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Habitat for Humanity one of America’s ‘greatest brands’

Habitat for Humanity featured as one of America’s greatest brands

AMERICUS, Ga. (Dec. 13, 2004) – Habitat for Humanity International is included among the organizations and businesses featured in the 2004 edition of America’s Greatest Brands, a hardcover book that recognizes some of the strongest and most trusted brand icons in the United States.

“This is quite an honor for Habitat and a testament not only to our work, but the outstanding partners who are so committed and dedicated to helping us in our house-building and hope-building work,” said Paul Leonard, interim chief executive officer of Habitat for Humanity International. “We are in great company considering how many of them also appear in this volume or previous volumes of the book.”

Currently in its third edition, America’s Greatest Brands, each year profiles leading companies from a brand marketing perspective. The book covers the history, innovations and achievements of these brands and offers the expert insight and opinions of the American Brands Council.

“If a great brand is one that stands for something, it’s obvious why Habitat for Humanity must be considered one of America’s Greatest Brands,” said Rich Jernstedt, executive vice president and senior partner of Fleishman-Hillard and a member of the American Brands Council. “Habitat for Humanity has developed its brand recognition in to brand relevance and brand action. When you hear or read the name, you think of people helping people. And, don’t you ask yourself: ‘What am I doing to help?’ ”

While the book predominantly features business and consumer brands, the publishers recognized the increasing importance of corporate philanthropy to marketing strategy and decided to highlight the work of nonprofits and charities as well, said Rob Manfredi, manager, marketing communications of America’s Greatest Brands

“This year we asked the brands featured in the book to select three non-profit organizations from a list of groups which have built good brands from good deeds,” said Manfredi. “The selection of Habitat for Humanity speaks very highly of its reputation among leading marketing and communications professionals.”

Said Jernstedt, “Habitat for Humanity as a brand now symbolizes a movement. It has evolved, excelled and excited as our society changes. Having a home and having others create it for you are two powerful dynamics. There’s nothing greater than building a better world … one house, one family at a time.

Manfredi adds, “To build a great brand by building homes for people in need is a tremendous accomplishment and we are grateful for the opportunity to profile Habitat for Humanity.”

About America’s Greatest Brands
America’s Greatest Brands covers the history, innovations, and achievements of the world’s most admired companies. This book also features the expert insights and opinions of the American Brands Council — some of the most respected marketing and communications professionals in America. Headquartered in Rye, New York, America’s Greatest Brands, founded in 2000, is a subsidiary of UK-based Superbrands Ltd., doing business in 42 countries. www.americasgreatestbrands.com

About Habitat for Humanity International
Habitat for Humanity International, based in Americus, Ga., is an ecumenical Christian ministry dedicated to eliminating poverty housing. By the end of 2005, Habitat will have built its 200,000th house and more than one million people will be living in Habitat homes they helped build and are buying through no-profit, zero-interest mortgages. www.habitat.org