Volvo Trucks voted the strongest brand in Sweden

Volvo Trucks has been voted as having the strongest business-to-business brand in Sweden in its category. The ranking was produced by SIFO Research International and Superbrands Brand Council, consisting of independent experts in the fields of advertising, marketing and brand management.

“It’s wonderful to receive confirmation that our brand management work produces such good results. We work methodically to spread knowledge to all the staff in our global organisation so they understand how they contribute to the brand’s perception,” said Christer Lindquist, brand manager for Volvo Trucks, at the Superbrands Gala prize-giving ceremony in Stockholm yesterday.

The award is given by the Superbrands network organisation, which operates in 82 countries. The ranking is based on a comprehensive survey of 1700 brands on the Swedish market, of which 300 are classed as so-called ‘Superbrands’. According to the Superbrands definition, these are ‘brands that in comparison with the competition offer significant emotional and rational added value that the customer wants and recognises and for which he or she is willing to pay extra’.

Dividing the competitors into five sectors, an independent jury then assesses all the Superbrands on the basis of parameters that take account of each brand’s properties such as heritage, confidence, innovation, consideration and prestige.

In the “Industry” category, Volvo Trucks took the top position ahead of Electrolux, SAAB, SKF and Astra Zeneca.

“A strong brand means a whole lot to our operation,” concludes Christer Lindquist. “The Superbrand award gives us added assistance to draw more widespread attention Volvo Trucks is and what we stand for.”