The Blue Cross and Blue Shield Association recently recognized a number of its companies with “Brand Excellence” awards, signifying their commitment in developing and enhancing the overall image of the brands during 2008.

Among the recipients were Wilkes-Barre, Pa.-based Blue Cross of Northeastern Pennsylvania, which won a brand awareness award for “having the greatest positive change in the number of consumers that were cognizant of the Blue Cross Blue Shield brands,” according to the association, which licenses 39 health insurers across the country.

Pittsburgh’s Highmark Blue Cross Blue Shield also received a member retention award, noting a high retention rate over the previous year.

Scott P. Serota, BCBSA president and CEO, congratulated all the “Brand Excellence” award winners “for their leadership in strengthening the Brands and for their commitment toward providing premier service, while meeting and exceeding customer and provider expectations.”

The awards were created in 1995 and results are based on a system-wide survey reviewed by a third-party research firm who determined the percentage of local market consumers who were aware of the local Blue Cross and Blue Shield brand.