrate the UK's strongest consumer and B2B brands in Britain. Brands do not apply or pay to be considered for Superbrand status; rather the accolade of Superbrand is awarded after a rigorous and independent selection process.

Consumer Superbrands Selection Process

The UK's Consumer Superbrands are chosen by the British public in a national survey of 2,500 adults. Brands do not apply or pay to be considered. The public vote is the culmination of an independent selection process administered by The Centre for Brand Analysis, which considers thousands of brands from over 50 sectors.

Definition of a Superbrand

When voting on the brands, both the expert council and the consumers consider the following definition of a Superbrand:

"A Superbrand has established the finest reputation in its field. It offers customers significant emotional and/or tangible advantages over other brands, which (consciously or sub-consciously) customers want and recognise."

In addition, the experts and consumers are asked to judge 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?




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