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 Buffalo, N.Y.-based BlueCross BlueShield of Western New York and BlueShield of Northeastern New York, headquartered in Latham. N.Y.

Both received membership recommendation awards for achieving a high percentage of members who are confident of the services and products they receive and would recommend the brand companies to family and friends.

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.