Venue retained its Superbrand position as event businesses recover.
Olympia London has kept its place among the UK most trusted brands, despite a period of disruption in the events industry. The historic venue has been recognised a Superbrand again in an independent vote cast by businesses and the public. Having recently been awarded ‘Venue of the Century’ by The Association of Event Organisers, the West London landmark has again captured hearts and minds.
The recognition is good news for Olympia London and for the wider events industry as it recovers from a period when events activity decreased by 84% in the UK*. According to the Business Visits and Events Partnerships’ research, around 17% of event and exhibition businesses permanently ceased trading during that time.
However, the industry is showcasing bullish signs of recovery with both trade shows and consumer shows. The Ideal Home Show Christmas, for example, returned to Olympia London last November to welcome around 50,000 visitors – the highest reported footfall in the return of exhibitions in the UK. The industry has demonstrated resilience by collaborating and swiftly adapting to Government guidance changes, innovating and implementing higher standards of safety at events.
Superbrands is an organisation which identifies and pays tribute to exceptional brands throughout the world. The UK programme is run under license by the Academy of Chief Marketers with top brands showcased in the Superbrands Annual: the book explores the history, development and achievements of the nation’s leading brands, showcasing why they are well-regarded and providing valuable insights into each brand’s strategy and proposition.
In 2021, 1,588 business-to-business brands across 71 categories were assessed for quality, reliability, and distinction, the three factors inherent in a Superbrand. The list of top business-to-business Superbrands are assessed by an independent expert council of 26 senior marketing leaders, alongside 2,500 UK business professionals, all with purchasing or managerial responsibility.
The UK Superbrands annual survey has provided a barometer into how brands have been viewed since 1995 by tracking their history, development, and achievements. The research was again independently managed by The Centre for Brand Analysis (TCBA).