Iron Mountain Named as UK Business Superbrand 2013
LONDON, March 1, 2013
LONDON, March 1, 2013 /PRNewswire/ --
Independent experts name information management company as one of the UK
' s strongest business brands
Leading storage and information management services company Iron Mountain has
been named one of the UK's top business brands in 2013's Business Superbrands.
Iron Mountain helps 150,000 organisations worldwide, including more than 85
per cent of FTSE Top 100 companies, to store and manage their critical
business information. Despite its reputation among large companies, Iron
Mountain had remained largely unknown in Europe, particularly in the
The recognition as a Business Superbrand marks a shift in brand awareness that
is being driven by the company's integrated marketing and public relations
The strategy supports growth in new markets and in particular targets
mid-market companies across Europe. The campaign strategy was developed to
enhance brand appeal to smaller companies, with content developed to help
educate and answer business challenges at each stage of the buying cycle. This
was Iron Mountain's first truly integrated campaign strategy with PR, online
marketing, direct mail and event channels all aligned.
Grounded in in-depth research, campaigns have focused on helping businesses to
understand and respond to the risks associated with managing information, such
as data protection .
In 2011, Iron Mountain undertook research to evaluate awareness of its brand
across the mid-market in the UK, France, Spain, the Netherlands and Hungary.
Respondents were asked to name suppliers of services similar to those offered
by Iron Mountain to test unprompted awareness and then to select suppliers of
information management services from a list of names. Unprompted awareness was
low to non-existent, while prompted awareness was marginally higher.
"To be recognised as a Business Superbrand is testament to the success of our
integrated approach to Marketing and PR across Europe, which has been
fundamental in increasing brand appeal and awareness," explains Adelise
Ashdown, Head of Marketing Communications and PR for Iron Mountain Europe.
Stephen Cheliotis, Chief Executive, The Centre for Brand Analysis and
Chairman, UK Superbrands & CoolBrands Councils comments: "Superbrands are
judged on quality, reliability and distinction; three characteristics Iron
Mountain have in abundance. Its heritage in protecting information and focus
on serving customers has helped the brand become a clear leader. As
information management services become ever more vital to businesses, its
reputation will continue to grow."
Contact: For further information contact: Phil Riley; T: +32(0)470-901-952; E:
firstname.lastname@example.org or Lauren Wood; T: +44(0)118-909-0909;
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