DHL today announced it has been named as one of the UK's strongest business brands, eclipsing the nearest competitors to be the only logistics company cited on a shortlist of 60 household names. DHL is in good company - other business-to-business brands chosen in the 2003/4 by the Superbrands panel include British Airways, Barclaycard, Reuters, Goodyear, Eurostar, Rolls Royce and Shell. The Business Superbrands programme is run by the Brands Council, a panel of 11 independent business leaders who judge thousands of business brands to select a shortlist of 600, which are then refined to 60 winners.

To celebrate the launch of the 2003/4 Business Superbrands programme, the Brand Council commissioned Research International to survey 1,000 UK Managers to identify the drivers of exceptional brand performance and establish what constitutes a 'Business Superbrand'. From this survey, six companies were acknowledged for their public rating. DHL was awarded the accolade of 'Brand that keeps its promises', reinforcing the company's commitment to customer service. Other companies to receive awards included Intel and Virgin Atlantic. The final selection of 'Business Superbrands' and the awards were announced in the Business Superbrands Tribute Event on December 9th 2003.

"This endorsement is testament to the success of this year's relaunch exercise, which saw Deutsche Post World Net, owners of DHL, place all worldwide express and logistics together by integrating DHL, Securicor Distribution and Danzas under the DHL brand," commented Simon Veale, Sales, Marketing and Customer Services Director at DHL. "This involved a complete overhaul of brand signifiers including new corporate colours, logos, corporate fashion and physical assets. Customers are responding positively to the new DHL, and to be chosen as a Business Superbrand, out of more than 1,000 UK companies, and to be acknowledged as the brand that keeps its promises, suggests the re-branding is now resonating in the wider market."

Stephen Cheliotis, Brand Liaison Director at Superbrands, commented: "The aim of the Business Superbrands programme is to identify and pay tribute to those companies which have established the finest reputation in their field. DHL is the only company in its field to be recognised as a Business Superbrand by the expert judging panel and in addition also won the public's award for 'the brand that keeps its promises'. This implies that DHL's brand values as a reliable, trustworthy company have resonated with its customers and ensured their loyalty and preference."

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