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Sodexo was chosen as a Business Superbrand for the third year following a robust selection process administered independently by The Centre for Brand Analysis. The centre analysed the views of a panel of experts and 2000 individual UK business professionals. Of the thousands of brands initially considered only the top 500 are deemed to be Business Superbrands.

When voting, both the experts 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, brands were assessed on the following three counts:

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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