Published 12th March 2018 by Charlotte Smith

Investors in People have successfully retained Superbrand status for the fifth year in a row, demonstrating their commitment to evolving the quality, reliability and distinction of the IIP brand. Tracking and celebrating the UK’s leading business-to-business brands since 2001, the 2018 Superbrands were identified by surveying 2,500 business professionals from across the UK and a voluntary Business Superbrands Council, comprised of leading business-to-business marketing experts.
The process saw just over 1,500 brands from across 62 categories judged against the three core factors inherent in a Superbrand: quality, reliability and distinction. Investors in People (IIP) is the Standard for people management that defines what it takes to lead, support and manage people well for sustainable results.
IIP works with thousands of top businesses across the country, from Allianz Insurance, Sainsbury’s, to Brompton Bikes.The results of this year’s Superbrands process placed Investors in People at the top of its sub-category, topping organisations like the Fairtrade Foundation and the British Standards Institution. Being recognised as the most powerful brand in the category of ‘Accreditation, Testing & Inspection Services’ is an indication of the value that an IIP accreditation can bring to a business, regardless of sector or size.
Stephen Cheliotis, CEO of The Centre for Brand Analysis and Chairman of Superbrands, comments: "In a year where Brexit has dominated British press and there is a sense of foreboding threatening to take over, we’re thrilled to be able to celebrate some of the UK’s strongest brands. Competition in the B2B space has become fiercer than ever before, so gaining or retaining Superbrand status is a notable achievement. Each and every Superbrand should be proud of the efforts they have put in over the past 12 months that have led to this accolade.
”IIP CEO Paul Devoy comments: "I was incredibly pleased when we learned that IIP had been awarded Superbrand status, a mantle we’ve proudly held for the last five years. Our Superbrand status reinforces our brand reputation and the high-quality service we offer. It is important that we maximise awareness of the power that IIP has to support organisations transform their people management practices in the pursuit of business prosperity and quality workplaces. ”Paul continued, "2018 looks to be the most exciting year for IIP as we look to diversify our product offer in a bid to make IIP accessible to every organisation driven to achieve success by realising the potential of their people.