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Initial achieves Business Superbrands Status


Rentokil Initial has joined the list of business “Superbrands” 2007. This prestigious award recognises the impact of both the Rentokil pest control and Initial brands within their markets. At a launch event in London, the company was listed within a line up of leading brands from across multiple business sectors.

Chairman of Superbrands, Stephen Cheliotis said: “Rentokil and Initial are two powerful service brands, not just here in the UK but internationally. The factors that bind the brands and have helped build their significant reputations include personal service, an attention to detail and a genuine care for each client and project, as well as the wider environment. Of course a brand would not last the distance if it did not achieve results, so both brands ensure they deliver time and time again. As a result they are seen as trustworthy and reliable, two of the most important factors for any company wishing to attain credibility and the foundations for success which that credibility provides.

“The strength of the brand is testament to the hard work done not only by the marketing teams but by the endeavours of all the staff, particularly those in customer facing roles. Rentokil Initial’s crowning as a Business Superbrand amongst an elite of fellow business powerhouses, like BP and BASF, is something the company can be very proud of. This status, bestowed on them not only by a panel of experts but also by the wider business community who were surveyed as part of the ‘selection process’, confirms Rentokil Initial’s reputation and provides them with an edge over rival companies.”

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Notes to editors

About Initial
Initial cares for the places where people work and live. A multi-service brand operating in some 40 countries worldwide and serving organisations large and small, Initial’s services include washrooms, hygiene, textiles, facilities services, catering, cleaning, medical services, hospital services and building services. Initial is committed to healthy, safe and environmentally-friendly business practices in its mission to create effective environments everywhere.

About Business Superbrands
The Business Superbrands selection process is rigorous and independent. Independent researchers use a wide range of sources to compile a list of the UK’s leading B2B brands. From the thousands of brands initially considered, a list of between 1,200-1,500 brands is then scored by the independent and voluntary Business Superbrands Council. 50% are excluded at this point and the rest subject to survey by peer business professionals via YouGov. This process of elimination leads to the final shortlist - awarded ‘Business Superbrand’ status.

For further information contact:

Michelle Oliver
Initial Facilities Services
Columbia Centre
Market Street
RG12 1JG
Tel: +44 (0) 1344 384544


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