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@DXWorldExpo Authors: Liz McMillan, Elizabeth White, Zakia Bouachraoui, Pat Romanski, Maria C. Horton

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Iron Mountain Named as UK Business Superbrand 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 mid-market.

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 strategy.

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."


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