Kitemark Among the 'Superbrands'
The Kitemark - recognised worldwide as a symbol of trust, integrity and quality - has been made a ‘Business Superbrand’ for the first time in its long history.
A registered certification mark owned and awarded by Hemel Hempstead based BSI Product Services, the Kitemark was originally developed by the British Standards Institute. The BSI Group itself has held Superbrand status on the last three consecutive occasions.
The ‘Business Superbrand’ commendation is awarded to organisations that have the finest reputation for quality, reliability and distinction. Superbrands are selected from many thousands of brands by a panel of 1,400 business professionals and include prestigious names such as Google, Microsoft, the BBC, Visa and British Airways.
The first product and service quality mark to be established in the UK, the Kitemark reassures consumers that vital safety and performance requirements have been met on household products and services. From electrical contractors to double-glazed windows; from printed circuit boards to cattle ear tags; a Kitemark provides a visible confirmation of quality.
In fact, the Kitemark is recognised and trusted by over 88% of the UK population and, of those who recognise it, 93% claimed products with a Kitemark were safer while 91% felt they would be better quality.
As with any successful brand, there are always imitations, and Kitemark is no exception. In some industries, such as fenestration, there are a number of different organisations claiming to offer certification marks that are “equivalent” to the Kitemark. According to Ian Harper, Sales & Marketing Director of BSI Product Services: “Kitemark is the one brand that people look for and trust. Its strength is the backing of BSI – an independent organisation with UKAS accreditation. No other product or service certification mark means as much as a Kitemark in terms of consistent reliability of product quality.
“While the Kitemark itself may be over 100 years old, standards are of greater importance today than ever before. For the consumer, the Kitemark means quality and reliability. For manufacturers and service providers it adds value to their offerings and allows them to differentiate themselves in an increasingly competitive climate.”
He continues: “The Kitemark testifies to the safety and reliability of literally thousands of products and services and we are honoured that it has achieved Business Superbrand status in its own right.”
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