Sweden 25 Jan 2018

We congratulate the winner of the Signum Award 2018: HSB!

The Signum Award™ – Signumpriset® – recognizes and rewards the Nordic company that best manages and develops their trademark. This year, the housing cooperative HSB was the Signum Award winner for its outstanding branding efforts! The prize was founded in 1995 by Groth & Co.

HSB is a member-owned cooperative founded in Sweden in 1923 and it is Sweden’s largest housing cooperative for developing, financing, building and management of housing. More than one million people live in HSB housing. HSB is awarded the Signum Award for its consistent branding work despite the challenge of a large and varied target group.

The reasoning of the judges is that HSB Do everything right and really well! That is how the reasoning could be summarized for this year’s winner HSB. A housing cooperative that builds and manages as well as offers housing savings under one and the same brand: HSB. The vision they are working towards is both simple and demanding: “Best reputation in terms of accommodation”.

HSB has many tools in their brand work. The jury attaches particular importance to HSB’s digital profile material, image bank, and a form on the intranet to report unauthorized use of HSB’s trademarks. Furthermore, the jury is impressed by the way in which HSB internally works with knowledge dissemination:

To ensure that trademark care is spread throughout the organization, trademark managers are trained in local HSB associations. At the same time, it is interesting that they work to spread knowledge about brand management even to less common brand users in the associations, which distinguishes HSB from many other brand owners. Perhaps this is also what makes their branding guidelines exemplary and educational.

In the judges’ reasoning they conclude that HSB conducts All in all excellent brand work.

The HSB team accepts the prize with pride:

“I am extremely proud that HSB has been awarded the Signum Award, an unbeatable proof that we have a well-maintained brand that stands strong in hard competition. It gives power to continue the work of managing and protecting HSB’s brand”, says Angelica Sandgren, Brand Manager, HSB.

“This award shows that a nearly 100-year co-operation like HSB is completely in line with time. HSB consists of 28 independent regional associations, all of which are to be combined in one brand. The award shows that consistent branding work really pays off. Together, HSB becomes a big and strong community builder that creates value across the country”, says Maria Isacsson, Marketing and Communications Manager, HSB.

This year’s nominees were, apart from HSB: apotea.se, ECCO, Karolinska University Hospital and Skogaholm.

The Signum Award™ – Signumpriset® – was awarded for the 24th consecutive year. More information can be found at www.signumpriset.se It is presented yearly at The Trademark Day.

We at Groth & Co warmly congratulate HSB for the Signum Award!

More information can be found at www.signumpriset.se

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