The award-winning venue was chosen by the independently managed The Centre for Brand Analysis which surveys 2,000 British business professionals and the independent and voluntary Business Superbrands Council from its list of just under 1,200 brands.
The Centre for Brand Analysis has been commissioning research since 1995 to identify the UK’s strongest brands and in 2014, John Lewis, Heathrow and Land Rover are among the companies which were chosen.
Superbrands is an annual initiative which identifies and celebrates the UK’s strongest consumer and business-to-business brands in Britain.
Liz Cooper, marketing director at the Ricoh Arena, said the Ricoh Arena is to be included in Superbrands’ 2015 annual. She said: “This is an independent survey and it is not an annual in which you can pay or apply to be included so to receive a telephone call out of the blue to say the Ricoh Arena had been identified as one of the UK’s superbrands was incredibly exciting. “The poll asks voters to judge each brand on its quality, reliability and distinction and the high-profile nature of the events we have attracted over the last few years – the Olympics, Coldplay’s concert and the Davis Cup tennis among others – has improved the venue’s national and international profile.
“Being involved in the Superbrands annual enables the Ricoh Arena to highlight our history, development and achievements as well as promote the different elements and different audiences which we attract whether visitors are attending for business, entertainment or sport.
“To be named a Superbrand alongside some of the most high-profile and prestigious names in UK business is a tremendous accolade and underlines the standard of the facilities that we have along with the work of our highly-dedicated staff.
“The Ricoh Arena continues to go from strength to strength with the most recent announcement that we are now home to Premiership Rugby team Wasps a true reflection of the success of this very unique brand.
“2015 will be the 20th anniversary of the Superbrands annual and we are looking forward to seeing which household names we are associated with.”
Steve Cheliotis, chairman of the Superbrands Council, added: ““The Ricoh Arena is not just home to football, rugby and other major consumer events like concerts, but also a thriving business conference centre and venue, as reaffirmed by its qualification as a Business Superbrand.
“Its adaptable, varied and modern facilities are coupled with committed staff that employ a philosophy of tailored solutions that guarantees client’s specific needs are achieved.
“This flexible and customer-centric approach enables the brand to fulfill its concise but effective mission of making guests ‘feel at home’, which undoubtedly has helped push this relatively young brand into our prominent Superbrands list for 2015.
“The award-winning venue unquestionably benefits from its fantastic location in the heart of England but really it’s the quality of the staff and facilities that continue to push this brand higher in the rankings, while its expansion and enhanced marketing outreach will surely only further its success in the next few years”.