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Friday, 24 October 2014

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Why Eddie Stobart is bigger than BP, Shell and Royal Mail

Eddie Stobart is now a bigger brand than oil giants BP and Shell – and even Royal Mail.

Andrew Tinkler photo
Andrew Tinkler

Cumbria’s kings of the road have seen their ranking as a superbrand rocket in the past year.

Research out today shows the firm - headed by Carlisle-based entrepreneur Andrew Tinkler - has seen its name grow massively.

This time last year, the company, part of the Stobart Group, was 27th in the Business Superbrand survey.

Results released this morning now place it in 15th place, better than a string of some of the country’s biggest companies, including BT, Mastercard, Blackberry and O2.

It is part of the growing success story for the trucking firm that started out as a small family affair near Carlisle 40 years ago and is now one of the most recognisable sights on the roads, with interests also in rail, sea and air transport.

Chief executive Mr Tinkler said: “This year’s ranking marks a fantastic achievement for the Eddie Stobart brand.

“The company continues to capture the public’s imagination and the brand continues to build through engagement with businesses and the public.

“Superbrands are selected based on quality, reliability and distinction, so to be elevated to this level, ahead of many globally-recognised brands, demonstrates the core values that Eddie Stobart is famous for.”

Interest in being part of Stobart’s army of followers – so-called Stobart spotters – has also grown.

Car and engine maker Rolls Royce was named the UK’s top superbrand with internet search engine Google in second place.

And Stobart’s listing is not the only Cumbrian interest in the top 20 of the chart, which features 500 firms. GlaxoSmithKline, which has a factory in Ulverston, and BAE, which runs the Barrow shipyard, are in fourth and 13th positions respectively.

Stobart was also named top brand in the transport industry category of the survey, carried out by the Centre for Brand Analysis.

Its profile has risen massively in the past few years on the back of a cult Channel 5 television programme – Eddie Stobart: Trucks and Trailers.

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