Hoover has been awarded Consumer Superbrands status for 2019, joining the likes of LEGO, Apple and British Airways.
The Consumer Superbrands survey has been tracking the perception of a wide-range of brands in the UK since 1995. This year’s survey featured 1,596 brands across 78 different categories, ranging from ‘Automotive Products’ to ‘Vitamins & Supplements’. Only the most highly-regarded brands from each category are awarded Superbrand status.
The research process was managed by The Centre for Brand Analysis (TCBA) in partnership with Dynata, one of the world’s leading data research companies. It follows a voting process involving a nationally representative sample of 2,500 UK consumers.
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.
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.
In addition to the British public vote, which was weighted to reflect the breadth of opinion across the whole country, all brands awarded Superbrand status were also highly rated by an objective and voluntary council of senior industry experts to provide a secondary quality control mechanism.
Antony Peart, director of brand and communications at Hoover, said: “As a company with a 111-year heritage, we’re really proud to have achieved Consumer Superbrands status, especially in extremely competitive categories where price can often be a driver over brand loyalty.
“Since day one we’ve been committed to innovating and moving with the times to both meet and drive consumer demand. This is demonstrated most recently with the launch of our first collection of AI (Artificially Intelligent) appliances and brand partnership with British cook and restaurateur, Simon Rimmer.
“Brands will only survive and continue to thrive if they evolve and we’re in very good company with the ‘class of 2019’.”