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Skandia voted the top brand in Europe poll

Skandia has scored the highest marks across all sectors of industry in a Europe-wide brand awareness survey carried out by market analyst Brand Finance.

The life office beat some of Europe&#39s biggest comp-anies, including household names such as Nokia, Freeserve, Daimler Chrysler, Shell, Tesco and BP Amoco, to take top honours in the survey conducted among 292 City analysts.

According to the analysts, Skandia produces very informative annual reports for its shareholders and is very open about its branding strategies and investments.

In the life insurance sector, Skandia was the most recognised brand with Legal & General second.

Aegon, owner of Scot-tish Equitable, and Britan-nic were 15th and 16th res-pectively.

In the banking sector, German bank Holderbank beat 18 rivals to top the list while the UK&#39s top entry, Lloyds TSB, was second. Barclays and HSBC were third and fourth respectively.

Two former building societies, Alliance & Leicester and Northern Rock, languished in 16th and 17th places respectively, with Dresdner Bank last in 18th place.

The report surveyed the attitudes of City analysts and executives with FTSE 350 companies.

It asked them about their attitudes towards branding and whether it was important for building a company&#39s reputation.

Three-quarters of respondents said branding will become more important over the next five years. An equal number also said compan-ies should make more inf-ormation available about brand values.

Brand finance media relations manager Stephen Cheliotis says: “Brands are bec- oming key to financial per-formance and key to business performance. We have been running this survey for four years now and every year the recognition of the imp-ortance of the brand has been increasing.”

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